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:
CATEGORY ANALYSIS: GROCERS Global Grocery Sponsorship Grocers represent an industry wholly ingrained into the communities they serve. As such, you’ll find these grocers do a good job choosing partnerships to show their support of those communities. You will note a difference between the tactics of American and European grocers. This may stem from the … Continue reading Category Analysis: Grocers
EVENT ANALYSIS: OLYMPIC SPONSORSHIP Successful Olympic sponsorship is for brands who listen, engage and spend. And spend they do: IOC deals have averaged around $100 million for one cycle (four years), and $200 million for two cycles (eight years). These sponsors are minutely critiqued on advertising, onsite activation and Olympic legacy. Many brands have been long-term … Continue reading Event Analysis: Olympic Sponsorship
LAST WEEK TODAY: FIND WAYS TO ENGAGE Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover March 5-11, 2018. This week, we were treated to several notable examples of sponsorship and experiential marketing at its best. When activating, brands … Continue reading Last Week Today: Find Ways to Engage
LAST WEEK TODAY: BIG DEALS, BIG ENGAGEMENT Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover February 26-March 4, 2018. It was a good week for Tough Mudder’s sponsorship team. Two new deals were signed: CELSIUS and … Continue reading Last Week Today: Big Deals, Big Engagement