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

 

CRYPTOCURRENCY

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

Photo Source: NHL.com

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

Photo Source: Dayton Daily News

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

Photo Source: Major League Fishing

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:

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

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