2021-01-22
Lug Announces Athlete Sponsorship with LPGA Golfer, Madelene Sagström at the Diamond Resort International Tournament of Champions
Lug, the popular lifestyle brand of handbags and accessories, is pleased to announce the sponsorship of Ladies Professional Golf Association (LPGA) golfer, Madelene Sagström.Swedish-born Sagström, played college golf with the LSU Lady Tigers team at Louisiana State University in Baton Rouge, Louisiana. She was named 2015 SEC Player of the Year at LSU and a finalist for the ANNIKA Award. Sagström made her professional debut at the Helsingborg Open on the Ladies European Tour in Sweden in September 2015."We are honored and thrilled to have someone of Madelene's caliber as an athlete ambassador of the Lug brand," says Lug Co-founders, Ami & Jason Richter. "We've had the opportunity to meet Madelene several times, and we couldn't be prouder to have her as a member of the Lug team. We know that she will bring the highest level of professionalism and passion to each round she plays. We look forward to supporting and watching her career develop with the LPGA."Sagström will debut wearing the Lug logo on January 21st as she tees off at the Diamond International Tournament of Champions taking place at the Four Seasons Sports and Golf Club Orlando located in Buena Vista, FL between Jan 21-24, 2021 #DiamondLPGA."I'm honored and stoked to become a part of the Lug family," said Sagström. "We share the same passion for travel and drive for success...while, of course, looking great doing it! Ami and Jason are the most wonderful and supportive people out there, and I'm so excited to be a part of their team. I can't wait to bring all their loyal Lug customers on my LPGA journey!"The partnership with Madelene Sagström extends to Lug Co-founders, Ami and Jason Richter's passion for the game of golf and their interest in the emerging talent within the LPGA. As a brand committed to building relationships through shared experiences, Lug believes that the partnership will unite their current customer base with the game of golf and Sagström will demonstrate the endless versatility and convenience of Lug products while on tour. Organizations:Madelene SagströmLug...
2021-01-20
MANSCAPED™ Designated Official Men's Grooming Partner of the Senators
Trailblazing Male Grooming Brand, Known for its Iconic Global Sports Sponsorships, Adds the Sens of the NHL to its Growing Partnership RosterSmooth as ice takes on a new meaning this NHL season. MANSCAPED™, the pioneer in men's below-the-waist grooming, has entered the rink and today announces its latest designation: Official Men's Grooming Partner of the Ottawa Senators.All eyes are on the young ice hockey team, which competes in the Atlantic Division of the Eastern Conference of the National Hockey League ― and this season's unprecedented all-Canadian North Division. The Sens face off against the Toronto Maple Leafs tonight in their epic home arena Canadian Tire Centre, which now reps the bold MANSCAPED logo that has made its mark on sports worldwide."MANSCAPED is a team of sports lovers - many Canadian born and bred - so we're as riled up as anyone for the 2021 NHL season, and we couldn't be happier to be partnering with the Senators this year," said Joey Kovac, Senior Director of Marketing at MANSCAPED. "As with all of our strategic partnerships, we aim to enhance the experience of the fans, players, and our proud partners, and this one is sure to deliver on that. We're already feeling the excitement of this historic NHL season, and it's only just begun.""We're delighted to partner with the fastest-growing male hygiene brand for what's expected to be an exciting season of Senators hockey," said Anthony LeBlanc, Senators President of Business Operations. "MANSCAPED's revolutionary technology offers men a very comfortable, close shave, so it's fitting that we've shaved ice down at Canadian Tire Centre and placed their logo in a highly visible position. As such, Senators fans can look forward to receiving special MANSCAPED offers while earning opportunities to win their coveted products throughout the 2020-21 season."Already buzzing on social media and beyond is the cornerstone of the partnership ― MANSCAPED's corner ice logo at the Senators' world-class landmark venue in Ottawa, Ontario. Other components of the collaboration will entertain fans all over the world, fueled by the grooming brand's standout (and hilarious) advertising, sought-out social posts and contests, and can't-miss digital promotions. Further creative integrations will be implemented on the hockey club's website and Ottawa Senators app.MANSCAPED is adding double the spice to the 2021 NHL season, having also graced the ice of the Montreal Canadiens, who are also competing in the North Division, and will duel the Senators ten times. With these MAN-powered face-offs, only one thing is for certain: the players will be the most ballsy, and well-kept, in NHL history.Organizations:Ottawa SenatorsManscaped...
