Thunder City Edition

Thunder City Edition Uniforms A Piece Of A Deeper Partnership

  • Coinciding with the Oklahoma City bombing’s 25th anniversary, the Thunder will wear the City Edition uniform at least 10 times this season “to educate a new generation.”
  • The team will underwrite visits to the Oklahoma City Memorial & Museum on the 25th day of every month.

The Oklahoma City Thunder’s City Edition uniforms this year have a unique, more profound meaning – and a partnership at its heart. The uniforms are paying homage to the 25th anniversary of the April 19, 1995 bombing of Oklahoma City’s Alfred P. Murrah Federal Building. Debuting on January 9 against the Houston Rockets, the uniforms are more than a material nod to the tragic event, as the Thunder have developed a partnership with the Oklahoma City National Memorial & Museum. […]

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NASCAR’s New Sponsorship Model Speeding Along

  • The 2020 NASCAR season is bringing a new sponsorship model, moving away from a title sponsor model for the first time in several decades.
  • “We see this as a real opportunity for us - and that’s nothing against the previous model or previous partners,” said Daryl Wolfe, NASCAR executive vice president and chief sales and operations officer.

NASCAR gambled that its new sponsorship model would intrigue marketing partners enough to double down on existing deals. The bet has so far paid off, as brands have found the value proposition presented by the governing body to be quite lucrative. According to NASCAR, Premier Partners will collectively own exclusive ad inventory during the NASCAR Cup Series championship race and the all-star race this upcoming season. Partners will also be featured in weekly broadcasts, NASCAR’s social and digital content feeds, […]

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NWHL’s Marketing Flexibility Continues To Resonate With Brands

  • Sponsors have found particular interest in working with the NWHL, following a change in league policy last April where it now splits sponsorship revenue with players evenly.
  • The NWHL's latest partnership with AccuWeather serves as a way for the league to provide real-time updates to fans and teams commuting to and from games.

When the National Women’s Hockey League partners with brands, it tries to find unique ways that those deals can bring value to both players and its growing fan base.  The league’s most recent partnership agreement with AccuWeather, for example, serves as a means to provide fans and teams with real-time updates about inclimate weather that may impact commutes to and from games. With the NWHL season being played in both indoor and outdoor venues across markets like Buffalo and Minneapolis, the […]

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NFL Teams Tap Instagram To Promote New Merch During The Playoffs

  • Since launching Instagram Shopping back in 2017, the social media app has worked with the likes of the NBA and the NFL to grow retail sales using the service.
  • The San Francisco 49ers and Green Bay Packers this postseason have already witnessed spikes in online sales and referral traffic, respectively, thanks to individual partnerships with Instagram.

NFL fans are known to buy official team merchandise in droves throughout the regular season.  But when the playoffs come around, that demand only picks up amid the hope that their team will lift the Vince Lombardi trophy. To take advantage of that, this NFL postseason franchises like the San Francisco 49ers are leveraging one of Instagram’s shopping features to market championship memorabilia to fans. As part of the user experience, fans tap product tags on individual posts shared by […]

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WWE’s ‘One Stop’ Marketing Approach Is Winning Big With Brands

  • WWE has quadrupled its total revenue on brand partnerships dating back to 2011, according to the company.
  • The sports entertainment brand also continues to track well across demographics that marketing partners are going after, including the all-important Gen Z and millennial generations.

WWE regularly markets itself as a one-stop-shop for brands looking to advertise within the sports industry. With no organized players’ union to speak of, WWE’s distinct advantage over competing professional sports leagues is the ability to leverage its top talent seemingly at will, according to John Brody, WWE’s executive vice president of global sales and partnerships. “Our secret sauce is the personality of our superstars that are world-class athletes and trained actors,” said Brody. “We also have a willingness to […]

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Wizards Growing Japanese Content Around Rui Hachimura

  • With Japanese-born Rui Hachimura, the Washington Wizards management saw an opportunity to build a foreign fanbase.
  • The Wizards hired a Japanese Digital Correspondent and launched social channels, website and a podcast in Japanese.

As rookie forward Rui Hachimura continues to impress in his first season for the Washington Wizards, the team’s front office is using the player as part of a case study on how to build a nation-specific content strategy. When the Wizards drafted Hachimura with the No. 9 overall pick in the 2019 NBA Draft, more than 46 Japanese media members arrived to cover the first Japanese-born first-round draft pick.  That early enthusiasm alerted the team’s front office to a potential […]

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Manchester United’s Alibaba Deal Fuels Club’s Growth Plans In China

  • About one-quarter of Manchester United’s 1.1 billion fans around the world live in China, according to a recent survey.
  • The new partnership enables Manchester United to bring original content to an estimated 700 million consumers through Alibaba’s Youku video-streaming platform.

Manchester United may be struggling to replicate the success of the Alex Ferguson era on the field, but the club’s commercial business is booming on the back of increased sponsorship dollars and merchandise sales. In November, the club reported another period of commercial revenue growth, which increased 6% to $89.5 million in its 2020 fiscal first quarter. Total revenue also rose marginally to $150.8 million year-over-year. Recent market activity suggests Manchester United has now identified China as a key growth […]

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Simone Biles 2019 U.S. Gymnastics Championships

NBC Surpasses $1B In Ads Sold Ahead of the 2020 Tokyo Olympics

  • NBC expects to exceed the $1.2 billion in total ad sales it generated ahead of the Rio Games in 2016, which is the network’s highest-grossing Olympics to date.
  • The network will not delineate linear TV viewers from digital viewers for sponsors. Instead, NBC will shift advertisers back-and-forth so that it can take advantage of spikes in viewership across its platforms.

Just over seven months away from the opening ceremony in Tokyo on July 24, NBC has surpassed $1 billion in national advertising revenue commitments, the network said  That is a double-digit increase over revenue generated through the same period in 2015 leading up to the Summer Olympics in Rio. NBC also expects to exceed the $1.2 billion in total ad sales it generated in 2016, which is the network’s highest-grossing Olympics to date. An estimated 200 million viewers are projected […]

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Changing Gears: How Peloton Can Shift The Marketing Narrative

  • Peloton has been widely mocked for its sexist holiday spot. But there's still moves Peloton can make to try to reclaim the narrative, say marketing, media and PR experts.
  • Peloton aired a shorter, 15-second version of "The Gift That Gives Back" on ESPN, which nearly airbrushed out the domineering husband.

After significant blowback, Peloton has been airing a shorter version of its widely-mocked holiday ad in which the partner of the put-upon “Peloton woman” is nearly eliminated from the spot.   Critics have blasted “The Gift That Gives Back,” in which the male husband of “Grace from Boston,” surprises her with a Peloton bike (starting price: $2,245) on Christmas morning. The young wife and mother videotapes her workouts over a year, then splices the footage together into a “Thank You” video […]

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Wingstop Taps Twitch To Grow Its Customer Base Through Esports

  • Wingstop is not the first brand to partner with a key player in the esports advertising space on a promotion. However, it is a rare occurrence. In fact, most brands opt to go down the sponsorship route.
  • The chain's new activation has already outperformed Twitch’s key partnership benchmarks around engagement, according to its CMO. Expect more promotions on the part of the brand within esports to help build brand equity with gamers.

Amid a run of consistent sales growth, Wingstop is looking to esports to help bring in even more customers through its doors. In partnership with Twitch, the restaurant chain is enabling customers to order food directly on the streaming service’s website until December 16, as part of a limited time offer launched in late November. The new capability also features Wingstop’s WIng Calculator, which recommends flavors for streamers to try based on personal preferences. “Twitch is a huge part of […]

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