LAST WEEK'S SPONSORSHIP NEWS

These stories cover sponsorship news for January 6-12, 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!

 

NIKE SPONSORS LIVERPOOL

It's official! With New Balance no longer in the picture, Nike becomes the official kit supplier of the Premier League club Liverpool from 2020-2021 season for a basic fee of $39.5 million per season.

The sportswear giant will manufacture and supply Liverpool’s playing, training & travel wear for its men’s, women’s and Academy squads, as well as coaching staff and the Liverpool FC Foundation.

Read more on SportBusiness.com

 

PARALYMPIC SUMMER GAMES

Japanese automotive manufacturer, Toyota, and oil and gas company BP made a deal with Channel 4 to become joint sponsors of the 2020 summer Paralympic Games.

This shared sponsorship will include build up programming, live coverage during the games, highlights and entertainment shows.

While Toyota has been a part of this since 2018, the deal will be BP's first television sponsorship with the broadcaster.

Read more on SportBusiness.com

 

FANTASY & SPORTS BETTING

DraftKings renewed their partnership and will continue as the daily fantasy and sports betting partner for the New York Rangers and New York Knicks, as well as the Westchester Knicks of the NBA's G-League.

Read more at SportTechie.com

 

RUSSIAN TYCOON "THINKS" ABOUT IT

Alisher Usmanov, a Russian billionaire is "thinking about" investing in top-flight English soccer club Everton. He's actually a loyal fan of Arsenal. But since he's a professional, stated he will wear an Everton shirt if he goes through with this.

Read more on SportsMediaPro.com

 

MORE SPONSORS WALK AWAY

The Williams Formula One team have now also lost the Unilever-owned brand Rexona after they decided not to renew their contract. This is in addition to losing PKN Orlen, Tata Communications, Omnitude, and Symantec.

The team's financials showed a loss of more than $21 million for the first half of 2019, and revenue fallinng from $79.8 million to $60.9 million year-on-year. Needless to say, it's been a rough season for the Williams team.

On the flip side, Canadian food products manufacturer Sofina Foods has extended and expanded its sponsorship deal with Formula 1 motor-racing team Williams.

Read more at SportsProMedia.com

 

RACEWAY LOSES NAMING RIGHTS SPONSOR

Well, kind of...

Media technology company ISM Connect stepped down from its naming rights agreement with the Phoenix Raceway just two years into its 10-year contract. This was a mutually agreeable decision to restructure their relationship.

The Phoenix Raceway will host the 2020 Nascar Cup Series Championship for the first time in November after a $178 million revamp.

Which also means that the Auto Club Speedway in Fontana, California is the only Nascar Cup Series track with a naming rights sponsor attached.

Read more at SportBusiness.com

 

HUMAN-SIZED HAMSTER WHEEL

Did you see it?! Aflac activated at the iHeartRadio Jingle Ball on December 13 with the Supplemental Spinner – a human hamster wheel that offered prizes.

 

 

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

GO BACK IN TIME:

Last Week Today: Trending Now

LAST WEEK TODAY: TRENDING NOW 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 30-May 6, 2018. You don’t necessarily have to be a trendsetter to succeed in sponsorship (though if you are, we are definitely not telling … Continue reading Last Week Today: Trending Now

Last Week Today: Sponsorship Fit Is Key

LAST WEEK TODAY: SPONSORSHIP FIT IS KEY 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 23-29, 2018. Fit is important. When pitching, rights holders should always consider both the likely goals and values of each potential sponsor. … Continue reading Last Week Today: Sponsorship Fit Is Key

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

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