2021-01-20
America's Original Hot Dog--Feltman's of Coney Island (est. 1867)--Named The Official Hot Dog Of The NHL Florida Panthers
Feltman's signs multi-year sponsorship with the Florida Panthers and BB&T CenterAmerica's original hot dog, Feltman's of Coney Island (est. 1867)—now one of the fastest-growing natural food companies in the U.S.—is kicking off the 2020-21 National Hockey League season as the official hot dog brand of the Florida Panthers. Following a significant growth year, which included the launch of their 100% natural all-beef dogs at Publix Super Markets throughout the Southeast, Feltman's debut as the official hot dog of the Panthers at BB&T Center marks its first sponsorship agreement with a national sports franchise—and an exciting milestone for the veteran-owned hot dog maker as it further expands throughout the rapidly-growing South Florida market.In 1867, Charles Feltman invented the hot dog on Coney Island, New York as a convenient way to enjoy quality sausages on a bun without silverware.  Nearly 150 years later, Brooklyn brothers Michael and Joe Quinn (U.S. Army) resurrected Feltman's boardwalk favorite to honor the brother they lost on 9/11—and thus, America's original hot dog was reborn.Today, Feltman's critically-acclaimed hot dogs are inspired by Charles Feltman's original Coney Island Frankfurter—made with no artificial ingredients and smoked in a natural casing for an explosion of old-world spices with every bite.Since entering into retail in 2018, Feltman's has experienced 300% year-over-year revenue growth, and is now the fastest-growing hot dog company in the U.S. with its products sold at over 3,300 supermarkets nationwide and at FeltmansofConeyIsland.com. "Our motto is to inspire families to eat natural food, one hot dog at a time, and we're thrilled that BB&T Center is now America's first arena to exclusively serve our all-natural hot dogs to visiting families and fans," said Feltman's CEO Joe Quinn."We couldn't think of a more natural choice than Feltman's—America's first hot dog!—in becoming the official hot dog of the Panthers," said Florida Panthers' CCO Shawn Thornton. "Hot dogs are the quintessential game day food, and we're proud to bring America's best to our fans at BB&T Center."Feltman's original hot dogs will be available for cashless purchase and contactless pickup at concession stands throughout the WELL Health-Safety certified BB&T Center.Organizations:Florida PanthersFeltman's of Coney Island...
2021-01-19
The trend evolution: how lockdown changed the sponsorship landscape in 2020
 Every year ESA asks its members what they think the top three trends will be for the year ahead. Back at the beginning of 2020, at the turn of a new decade, we asked members what the trends would be to ensure continued growth for the decade ahead.  However, with the pandemic hitting in March, we knew that those trends were likely to have changed and so we asked our members what key trends would define the way in which the sponsorship industry would recover.  We asked the same question in October and will repeat it again in January 2021, to track how these critical factors changed as we reacted to the evolving pandemic situation.  Let’s have a look at how the top ten trends changed as the year went on. In January, you can see that Sustainability entered the list for the first time and went straight in at number 1. Fan engagement moved up in importance and Measurement maintained its position in the top three from the previous year. Digital transformation & innovation, personalised content and women in sport & entertainment, were all new entries set to define how the industry would grow in the coming years. Data moved down in importance, as did OTT and eSports, but Brand Purpose maintained its position. If we now compare April’s data to January, we can see the remarkable changes that happened in the industry’s initial reaction to the pandemic and the lockdown. Both Digital and eSports rose sharply from positions 4 and 10 respectively, to now both being in the top 3 factors. This was inevitable really as audiences stayed at home and the only way to reach them was online. Organisations who didn’t already have digital platforms had to work quickly to build them. Others who had platforms, but used them primarily for community engagement, now found them to be their main activation channel and the only way to be able to continue delivering sponsors’ rights. This is a switch that many will rely on until their events can return with audiences attending and for some the increased use of digital will become permanent. The digital transformation that we saw at position 4 at the start of the year, and that wasn’t even in the top 10 in 2019, was now supercharged through necessity into top place. Another trend borne through necessity is Community/CSR which re-entered the top 10 having been the No. 1 top trend in 2019 but not appearing at all in the first report of 2020. As individuals, we perhaps felt more connected to our community, looking out for each other, and as organisations, we understood our role in helping the community. Whether that was simply reinforcing health and safety guidance or reaching out to those most vulnerable to deliver essentials and provide a welcome face (at distance) to those most isolated. On the other hand, we saw some amazing innovation with companies pivoting their business to help the pandemic, producing hand sanitiser instead of beer, face masks instead of coats or mouthguards, and ventilators instead of engines. We all had to adapt and, whilst the need for community support might have lessened as we moved out of that immediate emergency state, the lessons we learnt during it will stay with us.  