LAST WEEK TODAY: DIVING IN
tagged: activation branding budweiser eventmarketer experiential marketing fifa world cup fila futbol ibm jetpack kiki bertens live event sponsorship marketing mma obstacle olympics opportunity palmeiras pantene puma qatar 2022 ronda rousey sponsorship sponsorspotlight sports biz tax tokyo 2020 toyota Trends ufc
posted on January 7, 2019
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 January 1-7, 2019.
Wow - it's been a while! Luckily, while the holiday season is full of merry-making, it's not so full of sponsorship deals so we're not too far behind. Getting back into things, deals have started trickling in, and plenty of organizations (including Tandem) have released recaps and trend lists - you'll see a few below. Let's dive in:
- The end of one year and the beginning of the next typically means two things: trend reports and recaps. Since we love both, we recommend you check out EventMarketer's "Year in Review: The Top Experiential Trends and Strategies of 2018" and also our own "4 Exciting Things We Learned About Sponsorship This Year" and "Welcome to 2019!" posts.
- MMA news was popular last week - both a recent story and a #SponsorSpotlight reminder:
- UFC signed its first cryptocurrency partner (and signed a poker partner at the same time for good measure).
- Noted MMA athlete Ronda Rousey was signed to an endorsement deal with last week's SponsorSpotlight Pantene in late 2016. Other Pantene ambassadors include Selena Gomez, Gisele Bündchen, and Priyanka Chopra.
- Speaking of brand ambassadors, FILA has signed Top 10 WTA player Kiki Bertens. She'd had her best year yet in 2018, so we're all keeping an eye on her follow up this year.
- Could this be a new sponsorship opportunity? JetPack Aviation announced the creation and launch of the first global jetpack racing league.
- Global mega events (think Olympics or World Cup) can provide major opportunity to sponsors. Host countries and/or cities of those events can also cause major headaches. We've an example of both below:
- Opportunity: Toyota signed on with the IOC in 2015. Since then, the carmaker has been signing deals with both NOCs and NGBs all around the world. Prepping for the upcoming home-country Tokyo 2020 Games, six US national governing bodies have new deals with Toyota. Particularly relevant to Toyota's mobility category designation we think are skateboarding, wheelchair basketball, and triathlon.
- Headache: Budweiser will have to deal with a massive new tax on beer at the 2022 World Cup in Qatar. The country imposed a 100% tax on all alcohol just last week to combat "health-damaging alcohol consumption." Yikes. We'll see how Bud takes this - the brand infamously didn't stand for Brazil's ban on alcohol in stadiums for the 2014 World Cup.
- IBM's sponsorship and television strategy was featured on CNBC - check it out to find out how and why the brand approaches its partnerships.
- Take a second to add this note to our apparel sponsorship category analysis: Pameiras has signed on with Puma. The launch video has been described as epic.https://twitter.com/pumafootball/status/1080041255013355521
Did we miss any? Tweet @be_tandem to let us know - we hate being behind the times just as much as you do.
Look out next Monday for the usual round-up on sponsorship news.