Check out the blog every Monday for a weekly roundup of the past week's most exciting and industry-altering news. These stories cover November 18 - 24, 2019 and include environmentally conscious partners, the Olympics, and other sponsorship news.





77th Golden Globes Awards

The Golden Globes secured Icelandic Glacial as their new water sponsor. But who exactly is Icelandic Glacial?

Icelandic Glacial is the super-premium natural spring water, bottled at the source from Iceland’s legendary Ölfus Spring, which was formed more than 5,000 years ago and is shielded from pollution by an impenetrable barrier of lava rock.

The spring produces water so pure that nothing is added or taken away. As a result, Icelandic Glacial possesses exceptional balance featuring a naturally low mineral content and a naturally alkaline pH of 8.4.

Furthermore, Icelandic Glacial is distinguished as the world’s first certified carbon neutral natural spring bottled water for product and operation.

The company uses 100% natural green energy to fuel its production delivering a premium bottled water to discerning consumers around the world while maintaining a “net zero” carbon footprint.

Just wanted to share with you the kind of water we're drinking from now on 🙂

See what happened there? Brand awareness just turned me into a customer.

Let's take a quick look at some of the ways they're activating:

  • Water available upon arrival to guests at the red carpet
  • [Glass] water bottles on every dinner table
  • Availability at all pre-show exclusive Golden Globes events
  • Donating water to a humanitarian cause of the HFPA's choice

That' a wrap for Icelandic, but if you want to read the official press release, head over to


Paris 2024 Olympic & Paralympic Games

The EDF Group becomes Premium Partner of the 2024 Olympic and Paralympic Games and the official electricity and gas supplier for the games.

Paris 2024's goal is to organize environmentally responsible Olympic and Paralympic Games with an objective to reach zero carbon emission. EDF is an ideal partner to help achieve this goal.

In addition to the Games, EDF and Paris 2024 will also be working in tandem to raise awareness among the French about their energy consumption.

You can read more about the partnership at Electric Energy Online.


FedEx Field 

Recycle Track Systems (RTS) announced a partnership with FedEx Field and the NFL's Washington Redskins as their exclusive waste management services partner.

RTS will improve recycling rates to deal with the average of 75 tons of trash and recycling accumulated PER Redskins game day.

Aside from recycling efforts, the sponsor will activate with community engagement and sponsorship activities including awareness videos, branding on waste receptacles and in-stadium signage, and community service initiatives. For example, they have organized a community clean-up day scheduled to start in Spring 2020.

This partnership continues RTS's commitment to increasing recycling and sustainability practices amongst professional sports franchises and their arenas and stadiums.

RTS manages services at other premier sports facilities including CitiField, Nationals Park, Barclays Center, Audi Field and Talen Energy Stadium.


2. More Olympic Partnerships


The International Olympic Committee (IOC) confirmed Airbnb as the newest member of its Worldwide Olympic Partner sponsorship program.

It's speculated to be a deal worth $500 million, and will begin with the Tokyo 2020 Olympic Games. In addition, there will be four more editions through to 2028 (five total over the course of eight years).

As a result, this partnership will minimize the need for new accommodation infrastructure, and in turn, generate direct revenue for the communities impacted.

This deal is the second top sponsorship announced by the IOC this year, following a joint [12-year long] partnership agreement with soft drink giant Coca-Cola and Chinese dairy producer Mengniu, worth a reported combined $3 billion.

To learn more about this deal, check out SportsPro Media.



  • Venturi Racing enters multi-year title partnership with global telecommunications company ROKiT (source)
  • Social CBD announced a health and wellness-focused partnership with the reigning SLS World Champion and 2020 Olympic hopeful Nyjah Huston (source)
  • GOAT, the global platform for style, has launched an official partnership with the Brooklyn Nets for the 2019-20 season (source)
  • English top-flight soccer club adds Crypto Millions Lotto as official partner (source)
  • Advance Auto Parts announce partnership with Team Penske to begin with 2020 NASCAR season (source)


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

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