LAST WEEK'S SPONSORSHIP NEWS
These stories cover sponsorship news for January 27 to February 2, 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!
ARMS RACE BETWEEN NIKE & ADIDAS
An arms race has developed between Nike and adidas to acquire elite European club assets with Nike securing a deal with Liverpool FC last week. There's potentially more opportunity with higher royalty fees in this new deal with Nike. You can read more details about this potential upside for Liverpool at SportBusiness.com.
NEW SHIRT SPONSOR
English soccer giants Chelsea secured a three-year principal partnership with British telecommunications company Three, which is said to be comparable to the expiring $52.5 million annual deal with Yokohama slated to end with the 2019/2020 season. The brand will become the primary shirt sponsor for the Premier League club.
Read more at SportsProMedia.com
French football champion Paris Saint-Germain welcomes Poland-based CoinCasso as an official partner in all territories outside of France including Europe, Asia, and the US. This supplements an existing deal in the cryptocurrency space with Socios.com who is focused on the French market.
“The cryptocurrency exchange market is both young and innovative,” said Luke Ozimski, chief executive of CoinCasso. “We are delighted to be one of the first specialists to reach out to the general public and team up with one of the most popular football clubs in the world."
Read more on SportBusiness.com
NEW NAMING RIGHTS PARTNER
Tampa Bay Lightning announced last week that the Ice Sports Forum is now the TGH Ice Plex® following a multiyear partnership extension with Tampa General Hospital.
A long-standing partnership between the two for nearly two decades was definitely a factor in expanding the deal which includes entitlement of the team's training facility as well as in-ice logo placement at AMALIE Arena, signature engagement, and activation platforms.
Read more at NHL.com
ANOTHER NEW NAME
The Dayton Dragons also announced a new naming rights agreement with Day Air Credit Union that will change the name from Fifth Third Field to Day Air Ballpark.
Financial terms of the agreement were not revealed, but it is a 10-year agreement, which Phil Parker, president and chief executive of the Dayton Area Chamber of Commerce, called a smart business move for both the team and the credit union.
More details available at DaytonDailyNews.com
BRITISH PARALYMPIC SPONSOR
Nestlé Cereals UK to sponsor ParalympicsGB which will see the company provide its packing to athletics, table tennis, powerlifting, and cycling.
The team's sponsorship portfolio includes British Airways, adidas, Allianz, Hogan Lovells, Mondelez International, Sainsbury's, Toyota, Virgin Media, Asos, BP Oil, and Citigroup.
Read more on SportBusiness.com
TOYOTA SPONSORS MLF
Toyota announced a formal sponsorship of Major League Fishing (MLF), professional bass fishing's newest premier tournament organization. The partnership also includes Fishing League Worldwide (FLW), the world's largest tournament-fishing organization.
John Acosta, Vice President, Marketing and Business Development for Major League Fishing. “Through this comprehensive, multi-year deal, Toyota continues its rich history of supporting the outdoors, now leveraging MLF’s highly rated media platforms and angler-centric tournament trails to further position Toyota as a catalyst for growth in the sport of competitive bass fishing.”
Read more at FLW Fishing
NEW OFFICIAL AIRLINE
Allegiant, who has been an airline sponsor of the Colts since 2015, entered into a new partnership with the Indianapolis Colts and will become the "Official Airline of the Indianapolis Colts."
Read more at PRNewsWire.com
Look out next Monday for the usual round-up on sponsorship news.
GO BACK IN TIME:
LAST WEEK TODAY: SPONSORSHIP EXPLOSION 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 15-21, 2019. Do you remember at the beginning of the year when we were struggling for great sponsorship and experiential stories? Not any … Continue reading Last Week Today: Sponsorship Explosion
LAST WEEK TODAY: SPONSORSHIP EXPANSION 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 8-14, 2019. It seems many of the stories we have today feature expansion of current relationships. We love it. While finding new sponsors … Continue reading Last Week Today: Sponsorship Expansion
LAST WEEK TODAY: SPONSORSHIP ACTIVATION 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 31-April7, 2019. Whew, it’s been a while. Have you missed us? Jumping straight in, there’s some new research for you to check out, … Continue reading Last Week Today: Sponsorship Activation
Best Awards Season Sponsorship Activations Award season truly begins with the Toronto International Film Festival, which takes place in early September. Then during the months ahead, viewers are captivated with the glitz and glamor of the Golden Globes, Emmys, Grammys, and the OSCARS. This isn’t just a night for the stars to shine; awards season … Continue reading Best Awards Season Sponsorship Activations
LAST WEEK TODAY: SPONSORSHIP VALUE 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 11-17, 2019. This week’s most popular news really covers all bases. We touch on music festivals, fan reports, naming rights, new deals, extended … Continue reading Last Week Today: Sponsorship Value
LAST WEEK TODAY: INNOVATION & BRANCHING OUT 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 4-10, 2019. Some exciting deals over the past week – and in categories we don’t see every day. We had three … Continue reading Last Week Today: Innovation & Branching Out
LAST WEEK TODAY: GROWING THE SPONSORSHIP INDUSTRY 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 25-March 3, 2019. Welcome to March – can you believe its here already? PSA: Daylight Saving Time starts this Sunday – … Continue reading Last Week Today: Growing the Sponsorship Industry
Category Analysis: Credit Cards & Payment Processing Much like the Big 4 sports leagues in the US, we have four main credit card companies: American Express, Discover, Mastercard, and Visa. Each has a distinguished history in the sponsorship sphere, though Amex, Mastercard, and Visa have much more extensive and notable sponsorship portfolios these days. The variety, … Continue reading Category Analysis: Credit Cards & Payment Processing
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 … Continue reading Last Week Today: Presidents Day Sponsorship Bonanza
Super Bowl LIII Commercials: Automotive Category The Super Bowl is the biggest game of the year with much anticipated commercials. Companies spend millions on Super Bowl ads, all chasing the same goals to be remembered and talked about by fans across the county. During Super Bowl LIII, automotive companies went all out, pulling all the … Continue reading Super Bowl LIII Commercials: Automotive Category