Better sponsorship relationships came straight into the top ten list at number 4. Many sponsorship relationships will have been strengthened as a result of needing to work better together, being more empathetic of the other party’s situation and seeing the opportunity to collaborate on meeting the needs of the shared audience. But many sponsorships will have also had critical flaws in the relationship brought to the surface and conversations around honouring agreements that were tense. It’s also not over yet, uncertainty remains over when many events will return, under what circumstances and with what sponsorship rights being delivered. Relationships are critically important for managing that uncertainty to achieve the best possible outcomes for both parties.  Flexibility followed after at number 5 and is linked to better relationships as this referred to flexibility in delivering sponsorship. Here we can also reference the first wave of the ESA Sponsorship Sentiment Tracker where 72% of brands were looking to extend sponsorship rights and 48% planning to add new assets to fulfil sponsorship contracts. Both of these required flexibility from rights holders and it appears that simply extending sponsorship contracts for another 12 months has been a common solution. Sustainability, which was the top trend at the start of 2020 only fell to 6th place and Purpose maintained its position at 7. All of this was reassuring for companies who were positioned for these longer-term trends pre-COVID, that they were still relevant even when immediate priorities changed. The pandemic required all companies to stop and reflect on what their true purpose is and, whilst sustainability might have taken a more ‘survival’ based definition for the short-term, there is an opportunity to reset and ensure we can operate in a truly sustainable way for the long-term. Creativity, Personalisation and Collaboration made up the rest of the Top 10 in April. Personalisation was higher at the beginning of the year at No.6 but Creativity and Collaboration entered for the first time. Collaboration is aligned with better relationships but also indicates new collaborations.  And finally, creativity will certainly be paramount when faced with so much content being distributed through a concentration of channels and, when more events return, we will quickly reach a saturation point. Creativity will be the key to stand out from the clutter of content. So, let’s see how those trends changed in October, as we understood more about the pandemic and how long recovery might take. Digital activation remains firmly at the top and we have specified activation here as encompassing digital assets and content but not the digital transformation and infrastructure aspect that we saw back in January. Audiences back in venues, sounds obvious but when we asked this question in April there was perhaps the perception that the lockdown might only last a couple of months. The situation now of when audiences can come back into venues and when they will want to is very uncertain. That then increases the uncertainty for rights holders, venues and sponsors, particularly if agreements need to be renewed but we can’t say for sure on what basis they will be able to be delivered. Measurement is very interesting returning back to no. 3, as if this dropped from the priorities in the short-term reaction but is now very much back on the agenda in proving sponsorship’s effectiveness when budgets will be under more scrutiny than ever. Flexibility has crept up as Community & CSR (which now include Sustainability and Purpose) has moved down, but still quite remarkable to be in the top 10 and at no 5, which shows its importance in the face of some extremely difficult market and business conditions.  Innovation is another trend that disappeared in April. It has come back in slightly lower than it was in January, but we have seen a lot of innovative initiatives in new collaborations and content as companies have had to adapt and build new platforms in order to still deliver to their audiences. Better sponsorship relationships still in the top ten but down 3 places after those initial moments of truth happened when things really counted. It’s pleasing that this is seen as a longer term trend as rights holders in particular need to look to sponsorship for revenue that has perhaps been lost through ticket sales and broadcast.  Virtual experiences and events had not made it onto the list in April but have gained importance now as we look to replace events that are cancelled or delayed for more than just the few months perhaps first thought. eSports still on the list but a big drop since April. That could be because rights holders are expecting their sport to return soon and perhaps can’t resource both. Or it is seen as an alternative but not a replacement. We don’t really have enough data to speculate on the actual reason and so it will be interesting to see where this one lands when we repeat the annual trends survey early in the New Year. Finally, Content/Social Media has come in as a few of others – creativity and personalisation – have dropped out. Article by Sophie Morris has posted on https://sponsorship.org/the-trend-evolution-how-lockdown-changed-the-sponsorship-landscape-in-2020/...
