Inside Scotiabank’s Landmark Deal with MLSE

The $800 million dollar deal is one of the largest in professional sports history. (photo via CNW) This past fall, Scotiabank entered into a 20-year sponsorship agreement with Maple Leafs Sports and Entertainment (MLSE) for naming rights to the Air Canada Centre. This was a landmark deal for several reasons. For one, the dollar value of $800M was a groundbreaking sum for such an agreement. In addition, it also cemented Scotiabank’s place as Canada’s “Hockey Bank”. But this deal begins long ago — from […]

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Beyond the Patch: How Harley-Davidson and the Milwaukee Bucks are Capitalizing on Their Partnership

Activations extend beyond the 2.5in by 2.5in area on the jersey. Activations extend beyond the 2.5in by 2.5in area on the jersey. (Photo via the Bucks) The Milwaukee Bucks jersey patch sponsorship with Harley-Davidson boils down to a local connection and a like-minded fan base. According to Matt Pazaras, Senior Vice President of Business Development & Strategy for the Milwaukee Bucks, Harley-Davidson is a great fit due to their authenticity. “Harley-Davidson is not a benign brand. People LOVE the brand. Even the […]

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How Audi and Airbnb Took Fan Experience to Unprecedented Heights

In early August, Audi and Airbnb gave fans the opportunity of a lifetime. The pitch side home presented by Audi and Airbnb (Via Audi Mediacenter) When it comes to promotions, delivering an opportunity that is not only unique, but memorable can create a lifetime of memories. That is exactly what Audi and Airbnb did when they had the chance to partner up for the Audi Cup that took place in early August. Four months prior to that, both companies’ creative […]

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A Concerning Trend: The Growing Gender Pay Gap in Sports Sponsorships

Unfortunately, the gap has been growing over the years. In 2017, Serena Williams earned $9 million less in endorsements than Novak Djokovic. (Julian Finney/Getty Images) While the broader topic of the gender pay gap is one that has been exhausted in the media and academic papers, articles such as these paint a picture that the pay gap is improving. Statements like this: “Peter Laatz, evp of sports marketing firm Repucom, attributes advertisers’ growing interest in female athletes to the potent purchasing […]

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StubHub’s Deal with the NFL About More Than Just Tickets

Company will help on research to enhance the event-going experience. StubHub and NFL enter new partnership On Monday, StubHub announced a five-year agreement with the National Football League designating StubHub as the “NFL Authorized Ticket Resale Marketplace” beginning with the 2018–2019 season. With the NFL’s recently announced open ticket marketplace, StubHub will be directly integrated with the primary ticketing systems of the League and its clubs, providing an official, safe and seamless way for fans to buy and sell NFL […]

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Everton Seeks New Digital Audiences With Angry Birds Sleeve Sponsorship

An interesting partnership with a unique goal. Via Angry Birds YouTube Video As English Premier League teams begin selling sleeve sponsorships, there are two clear standouts at this point. First, Tinder became the official sleeve sponsor of EPL giants Manchester United. Now, the Angry Birds logo will appear on the Everton jersey sleeve as they signed a deal earlier this year with games giant Rovio Entertainment. For those who don’t know what Angry Birds is, it is a mobile game in which […]

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Are NFL Stadium Naming Rights Worth It?

Data suggests that beauty is in the eye of the beholder. Mercedes-Benz’s deal with the Falcons extends for 27 years. (Photo via Adam White) Over the last several years, we have heard companies announce sponsorship of an NFL team’s new or existing stadium. We stop to think if the name goes well with the team and region, whether it upends or creates new tradition, and lastly, take note of the large sum that went into securing those rights. The transactions garner […]

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Kickin’ It: An Inside Look at the Life of a Professional Skateboarder

Kelvin Hoefler talks about life on the road, what he looks for in a sponsor and more. Louie Lopez nails a Fakie Flip (Photo by Jake Darwen) The Street League Skateboarding (SLS) Nike SB World Tour landed at USC’s Galen Center in Los Angeles last weekend with Nyjah Huston and Lacey Baker winning the Men and Women’s Super Crown World Championship, respectively. Huston and Baker competed against the world’s best skateboarders and 2020 Olympics hopefuls in front of a packed arena. Fans […]

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Coca-Cola Inks Endorsement Deal with Fictional ‘FIFA 18’ Soccer Star

For the first time ever, the company will use a virtual endorser. Coca-Cola is turning to a virtual soccer star to endorse its ‘Zero Sugar’ product. Alex Hunter might be the next face of Coca-Cola. He also just happens to be a fictional soccer star. In a first for the 125-year-old company, Coca-Cola has signed a virtual athlete to an endorsement deal. “For us, this reinvents brand content and how we approach advertising,” said Alban Dechelotte, Senior Entertainment Marketing Manager for […]

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