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 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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StockX Formalizes First Sports Partnership With Cleveland Cavaliers

  • StockX has signed a multi-year partnership deal with the Cleveland Cavaliers - its first with a major pro team.
  • Within five years, StockX is valued at more than $1 billion and is used in 170 countries worldwide.

StockX, one of the fastest growing companies in the growing industry of sneaker reselling, has signed its first partnership with a major pro team as the company looks to grow its reach even further. That first deal is with the Cleveland Cavaliers, a multi-year contract that will not only promote StockX to the team’s fans but also bring the company into both the Cavs and visiting team locker rooms at the Rocket Mortgage FieldHouse. “We’ve come from a young startup […]

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MSG Networks, Anheuser-Busch Bring Programmable Bars To Partnership

  • Heading into 2019-2020, longtime partners MSG Networks and Anheuser-Busch added two programmable bars to the former's studios.
  • The bars are Knicks and Rangers themed with names like "The Corner Three" and "BlueShirts Bar."

MSG and Anheuser-Busch’s relationship has spanned many decades to the point where MSG Networks’ senior vice president of programming and production Jeff Filippi isn’t entirely sure when it officially began.  But since MSG and Anheuser-Busch announced a renewed and expanded multi-year marketing partnership in 2016 that maintained the latter’s role as a Signature Partner, the pair has looked to deepen its relationship through new integrations. Most recently, two fully programmable bars have been added down in the MSG Networks’ studios. […]

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Kombucha Health Ade

Kombucha Companies Making Push Into Sports As Market Expands

  • Kombucha was a $1.2 billion market in 2018 and is projected to grow to more than $3.5 billion by 2025.
  • As teams and athletes embrace the beverage, brands like Health-Ade have started seeking sports partnerships.

Like the recent push into sports by various hard seltzer brands, there appears to be plenty of runway for kombucha to grow in the industry, using sports as a way to connect with a broader population. Kombucha is currently a $1.2 billion global beverage category, and that figure is only predicted to grow as household penetration continues, said Jeff Rubenstein, Health-Ade president of marketing.  Health-Ade, which received a $20 million investment from Coca-Cola in May, according to trade publication BevNet, […]

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Jägermeister Lines Up Another Shot With The NHL

  • Jägermeister has renewed its U.S. sponsorship deal with the NHL, remaining as the league's official shot.
  • The new deal will see the herbal liqueur continue to activate at the league's biggest events like the Winter Classic, as well as add a number of new team-level deals across the NHL.

After giving a league-level partnership a shot last season, Jägermeister is aiming to go deeper into hockey thanks to a new multi-year partnership with the NHL. “We knew that we wanted to create a larger footprint within the NHL fan base to increase opportunities for those memorable toastable moments and hockey drinking occasions,” said Chris Peddy, Mast-Jägermeister U.S. chief marketing officer. “Hockey fans were very receptive and excited by the NHL and Jägermeister partnership, so we’ve created additional opportunities to […]

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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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