LAST WEEK TODAY: PRESIDENTS DAY SPONSORSHIP BONANZA

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 12-25, 2019, because last Monday was Presidents Day and we don't want you to feel you've missed out.

We knew Christmas inspired big spending, but we weren't quite aware Presidents Day would have the same effect. (No matter just how many car and mattress commercials we've seen about Presidents Day sales). We saw two new apparel partnerships, a title sponsorship, a naming rights deal, and, well, a new jersey sponsor for one of the world's biggest soccer teams.

1. Auto brands - especially those involved with F1 - were making moves:
   • The Mercedes AMG F1 team found a new sponsor in Seedlip, the world's first non-alcoholic spirit.
   • Alfa Romeo Racing signed New Balance as the team's Official Style Partner. If you want more apparel news, check out this Category Analysis.
   • Not everyone can afford a Super Bowl commercial, but you can bet auto brands are able to make a splash during the Big Game. Check out some of the most notable campaigns here.
   • Speaking of auto commercials, BMW's new short film feels like art, not advertising, according to Adweek.
2. What does the future hold in the world of sponsorship? According to Fourth Source, it'll include more money, more tech, and more partnership.
3. Naming rights are a big deal, and brands have to find the right fit for themselves. One such did so over the past week: Chemical Bank will be taking over naming rights at Detroit's Cobo Center (a convention center complex).
4. Teams in the world's major sports leave never let up on their sponsorship sales and outreach. Efforts have paid off for these three teams:
   • FC Dallas has signed soccer's favorite brewer - Heineken - to an exclusive partnership. MLS and other soccer followers worldwide are likely unsurprised, given Heineken's proven dedication to the sport.
   • Paris Saint-Germain jerseys will be looking a little differently soon. The team has signed AccorHotels to replace Emirates on the front of the kits. PSG had been looking for a new sponsor after Emirates did not want to meet the team's fee. Not to worry though, Emirates has plenty of other irons in the fire.
   • This may be our favorite story: the NBA's Detroit Pistons have created a way for the team's sponsors and advertisers to connect called "Pistons Partner Connect." We think this is a great way to encourage new co-branded sponsorship opportunities.
5. Likely to be considered a major sport soon, the esports industry announced two exciting deals over the past couple weeks:
   • The NBA2K League now, too, has an apparel sponsor: Champion. Somewhat of a surprise, this particular brand didn't make our apparel analysis. We're excited to see other players increasing their visibility.
   • Software brand SAP has expanded its existing partnership with ESL. SAP added new tournaments at which it will provide analytics.
6. As a warmup before we start talking about the great sponsorship activation at Coachella, we have two stories in music for you today:
   • The first, actually, does mention Coachella, as festival headliner Ariana Grande found a partner for her Sweetener tour: T-Mobile. Her fans with T-Mobile will be saying thank u, next as they pick up great discounts on tour tickets.
   • Meanwhile, on the festival scene, Wedbush Securities has signed on as the title sponsor for the Garden Jam Music Festival, which will be held the weekend before Coachella just down the road in Indian Wells.

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.