2021-01-18
Westhills Stadium to be renamed Starlight Stadium in $500,000 sponsorship deal
A name change is coming to one of the Island’s largest venues with Westhills Stadium in Langford becoming Starlight Stadium. Toronto-based Starlight Investments will pay more than $500,000 for the naming rights over five years in what Mayor Stew Young describes as the largest corporate sponsorship in Langford history.“This is a big deal, for Langford and for Pacific FC,” said Young. “This will really help out the club [financially] during the pandemic.”Young did not have the sharing breakdown details at hand Saturday, but said Langford will get about 15 per cent of the naming-rights proceeds.The stadium is home to Pacific FC of the pro soccer Canadian Premier League, the Tokyo Olympics-bound Canadian men’s and women’s rugby sevens teams and the Westshore Rebels of the B.C. Football Conference.It has also been looked at as a medium-sized venue for the Canadian national men’s soccer team for games against smaller CONCACAF nations in 2022 World Cup qualifying that don’t require stadiums the size of B.C. Place or BMO Field in Toronto.Two scheduled Canada games against Trinidad and Tobago at Westhills Stadium were cancelled last year due to the pandemic.The facility is also home to the annual Canada Sevens women’s rugby tournament on the World Series circuit.Starlight Investments is described on its website as a company “focused on North American multi-family and Canadian commercial real estate.”Young and PFC are both happy to have it on board. “It’s a big company that has come into Langford for development and is proving to be a good community partner with this naming-rights deal,” said Young.Other sporting-venue name changes on the Island have included the former Bear Mountain Arena in Colwood, home to the Victoria Grizzlies of the B.C. Hockey League and Victoria Shamrocks of the Western Lacrosse Association, now known as The Q Centre.The Cowichan Valley Capitals and Alberni Valley Bulldogs of the BCHL play at Island Savings Centre and Weyerhaeuser Arena, respectively.Royal Athletic Park is re-labelled Wilson’s Group Stadium at Royal Athletic Park each summer for the Victoria HarbourCats’ West Coast League baseball season.Save-on-Foods Memorial Centre, home to the Victoria Royals of the Western Hockey League, has retained that dual corporate and Second World War-commemoration memorial name since opening in 2005 as a replacement for the old Memorial Arena. The original agreement for the naming rights was for $1.25 million over 10 years.That was extended in 2014 for another 10 years, running through 2024 for a reported $900,000. The share the City of Victoria receives from the naming rights went up under the current deal. Under the old arrangement, the city received $70,000 over 10 years. Under the current contract, the city gets $90,000 over 10 years.The renaming is on the agenda for Langford’s council meeting Monday.“We are thrilled to be working with Starlight Investments as a future partner at our stadium,” said Brad Norris-Jones, vice president of operations for Pacific FC, in a statement.“This spring we unveil the newly named stadium alongside Starlight, who are fans of both soccer and Langford.”Pacific FC is among five of eight teams in the CPL, Canada’s domestic pro soccer league, which is entering its third season, and plays in corporately sponsored stadiums.The others are Cavalry FC at ATCO Field at Spruce Meadows in Calgary, Valour FC at Investors Group Field in Winnipeg, Atletico Ottawa at TD Place Stadium and Forge FC at Tim Hortons Field in Hamilton. The other three CPL venues have civic or institutional names – FC Edmonton plays at Clarke Stadium, York United at York University Lions Stadium and HFX at the historic Wanderers Grounds in Halifax.Article by Cleve Dheenshaw as posted on https://www.timescolonist.com/sports/westhills-stadium-to-be-renamed-starlight-stadium-in-500-000-sponsorship-deal-1.24268633Organizations:Pacific FCStarlight Investments...
