Sponsorship

Monday Morning Marketer: Bumble Vice President Chelsea Maclin

  • Bumble looks to push equity and equality forward through sports.
  • Likewise, the partnerships are meant to add value to the app’s 80 million global users.

When Bumble showed up as the jersey patch sponsor of the Los Angeles Clippers, the female-led brand made an instant impression by partnering with a male-oriented sports team. The partnership was meant to push forward the two brands’ commitment to progressive, compassionate decision making, as well as diversity and gender. Bumble has since gone on to partner with esports organization Gen.G, sponsoring an all-women Fortnite team in what is otherwise a male-dominated industry. In 2019, the Austin-based company partnered with […]

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Subaru Signs On As Philadelphia Union Stadium Naming Rights Partner

  • The deal represents Subaru’s first stadium naming rights deal globally.
  • Naming rights deals for MLS stadiums are typically valued at upwards of $3 million a year.

The Philadelphia Union have signed a multi-year stadium naming rights deal with Subaru of America. The home of the Union will now be named Subaru Park, and Subaru will become the exclusive automaker partner of the club. It marks the first stadium naming rights deal for the automaker.  Subaru Park marks the third name for the 18,500-seat venue located in Chester, Pennsylvania, roughly 20 miles southwest of Philadelphia. Most recently, the venue was known as Talen Energy Stadium after its […]

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hard seltzer partnerships

Hard Seltzer Spilling Into Sports Partnerships

  • Beverage category sales grew 226% in 2019, expected to reach $3.5 billion in 2020.
  • Anheuser-Busch making a significant push to challenge segment leaders White Claw, Truly.

Despite developing a massive culture buzz and significant sales growth, hard seltzer has remained relatively quiet in sports partnerships. But that is changing rapidly.  With the emergence of established alcohol brands in the category, especially of those that already play in the sports partnership world, the still-fledgling market could be ripe for the picking. “We’ve seen it happen on several levels, especially with how hard Anheuser-Busch has come at the category,” Justin Kendall, editor of BevNet’s Brewbound, said. “The category […]

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NBA All Stars Kemba and Lebron

Brands Turn to NBA All-Star Game to Connect Amid Declining Ratings

  • Television down due to injuries, alternatives and too many Warriors games.
  • Focus on stars off the court as Hennesey launches, Turner celebrates its history.

After NBA ratings suffered through the early-season, brands are turning to the league’s All-Star Game as a way to make sure they’re connecting with fans. The reasons for the decline are numerous, from injuries to poor matchups to a plethora of entertainment alternatives, Turner Sports Chief Revenue Officer Jon Diament said, specifically mentioning a glut of games featuring the struggling Golden State Warriors. NBA fans haven’t disappeared, however, so Turner continues to work on multi-channel avenues to reach them. “[Millennials […]

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Cowboys Main Entertainment

Dallas Cowboys Mark 60th Birthday with Eatertainment Partnership

  • Cowboys partner with Main Event Entertainment to reach a younger demographic with branded birthday parties.
  • ‘Competitive Socializing’ industry expands to more than 600 locations nationwide.

As the Dallas Cowboys prepare to celebrate the organization’s 60th birthday, a new partnership will help amplify the party. The Cowboys announced a partnership with Main Event Entertainment, a social entertainment company with 43 locations in 18 states. To celebrate the Cowboys milestone, Main Event locations in Texas, New Mexico and Oklahoma will host parties on January 28.  Financial terms of the multi-year deal were not disclosed, but Main Event receives a “vast array of marketing rights, benefits and designations […]

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Enterprise Embracing Opportunity of Hometown NHL All-Star Weekend

  • St. Louis-based Enterprise is providing a variety of free programming for local hockey fans.
  • NHL special events are providing long runways for partners to better connect with hockey fans.

Honda may be the presenting sponsor of the NHL’s All-Star Weekend, but it’s St. Louis-based Enterprise activating at every turn of the weekend-long celebration of many of the league’s top players. In its home market, Enterprise felt a need to play a significant role in the 2020 NHL All-Star Weekend, said Kyle Sanborn, vice president of brand strategy at Enterprise.  The St. Louis-hosted All-Star Game is made all the more special by the Blues winning the Stanley Cup in 2019, […]

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Chicago Bulls Bring New Life Into Classic Activation Alongside SQWAD

(SQWAD is a proud partner of Front Office Sports) Faithful fans of the Chicago Bulls will instantly recognize the Dunkin’ Race as a key experience aspect of attending a Bulls’ home game. Sponsored by Dunkin’, fans direct their attention to the scoreboard within the United Center to see which animated character would finish the race first for a chance at a Dunkin’ coupon.  In the past, fans would receive a printed game card with a pre-determined character from that night’s […]

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New Mexico United Jersey

New Mexico United Creating ‘Derivative Value’ With Jersey Sponsors

  • New Mexico United split its jersey sponsorships into home and away.
  • Away jerseys hit major markets of interest to a New York finance firm, while home aims to build community.

Challenged by a small corporate market and the lack of a large established fan base due to its expansion club status, New Mexico United chose to use its most valuable sponsorship asset to drive interest in the club.    While most soccer clubs traditionally have one sponsor across the front of all of its jerseys, the USL Championship club split its jersey sponsorship into home and away.  For the away kit, New Mexico United signed a deal with New York-based finance […]

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Bridgestone

Bridgestone Partnership Provides NHL Winter Classic Stability

  • As the title sponsor of the NHL Winter Classic for more than a decade, Bridgestone continues to build brand awareness with hockey fans.
  • The lengthy partnership allows both Bridgestone and NHL to build on what's worked in the past and innovate as they move toward accomplishing brand goals.

When the NHL launched the annual Winter Classic outdoor game on New Year’s Day in 2008, it aimed to give the league a high visibility position on what had historically been a professional sports-devoid holiday. The numbers over the last eleven years have proven that out, with the game consistently ranking as the most-watched NHL regular season game each year. The 2019 Winter Classic averaged 2.97 million viewers on NBC, including those who watched it on streaming platforms. In comparison, […]

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Carnival Cruise Shaq

Carnival Cruise Line Building Sports Partnership Portfolio Pushing Fun

  • Carnival Cruise uses sports as an entry point into key port markets, including Miami, Houston and New Orleans.
  • The cruise line also uses national sponsorships with Shaq and the Harlem Globetrotters to align with fun as cruise lines push further into sports.

Despite a sports partnership portfolio that includes deals with NBA and NFL teams, the Harlem Globetrotters and former NBA superstar Shaquille O’Neal, sports are not a marketing focal point for Carnival Cruise Line. However, Scott Becher, Carnival Cruise Line’s vice president and head of partnerships, said that the company has used these partnerships to connect with potential passengers through fun activities.  “Sports is not an intentional strategic channel for Carnival,” said Becher. “We play where our guests play: entertainment, movies, […]

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