Athletic Brewing beer

Athletic Brewing Pushing Non-Alcoholic Beverage Category Into Sports

  • Athletic Brewing’s $17.5 million Series B funding included Darren Rovell.
  • The non-alcoholic segment is growing 44% this year.

After launching in 2018, non-alcoholic beer brand Athletic Brewing has seen explosive growth and is looking toward sports to continue its climb.  The company maxed out capacity at its Connecticut production facility and has taken over the San Diego production facility of Ballast Point Brewing Co., expanding its beer-making capabilities tenfold. That will now allow Athletic Brewing to grow its presence in sports, both in terms of availability at events as well as through sponsorships “Our sports budget is as […]

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Teams, Beverage Brands Lean on Virtual Happy Hours

  • Already focused on developing an at-home strategy, the Orlando Magic use the pandemic to test out programming.
  • Milwaukee Brewers find a natural fit with Molson Coors for continuing virtual events.

Even before the coronavirus pandemic shut down the sports world and forced teams to find new ways to stay top of mind, the Orlando Magic staff was thinking about how to create a more immersive at-home experience for fans. The NBA hiatus has forced the team’s hand and led to a Budweiser partnership integration with a virtual happy hour, which will allow fans to save $5 on Anheuser-Busch deliveries through Drizly. The promo supports an Instagram TV happy hour with […]

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Wrigley Renolyds

MLB Explores Tarps for Empty Seats

  • This article was first published in the FOS Daily Newsletter. Subscribe here.
  • Sponsored tarps over empty seats could help offset revenue losses from playing in empty stadiums.

As teams seek new revenue while seasons start without fans, an FOS Exclusive by Danni Santana looks into an MLB proposal to cover those empty seats with sponsored tarps. In 2019, 11% of league revenue came from sponsorships, while this year owners say they’ll lose more than $600,000 for every game played without fans. Data firm Nielsen confirmed it is working with multiple professional leagues and teams to explore new revenue-generating opportunities. The tarp idea isn’t wholly new, as MLB […]

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Paypal jersey

Sports Sponsorships to Drop 37%

  • This article was first published in the FOS Daily Newsletter. Subscribe here.
  • Sports sponsorships are projected to drop from $46.1 billion in 2019 to less than $29 billion this year.

Sports sponsorships are taking a major hit in 2020. An analysis from sports marketing company Two Circles found global sports sponsorship rights fees will decline 37% this year to $28.9 billion after totaling $46.1 billion in 2019. The financial services sector – generally the largest investor in sports partnerships globally – was one of the hardest hit by the pandemic, and is expected to drop its spending by an expected 45%. The segment spent $12.58 billion in 2019 but is […]

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Wilson NCAA balls

NBA Switching To Wilson After Nearly 40 Years With Spalding

  • Wilson, the NBA's first official basketball in 1946, takes over as the league's ball after Spalding held that role for nearly 40 years.
  • Wilson is also the official basketball of the NCAA.

After a 37-year hiatus, Wilson has reclaimed its position as the official basketball supplier to the NBA. The company will take over the reins starting with the 2021-22 season. The switch marks the end of Spalding’s nearly 40-year run as the official ball. Wilson will also be the official ball for the WNBA, G-League, 2K League, and Basketball Africa League. Terms of the deal were not disclosed. “Hundreds of millions of people play basketball worldwide and participation is expected to […]

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Warriors Lean on Partnerships to Drive Relief Efforts

  • From a $25,000 donation with Williams Sonoma to Zaza Pachulia’s delivery of 70 meals via Uber to healthcare workers, the Warriors are finding ways to integrate partners into community efforts.
  • The Warriors' community efforts with partners during the coronavirus outbreak underscores the organization’s vision to be a community asset.

As the Golden State Warriors prepared to play a game on March 16 without fans, the team’s senior vice president of partnerships Mike Kitts said he naively felt they were readying to face the worst-case scenario. But even before the game had the chance to tip-off, the NBA postponed its season, and a whole new playbook was about to be written on the fly.  For the Warriors partnership team, that meant putting together a plan to interact with sponsors during […]

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NASCAR Driver Michael McDowell Climbs Virtual Standings to Land Real Sponsor

  • Virtual races are providing drivers a way to bring on new and potential partners with lower hard costs.
  • Fitness drink brand Celsius is using virtual car sponsorship as one way to reach consumers in its pivot away from live events.

While he’s out racing on a virtual track, NASCAR driver Michael McDowell is still bringing on real sponsors. “[The virtual races] presents a new opportunity because the hard costs are down substantially,” McDowell said. “It’s allowed us to have an opportunity to bring [potential partners] in a little closer and give them an opportunity with people tuning in and engaged on social media.”  McDowell and Front Row Motorsports have signed Celsius, a fitness drink, to be the primary sponsor of […]

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Boulevard Brewing Pivots To Digital With Whit Merrifield Campaign

  • In the second year of partnership with the Kansas City Royals second baseman, the KC brewery is finding new ways to connect with fans.
  • Boulevard wants to go deep with the Royals and Kansas City before spinning to other teams.

Last year, Kansas City’s Boulevard Brewing amplified its status as the Kansas City Royals’ official craft beer partner by also partnering with the team’s second baseman, Whit Merrifield.  The team’s partnership with the brewery began in 2017 – and expanded to include Merrifield last year as players could now take on partnerships with alcohol brands because of a change from the MLB Players Association. Prior to the change, active players could not have partnerships with alcoholic beverage brands.Despite the current […]

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The Brand Guide To Optimizing Sponsorship Performance

  • Marketers can become familiar with the definition of Sponsor Media Value.
  • Teams and brands will need to make adjustments to campaigns throughout the season to maximize value.

(GumGum Sports is a proud partner of Front Office Sports) Fans are exposed to hundreds of different brands every time they watch a game on television or in person. Brands are willing to invest thousands or, in some cases, millions of dollars in order to make sure that they stand out. But with that kind of money on the line, brands can’t afford to run an ineffective campaign. In GumGum Sports’ latest report, titled “Deals To Dollars: The Brand Guide […]

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LA Marathon Asics

Asics Seeks Return To Top Of Running World With Marathon Sponsorships

  • Japanese running brand is back as presenting sponsor of Los Angeles Marathon.
  • Marathons provide sponsors with intimate connection points to participants.

As runners take off from the starting line at the Los Angeles Marathon, Asics is making a strong push to get back to the top of the running world.  Positioning Asics as the presenting sponsor of the Los Angeles Marathon is an effort to return the brand’s focus to performance running, said Richard Sullivan, executive vice president of Asics North America.  “This is our heritage, it is who we are, and it is what will take us to the next […]

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