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.

 

View this post on Instagram

 

@australianopen x @nikecourt fit

A post shared by Bianca Vanessa🦋 (@biancaandreescu_) on

Read more at SportsProMedia.com

 

MULTI-YEAR DOVE DEAL

Photo courtesy of Six Nations Rugby

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.

Photo Courtesy of El Plural

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.

Photo courtesy of Grand Canyon University

Read more at SportsProMedia.com

 

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

GO BACK IN TIME:

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

Last Week Today: Big Deals, Big Engagement

LAST WEEK TODAY: BIG DEALS, BIG ENGAGEMENT   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 26-March 4, 2018.   It was a good week for Tough Mudder’s sponsorship team. Two new deals were signed: CELSIUS and … Continue reading Last Week Today: Big Deals, Big Engagement

Book a consultation

Book a Consultation
GDPR/CCPA Agreement *

Browse by category

Subscribe to our blog

Receive emails when a new blog post comes out. You can unsubscribe at any time.

Subscribe