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:
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 … Continue reading Category Analysis: Grocers
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 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 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