2021-01-18
Irish sponsorship market set for 7% rebound in 2021: ONSIDE
 Coming back from an unprecedented 24% decline in sponsorship investment by businesses in Ireland in 2020, the Irish Sponsorship market is set for a return to growth of 7% in 2021 to reach €182m, according to a new report by industry experts and ESA member ONSIDE. The 15th annual ONSIDE Irish Sponsorship Industry Survey report estimates that 2020 struck €54m off the size of the sponsorship market in Ireland, dropping to €170m. 7 in 10 sponsors in Ireland decreased their sponsorship investment during 2020, with 91% of these attributing the impacts of the pandemic to their cuts.  The scale of the ‘Covid effect’ is evident in the fact that just 16% of Sponsors were originally planning to decrease their sponsorship investment in 2020. According to John Trainor, Founder and CEO of ONSIDE: “Given the events of 2020, the sponsorship industry is showing good resilience, and the flexibility that rights holders and brands have shown in the past 12 months bodes well for a market recovery.  While 6 in 10 sponsors have already entered difficult negotiations with their partners on how to account for the impact of Covid on their agreements, the overall ratings of the organisations that they sponsor is the highest on record.” Despite lingering pandemic and economic clouds, including possible Brexit effects on the free movement of sport and entertainment, ONSIDE found 41% of sponsors are planning to increase their investments in sponsorship in 2021, compared with 38% a year earlier. However, the ONSIDE annual report flags that the pandemic is having a near-term impact internationally in terms of downward pressure on the value of sponsorship rights. The consultants note that “under intense pressure to bring in revenue absent due to the inability to sell tickets, many properties in mature sponsorship markets, particularly those below the top-tier national sports level, have agreed to sponsorship deals at rates 50% less than what they would have garnered pre-Covid”. 63% of sponsors in Ireland expect sponsorship fees to decrease in 2021 and although those conditions will ease with the expected return of fans later in 2021, Trainor notes that “previous experience with price elasticity in sponsorship indicates fees will not immediately bounce-back to pre-2020 levels”. Hot sectors for sponsorship growth to watch in 2021 according to the ONSIDE research are ecommerce/online retail, supermarkets/retail, food delivery, pharmaceutical and banking, with a surge in activity among IT/tech firms also possible.  The report also notes Covid-influenced spending uptick internationally from health and wellness products, such as at-home services and apps, online prescription eyewear, and digital fitness trackers, as well as Non-alcoholic beer and spirits brands. For Irish businesses looking for a new sponsorship in 2021, GAA has rejoined Sustainability/ Environmental platforms as providing the top growth opportunities for sponsors.  Cause-related and community-focused sponsorships, along with e-sports and radio sponsorships are also growing in sponsor appeal this year. Vodafone’s partnership with the IRFU was again voted by the industry as the best sponsorship of the past year, with others standing out including supermarkets SuperValu & Lidl, financial services providers AIB, Bank of Ireland and FBD and energy sponsors Bord Gáis Energy and Electric Ireland. Guinness was voted the most admired sponsor of 2020 in ONSIDE research with the Irish public. Among the sponsorship industry budget holders surveyed, Katie Taylor stretched her lead by 18% at the top of the most marketable personality list for 2021. Trainor noted that “there was a very definite swing towards non-sports talent seen as offering potential for consideration for brand ambassadorial campaigns in 2021, including Ryan Tubridy, Paul Mescal and Amy Huberman. Paralympic hopeful Ellen Keane and boxer Kellie Harrington also contributed to the growing numbers of female talent making up this year’s Top 10 ambassadorial prospects”. 3 in 4 sponsorship industry practitioners are optimistic that the sports industry will recover from the impact of Covid-19 in the next 1-2 years, compared with 2 in 3 in the case of the live entertainment industry.  Early signs of changes coming out of the turmoil include 3 in 10 rights holders investigating ways to use new AR and VR technologies in the near term, while 4 in 10 are calling out a lack of diversity and inclusion in organisations that they align with as a significant concern. Social Media and Content marketing will continue to lead in importance in sponsorship activation plans this year, while Business to Business activations are set to grow fastest as the area of marketing that Irish sponsors plan to do more of in 2021. Considering wider forces at play, Trainor notes that “recent trends regarding investors and rights holders will also have ramifications for sponsorships this year. Private equity firms and special purpose acquisition corporations formed in 2020 with the purpose of acquiring sports properties and related businesses will bring a new breed of owners that will likely have a major impact on the monetizing of sponsorship, media, and other rights and services offered by the properties they invest in. They could look to radically alter the structure of sponsorship agreements and terms to maximize earnings, inevitably trickling down throughout the sponsorship business”. Source: https://sponsorship.org/sponsorship-set-for-7-rebound-in-2021-onsidesponsorship-set-for-7-rebound-in-2021-onside/...
