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

Tour of Britain Photo

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

coca cola supercup
Source: En24 News

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.

The Daily Herald has more details

 

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:

Last Week Today: Sponsorship Fit Is Key

LAST WEEK TODAY: SPONSORSHIP FIT IS KEY 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 April 23-29, 2018. Fit is important. When pitching, rights holders should always consider both the likely goals and values of each potential sponsor. … Continue reading Last Week Today: Sponsorship Fit Is Key

Category Analysis: Grocers

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

Last Week Today: What Will Your Audience Most Appreciate?

LAST WEEK TODAY: WHAT WILL YOUR AUDIENCE MOST APPRECIATE? 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 April 16-22, 2018. Trying new ideas and campaigns is a necessary part of both experiential marketing and sponsorship. Sometimes you’ll find … Continue reading Last Week Today: What Will Your Audience Most Appreciate?

Last Week Today: Sponsorship is Impacting Consumer Events

LAST WEEK TODAY: SPONSORSHIP IS IMPACTING CONSUMER EVENTS 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 April 9-April 15, 2018. Sponsorship is impacting festivals and other consumer events. Attendees and fans are enjoying personalized experiences as never before, … Continue reading Last Week Today: Sponsorship is Impacting Consumer Events

Last Week Today: Sponsorship Models Are Changing

LAST WEEK TODAY: SPONSORSHIP MODELS ARE CHANGING 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 April 2-April 8, 2018. Sponsorship models are changing. Successful sponsors want the most out of their partnerships, which requires a sponsor to get … Continue reading Last Week Today: Sponsorship Models Are Changing

Last Week Today: New Season Sponsorship Deals & Renewals

LAST WEEK TODAY: NEW SEASON SPONSORSHIP DEALS & RENEWALS 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 19-25, 2018. As teams, leagues and sports draw closer to the beginning of the season, we typically see an influx … Continue reading Last Week Today: New Season Sponsorship Deals & Renewals

Last Week Today: Is Co-Branding the Way to Go?

LAST WEEK TODAY: IS CO-BRANDING THE WAY TO GO? 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 12-18, 2018. Featuring in multiple articles this week is a sponsorship opportunity near and dear to our hearts at #TeamTandem: … Continue reading Last Week Today: Is Co-Branding the Way to Go?

Event Analysis: Olympic Sponsorship

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

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

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

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