LAST WEEK TODAY: May the 4th be with you

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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 29-May 5, 2019.

Last week, millions of science fiction fans uttered a variation on the famous movie phrase "May the force be with you". For many years fans have recognized May 4th as the day to pay tribute to their favorite movie series. The celebration reached all the way to Yankee Stadium, where the Yankees went Jedi! The first 40,000 through the gates received a CC Sabathia Jedi bobblehead showing the New York ace wearing a brown robe and holding a lightsaber. Maybe Jedi mind tricks explains how he recently notched his 3,000th strike out. There were also plenty of exciting sponsorships this past week.

1. PUMA:
   • For all you racing fans out there...
   • Formula One has agreed a long-term deal with PUMA, the German sportswear company to become the sport’s exclusive merchandise retail partner.
     • This deal has gained Puma the rights to design, produce and sell Formula One branded products trackside at grands prix.
   • After a 20-year hiatus from the basketball world, PUMA has made a giant splash of a return.
     • PUMA has signed a multi-year deal to become an official marketing and footwear partner of the NBA in the brand’s latest move since announcing a return to professional basketball.
2. IHG Hotels & Resorts has been named official hotel and hotel loyalty partner of the US Open Tennis Championships.
   • The multiyear agreement, commencing with the 2019 US Open, also includes sponsorship of the Western & Southern Open in Cincinnati, part of the US Open Series.
3. Tinder, the best dating app for 2019:
   • Tinder signs on as official sponsor for The Governors Ball.
     • The dating app has launched 'Festival Mode,' which lets users connect with others who are attending the same festivals in the U.S., U.K. and Australia, including Electric Daisy Carnival, The Governors Ball, Bonnaroo, All Points East and Parklife.
4. Absolut launched its new Planet Earth’s Favorite Vodka campaign:
   • Absolut vodka created an oasis for “people, planet and product” at its experiential activation at Coachella, offering festivalgoers dancing, drinks and air conditioning, as well subtle cues alluding to its new Planet Earth’s Favorite Vodka campaign, which officially kicked off on Earth Day. Its Coachella experience was the first iteration of the program.
5. Major Brand News:
   • CVS Health is the first major brand to join the Quit Big Tobacco initiative started by Vital Strategies last year.
     • The retailer vows to not work with any agency that counts a tobacco or e-cigarette company as a client.

Did we miss any? Tweet @be_tandem to let us know - we hate being behind the times just as much as you do.

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