LAST WEEK'S SPONSORSHIP NEWS
These stories cover sponsorship news for January 20-26, 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!
FIRST-EVER CBD SPONSOR INFLUENCER
PGA Golf tournamenet Farmers Insurance Open welcomed its first-ever CBD sponsor this past weekend in San Diego, California.
PlusCBD Oil, a supplier and manufacturer of hemp cannabidiol (CBD) products was the official CBD partner and activated with a booth to give attendees an opportunity to sample their products.
SOCIAL MEDIA INFLUENCER
Bianca Andreescu, 2019 US Open champion, has seen her following grow by 585% in the last six months, ranking her the highest-performing athlete aged 25 and under.
On the men's side, Russian Daniil Medvedev saw follower growth of 473% over the past six months.
Read more at SportsProMedia.com
MULTI-YEAR DOVE DEAL
The Dove brand already has a strong association with rugby, which will now include a multi-year partnership with the Guiness Six Nations ensuring branding for Dove's Men+Care line will be visible across a variety of digital and physical assets.
The agreement builds on Dove's Men+Care brand's existing partnerships with individuals from the English, Irish, Scottish, Welsh, and Italian rugby unions.
Read more on SportsProMedia.com
MOST POWERFUL SPONSORSHIP PROPERTIES
The two highest earning clubs in the world are the most valuable to brands from a sponsorship perspective.
According to a recently released list generated by real-time sponsorship valuation engine POWA Index, La Liga Barcelona and Real Madrid are the two most powerful properties in club soccer.
The POWA Index list is generated utilizing data from over 3,000 teams, leagues, and events around the world.
Michael Flynn, chief executive of DataPOWA, which operates the POWA Index, said: “Not only are the top three football clubs the most powerful sports marketing platforms and the most successful from a revenue perspective, POWA index also identifies them as the top three club sponsorship platforms across all sports globally. Only the NBA, a governing body, is seen to have an average yearly POWA score that is just ahead of the two La Liga teams.
Read more at SportsProMedia.com
PAC-12 & 76 EXTEND DEAL
Retail gas brand 76 became the first-ever presenting sponsor of the American Football Championship Game and has no extended its official sponsorship until 2023. Through this deal, 76 also became the official sponsor of the Pac-12's annual men's basketball tournament, beginning next year which will run until 2024.
Pac-12 is also sponsored by Dr Pepper, Gatorade, Geico, New York Life, Nike, Optus Bank, and Unifi.
Read more on SportBusiness.com
LEAGUE OF LEGENDS SECURES BEER SPONSOR
US beer brand Bud Light is now the official beer of the League of Legends Championship Series (LCS).
This new partnership will include Anheuser-Busch beer being served at mobile bars and beer gardens at LCS Studio and upcoming split finals. They will also support post-shows.
Brewery Anheuser-Busch InBev is getting ahead with esports, and has already trademarked the "official beer of esports" phrase.
Read more at Esports Observer
NEW PATCH SPONSOR SECURED
The Mavericks began searching for a new patch sponsor after ending their $5 million deal with ecommerce app 5miles last August. Surprisingly, this happened while there was still a season left on the contract.
Now, the NBA Dallas Mavericks have reportedly signed a multi-year jersey patch sponsorship deal with the US financial services company Chime. According to USA Today, the agreement is worth nearly $10 million a year.
Read more at SportsProMedia.com
NEW NAMING RIGHTS FOR MLB FIELD
Miller Park will be known as the American Family Field beginning with the 2021 season following a deal between Major League Baseball's (MLB) Milwaukee Brewers and the American Family Insurance (AFI) firm.
This agreement is slated to run for 15-years, with logo and branding elements expected to be revealed later this year.
AFI also acquired title rights to the team's spring training facility in Arizona, changing its name to American Family Fields of Phoenix last year.
Read more at SportsProMedia.com
Look out next Monday for the usual round-up on sponsorship news.
GO BACK IN TIME:
This week: Media Network Misses the Mark, Erg-Enomics, Will Resale Lead to Rebound for Reebok, The Streaming Wars: Along Came a Mouse
This week: Nation Going Live Boosts Live Nation, Team Values Not Fazed by Pandemic, Conference Shake Up Rattles Financials, Liberty Rides F1 to Record Revenues
This week: Benz Bows Out, Caesars Steps In, The Games Still Gold for Broadcasters, Netflix Avoids Live Sports…For Now, Gaming You Can Sweat To
This week: NFL Relationship with Twitter Continues, Video Game Kicks in Revenue Boost for FIFA, Strength in Numbers: WNBA Eyes New Markets, Toyota at Tokyo: A Sponsor in the Shadows
This week: NBA Eyes NFL for Sponsorship Crown, Mercury Rising on Women Sports Sponsorship Interest, The Market Sees Strikes for Bowlero, The NIL Era Begins
This week: Racing’s New Secret Weapon: Netflix, Chipotle with a Side of Tesla, Brick and Mortar Gyms Strike Back, Pandemic a Positive for Golf
This week: Sunday Spirits – Diageo Signs with NFL, Sports Media Partnership Falls Through…For Now, A Sticky Situation for MLB, NFL Going Green?
This week: Supply Chain Issues Back-Up Bikes, PGL to Threaten PGA?, NFL International Looks at German Return, Bettors ‘All In’ on Table Tennis
This week: Fox Sports to Revive USFL, Endorsements Edge Salaries for Top Athletes, 17-Game Season Just a Pit Stop?, Media-Backed WNBA Seeing Gains
This week: The Association Eyes Africa for Growth, Nike Doubles Down on Osaka, Amazon Strikes Back, Nielsen Folds in Streaming