LAST WEEK'S SPONSORSHIP NEWS
These stories cover sponsorship news for December 16-22, 2019. This is part of our "Last Week Today" series that includes a weekly roundup of the past week's most exciting and industry-altering news. Check back on our blog every Monday for updates!
TOUR OF BRITAIN
The Tour of Britain retains its Czech car brand Škoda as Official Car Partner and ‘King of the Mountains’ jersey sponsor. This partnership dates back to 2011 making them the longest-running jersey partner.
Race organizers announced that they are looking for a new title partner for the Women’s Tour and Tour of Britain from 2020 to replace OVO Energy whose three-year partnership is ending.
As reported on SportBusiness
FANTASY FOOTBALL IN INDIA
The Spanish soccer league, LaLiga partners with Dream11 as its official fantasy game in India. The five-year deal starts this season and runs until the end of 2023-24.
This is apparently the first ever regional partner in the India subcontinent.
Read more on SportBusiness.com
SPANISH RUGBY FEDERATION
Joma will continue to supply kits for the Spanish Rugby Federation teams. Joining them, are Italian insurance group Generali, Spanish energy company Iberdrola, and Dutch brewing company Heineken as the main sponsor.
COCA-COLA BUYS RIGHTS
The Italian Super Cup naming rights were bought by Coca-Cola. On December 22nd, we witnessed for the first time ever, the “Coca-Cola Supercup.”
The game will be played in Saudi Arabia, which is part of a deal between Serie A and the country’s General Sports Authority (GSA). Apparently, that has been the source of some criticism by BeIN Sports who has threatened to pull out.
Read more on SportsPro Media
ITALIAN TEAM PARTNERS WITH CHINESE BRANDS
Italian soccer giants Juventus have extended their partnership with Chinese mineral water firm Ganten until 2023. Additionally, have partnerships with Chinese based Linglong Tire until 2022, and the video game company Konami.
Read more on SportsPro Media
ELECTRIC SCOOTER IN ITALY
Italian soccer club AS Roma adds a new technical sponsorship with electric scooter sharing service eCooltra. Co-created promotions will focus on encouraging environmentally-friendly living and travel.
MAKERS WANTED BAHAMAS BOWL
Elk Grove Village is in its second year of sponsoring the college football bowl game in the Bahamas. This unconventional sponsorship is a $300,000 deal that includes exposure through ESPN’s national broadcast and additional commercial videos.
NBA ESPORTS NEW PARTNER
Gaming and Entertainment Mobile Systems (GAEMS) named the official travel gaming partner for the NBA 2K League team Magic Gaming.
Expect some co-branded content on social media as well as customized “personal gaming environments” for players.
Look out next Monday for the usual round-up on sponsorship news.
GO BACK IN TIME:
This week: Media Network Misses the Mark, Erg-Enomics, Will Resale Lead to Rebound for Reebok, The Streaming Wars: Along Came a Mouse
This week: Nation Going Live Boosts Live Nation, Team Values Not Fazed by Pandemic, Conference Shake Up Rattles Financials, Liberty Rides F1 to Record Revenues
This week: Benz Bows Out, Caesars Steps In, The Games Still Gold for Broadcasters, Netflix Avoids Live Sports…For Now, Gaming You Can Sweat To
This week: NFL Relationship with Twitter Continues, Video Game Kicks in Revenue Boost for FIFA, Strength in Numbers: WNBA Eyes New Markets, Toyota at Tokyo: A Sponsor in the Shadows
This week: NBA Eyes NFL for Sponsorship Crown, Mercury Rising on Women Sports Sponsorship Interest, The Market Sees Strikes for Bowlero, The NIL Era Begins
This week: Racing’s New Secret Weapon: Netflix, Chipotle with a Side of Tesla, Brick and Mortar Gyms Strike Back, Pandemic a Positive for Golf
This week: Sunday Spirits – Diageo Signs with NFL, Sports Media Partnership Falls Through…For Now, A Sticky Situation for MLB, NFL Going Green?
This week: Supply Chain Issues Back-Up Bikes, PGL to Threaten PGA?, NFL International Looks at German Return, Bettors ‘All In’ on Table Tennis
This week: Fox Sports to Revive USFL, Endorsements Edge Salaries for Top Athletes, 17-Game Season Just a Pit Stop?, Media-Backed WNBA Seeing Gains
This week: The Association Eyes Africa for Growth, Nike Doubles Down on Osaka, Amazon Strikes Back, Nielsen Folds in Streaming