LAST WEEK'S SPONSORSHIP NEWS

These stories cover sponsorship news for February 3-9, 2020. 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!

NEW XFL SPONSORSHIP

The XFL Roughnecks and Kroger announced a new partnership with Kroger named the presenting sponsor for the Home Opener that took place this past Saturday, February 8th. Kroger Houston Division President Joe Kelley said, “We look forward to seeing the impact this team will have on and off the field.” Read the complete press release on XFL.com

 

OFFICIAL AIRLINE PARTNER

Paris Saint-Germain, France's most successful football club, teams up with Qatar Airways as the new Premium Partner and Official Airline Partner for the next three seasons. This partnership extends to Paris Saint-Germain women's football and handball teams until 2022. The press release can be found on PSG.fr.

 

MCLAREN SECURES NEW SPONSOR

Darktrace entered into a partnership with McLaren, beginning with the 2020 Formula 1 season. It will provide artificial intelligence across the McLaren Group and McLaren Racing to protect the team against cyber-attacks. In return, the Darktrace brand will be represented on the rear wing of the McLaren MCL35 race car and on the race suits of the team's race drivers. Official press release available on McLaren.com.

 

PARALYMPIC SPONSOR NEWS

Japanese airline All Nippon Airways (ANA) was announced as a Supporting Partner of the Paralympic torch relay. This deal will bring extra promotion to the Paralympics through ANA's in-flight entertainment options and magazines.

The Paralympic Torch Relay Partnership Programme also includes water technology company Lixil as a Presenting Partner and energy company Eneos as another Supporting Partner.

Details for the ceremonial Paralympic torch flame lighting festivals available on SportBusiness.com

 

RENAULT RETURNS

French car manufacturer Renault co-signed a letter of intent with the French Rugby Federation to return as a major sponsor of French Rugby.

Renault was the FFR's official car from 2008 to 2012, reportedly paying €3m per year. BMW took over the deal from 2013 to 2016 and while it's not entirely clear what prompted the early contract termination, all parties seem to be in agreement with the changes. The sponsorship contract for Renault is scheduled for completion before March 31, 2020.

If you're interested in reading the about the drama, AKA speculation for early contract termination, head over to SportBusiness.com.

 

OFFICIAL SPORTS DRINK

BioSteel Sports Nutrition Inc. named the Official Sports Drink of the Brooklyn Nets and Barclays Center. This marks the first major partnership with a professional U.S. sports team for BioSteel.

The Brooklyn Nets had been using BioSteel products for years so this deal was a natural evolution of the relationship. The multi-year agreement will include significant branding exposure through digital and static assets at all Nets games at Barclays Center, as well as practice games at the HSS Training Center.

The press release is on PRNewsWire.com

 

Look out next Monday for the usual round-up on sponsorship news.

GO BACK IN TIME:

Last Week Today: Trending Now

LAST WEEK TODAY: TRENDING NOW 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 30-May 6, 2018. You don’t necessarily have to be a trendsetter to succeed in sponsorship (though if you are, we are definitely not telling … Continue reading Last Week Today: Trending Now

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

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