LAST WEEK TODAY: FUTBOL, FOOTBALL, SOCCER
tagged: 5 hour energy activation as roma brand branding calcio chicago bulls china fa engagement esports event sponsorship experiential marketing fifa world cup football futbol hugo boss last week today live event sponsorship live events major league soccer marketing mls nba rovio entertainment russia sleeve patch soccer social media marketing sponsor spotlight sponsorship
posted on October 29, 2018
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 October 22-28, 2018.
It may not have Tier 1 sport status in America (yet), but the biggest headliner over the past week was the world's favorite sport. Brands who haven't yet found a way to integrate seem to be at a distinct disadvantage, but we'll continue to watch sponsor ROI for football. Off the pitch, this week showed a real hodgepodge of interests. Which story speaks most to you?
- Sports-wise, the hostess with the mostest last week was soccer. New partnerships and sponsorship deals were done all over the place last week.
- First, in the MLS, the league decided to follow the EPL (and other European football leagues) lead regarding sleeve patch sponsorship. Starting in 2019, it's estimated we'll see deals ranging from half a million to a million dollars for sleeve sponsorship stateside.
- Uber has had some issues operating in Europe, but the rideshare company has reached a deal with both La Liga teams in Seville in conjunction with its launch in the city last week. Both Sevilla FC and Real Betis now consider Uber their Official Mobility and Innovation Partner.
- AS Roma players will continue to be some of the best dressed as the team signed an extension with Hugo Boss for the 2018/2019 season. Quick summary: Hugo Boss is pretty integrated into European football; the brand also has deals with other league top teams Real Madrid, Paris Saint-Germain, Bayern Munich, and Tottenham Hotspur.
- You may remember the World Cup this past summer. Was it worth it for Russia?
- Moving over to the Far East, the Chinese FA national team extended its sponsorship deal with Continental Tires.
- How would you anticipate a genealogy website activating its brand? Check and see if 23andMe's pop up shop matches up with those expectations.
- Meanwhile, in the NBA, the Chicago Bulls have a creative new partnership with Rovio Entertainment. The two will debut the "Angry Birds Eye View Cam," providing a live view above the rim for fans. Rovio Entertainment, a Finnish brand, mentions Lauri Markkanen as one of the reasons the brand chose the Bulls (#BearDown).
- Over in the golf world (we know you're thinking of golf first in October), we have two stories generating a lot of interest:
- Mastercard has signed on with Topgolf as the Official Payment System and Preferred Card. Just this past week, the two teamed up at Money20/20 in Vegas; fans visiting the Mastercard booth could try out the Topgolf Swing Suite Go.
- Considered the first pay-per-view golf event, Woods vs Mickelson has a title sponsor in Capital One. "The Match" will take place on November 23 at 3PM Eastern - so you'll be able to rush home after Black Friday shopping for a relaxing evening of golf.
- How does your brand relate to your market? Does your audience consider your brand to be robotic? Check out some tips on humanizing brands from Pam Moore.
- SponsorSpotlight featured 5 Hour Energy last week. Below was the top story in our series. Unsurprisingly, it has to do with esports.
- 5 Hour Energy began a partnership with esports team Detroit Renegades in 2017.
- Back to football, check out this financial comparison between Arsenal and Leicester City:
Did we miss any? Tweet @be_tandem - we hate being behind the times just as much as you do.
Look out next Monday for the usual round-up on sponsorship news.