Wrangler NFR

Wrangler Goes Back To Western Roots With Focus On Rodeo

  • Created with the help of cowboys in the 1940s, Wrangler is rooted in the western lifestyle.
  • The brand lost focus of the heritage with mass campaigns in the 80s and 90s, but Wrangler's new campaign recaptures its roots.

In the 1990s, Wrangler’s exposure to sports marketing was working with athletes like Brett Favre and the Earnhardts in marketing campaigns. Now the brand is returning to its sporting roots.  While the clothing company never strayed from its commitment to western culture and rodeo, Wrangler lost a little bit of focus, said Allen Montgomery, vice president and general manager of Wrangler Western. The company’s flagship sponsorship play, the National Finals Rodeo, is in full swing this week in Las Vegas […]

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Big Boi Budweiser Hawks

Big Boi ‘Surprises and Delights’ With Budweiser and Hawks

  • The Atlanta Hawks and Budweiser activated Georgia's limited-edition Big Boi Tall Boy cans with special courtside seats.
  • During a November game, the Atlanta rapper made an appearance to further amplify the fan experience.

On November 20, Atlanta rapper Big Boi surprised the Atlanta Hawks crowd and told two fans to get out of his seats: a pair of big, fuzzy ones on the sideline. The seats are part of a Budweiser activation at the Hawks’ State Farm Arena, an opportunity for fans drinking the beer company’s Big Boi Tall Boy 25 oz. cans to win. Most nights, Big Boi isn’t at the games, but that Wednesday night was an opportunity for the three […]

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Squash Tournament of Champions

Squash Demographics Attracts High Profile Sponsors

  • There's only 1.71 million U.S. squash players, but with median income of $300,000, they're a sought after demographic.
  • Pro tour tournament sponsors include J.P. Morgan, Oracle and Wall Street Journal.

The sport of squash may only has roughly 1.71 million players in the U.S., but a non-traditional tournament venue has not only helped to grow its visibility but also present sponsors with a unique opportunity. That venue is Grand Central Station in New York City, where squash’s J.P. Morgan Tournament of Champions has been held dating back to 1999. The tournament will have roughly 13,000 ticketed attendees, but promoter John Nimick said there is another viewer the Tournament of Champions […]

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Budweiser NBA responsibility

Budweiser Celebrates Extended NBA Partnership with New Campaign

  • Anheuser-Busch has been an NBA partner since 1998.
  • With actor Anthony Anderson and Lakers guard Danny Green, Budweiser launches new responsibility campaign.

With a freshly-renewed NBA partnership deal, Budweiser is kicking off its 22nd season as the league’s official beer with a responsible message, hydrating between Buds. The previous four-year deal between the two was set to expire at the end of this season. Details of the new deal were not disclosed. The brewer has been a partner of the league since 1998. Anheuser-Busch’s overarching partnership with the NBA spans across all leagues, including the NBA, WNBA, NBA G League, NBA 2K League, as well […]

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Delta Showtime Seat Exchange

Delta Launches Seat Exchange Program To Further Connect to L.A.

  • Delta Air Lines and Los Angeles Lakers launch new ticket exchange program for season ticket members.
  • The activation is a larger piece of Delta's efforts to build customer loyalty in L.A.

Delta Air Lines is taking an innovative approach with its partnership with the Los Angeles Lakers to further cement its status in L.A. The Atlanta-based airline announced a multi-year extension of its partnership with the Lakers on October 30, highlighted by a new activation, the Showtime Seat Exchange. “With Showtime Seat Exchange, Lakers fans can give back to the community and be rewarded for their generosity while also giving Angelenos who might not have many opportunities to attend a game […]

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Mickelson Amstel Light

Heineken Turns To Mickelson To Help Revive Amstel Light

  • Heineken lost focus on its Amstel Light, but looks to breath new life into the brand.
  • In an incentivized deal, the beer company has partnered with Phil Mickelson.

Heineken is turning to a familiar face as it attempts to bring the beer brand Amstel Light back to relevance. The company has entered into a “true business partnership” with golfer Phil Mickelson as the brand refocuses on a brand that was lost in the shuffle.  Quinn Kilbury, Heineken USA head of partnerships and consumer experience, said Amstel Light was a victim of prioritization when Heineken Light launched in the U.S. “Whether that was correct or incorrect, there is an […]

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Truly Natural Light Seltzer

Truly, Natural Light Pushing Hard Seltzer Further Into Sports

  • A $3 million category in 2015, hard seltzer reached $550 million in 2018 and could reach $2.5 billion by 2021.
  • Hard seltzer still only has a 60% consumer awareness and brands view sports as way to broaden the reach.

With massive potential upside in the alcohol industry, some hard seltzer makers are making a strong push into sports. While AB InBev’s Bon & Viv made a major splash this summer with its NFL partnership, Boston Beer Co., the makers of Sam Adams beers, has used seltzer as a gateway into its first national sports deal with the NHL. While the company’s deal with the league is portfolio-wide for Boston Beer, its seltzer Truly was called the “jewel” of the […]

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Chase Center Partnerships

Chase Center Allowing Warriors to Do More With Fewer Partners

  • The Golden State Warriors cut partners from 109 to 70 with the move to Chase Center.
  • With full ownership of Chase Center, the Warriors have much more flexibility with partners to do more with less.

Mike Kitts has worked nonstop for the last couple of years. It’s not just Kitts, the Golden State Warriors senior vice president of corporate partnerships, who has worked tirelessly – it’s been the entire business operations side of the organization over the past several years to transition from the NBA’s oldest venue, Oracle Arena, to Chase Center, the team’s new arena that’s part of a $1.6 billion development in San Francisco. The team opens the regular season at Chase Center […]

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Are Manchester United-Chevrolet Heading For Divorce? Not So Fast, Says Chevy

  • Manchester United and Chevrolet's $559 Million, seven-year jersey sponsorship expires in 2021.
  • British press says they're done. But global Chevrolet marketer Kevin Bull tells FOS door still open.

English tabloids have reported both Manchester United F.C. and Chevrolet are played out – and don’t wish to renew their $559 million jersey deal beyond 2021.   But don’t believe everything you read, warns Kevin Bull, Chevrolet’s global director of partnerships. The door is still open for a renewal. In a statement to Front Office Sports, Bull said General Motors’ Chevrolet division wants to continue working together with the iconic English soccer club.  “We are immensely proud of our partnership with Manchester […]

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OKC Dodgers Generate Significant Leads For Partners With Digital Activations

(SQWAD is a proud partner of Front Office Sports) The Oklahoma City Dodgers are the Triple-A affiliate of the Los Angeles MLB club of the same moniker. While the club has changed names and affiliations a few times, OKC baseball fans have been cheering them on for nearly 60 years. In 2019, they are still finding new ways to connect their fans with their trusted partners thanks to digital activations from SQWAD. The Dodgers partnered with SQWAD this season using […]

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