Neymar Jr and Red Bull Team Up to Bring Unique Tournament to 60 Countries Around the Globe

For the third season, Neymar Jr and Red Bull have teamed up to bring Neymar Jr’s Five to countries and cities around the globe. The tournament will see more than 14,000 five-a-side teams compete to decide who will reign as global male and female champions of the Brazilian legend’s signature tournament. In order to be crowned the champion, the winning team must survive rounds of 10 minutes of intense action, with no goalkeepers and the teams losing a player every […]

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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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