2021-01-17
Hand Holding Guide to IEPs - Today's Parent, September 2017
School board–funded testing often doesn’t take place until after grade three—most kids have evened out in their learning by then, so it’s more obvious who might be struggling. Even then it could still take months or years, depending on how long the wait-list is. Private assessments generally range from $1,500 to $2,500, so it’s an option limited to families who don’t want to wait and have the money (or decent medical benefits with coverage for psychological services). It’s one of the great inequities in the public system, says Annie Kidder, executive director of People for Education, a non-profit in Ontario that conducts research and makes policy recommendations for public education....
2021-01-15
BKT Tires and OK Tire named as title sponsors of World Men’s Curling Championship 2021
Canada’s BKT Tires in partnership with OK Tire have been named as the official title sponsors of the BKT Tires & OK Tire World Men’s Curling Championship 2021, taking place in the Calgary hub in Alberta, Canada.The championship, which runs from 2–11 April at the Markin MacPhail Centre at WinSport’s Canada Olympic Park in Calgary, Alberta, will see the first men’s teams qualify for the Beijing 2022 Olympic Winter Games.World Curling Federation President, Kate Caithness, said: “We are delighted to have BKT Tires and OK Tire as the title sponsors for the World Men’s Curling Championship 2021, taking place in Calgary’s curling hub.“Our sport has overcome a number of challenges over the last year and we are excited to see the elite men’s teams return to the ice where, together with the World Title, qualification for the Beijing 2022 Olympic Winter Games will also be at stake.”Katherine Henderson, Chief Executive Officer of Curling Canada, said: “Our partners have been truly supportive of our ambitions of staging our Season of Champions events in Calgary, and we couldn’t be more thankful, and I know curling fans are grateful as well.”Alan Eskow, Vice-President of BKT Tires Canada Inc, said: “Despite the current global situation, it is great that we can still bring the world together through sports, and especially curling. Good luck to all the countries involved for a safe, healthy and awesome World Championship.”Jim Caldwell, President and CEO, OK Tire, said: “As a proud Canadian company, the team at OK Tire shares Canadians’ passion for the game of curling, and cherishes the unifying power the sport has in bringing communities together.”Organizations:World Curling FederationBKT TiresOK Tire...
2021-01-12
Loch Lomond Whiskies converts new PRO14 Rugby sponsorship deal
 Award-winning Scotch Whisky distiller, Loch Lomond Whiskies, has agreed an exciting new global partnership and sponsorship agreement with PRO14 Rugby including the inaugural “Rainbow Cup” featuring teams from Scotland, Ireland, Wales, Italy and now South Africa. The distiller based in Alexandria, on the banks of the spectacular Loch Lomond which can trace its roots back more than 200 years, will become the Official Spirit of PRO14 Rugby for the next three years. As the Official Spirit of PRO14 Rugby, Loch Lomond Whiskies will showcase its innovative and exciting range of single malt whiskies at match venues and digitally throughout the season. In addition, the Loch Lomond Whiskies logo will feature on the match officials’ shirts, digital pitch branding and the distiller will support some exciting initiatives aimed directly at helping fans engage with the game, players, coaches and clubs that they support. Loch Lomond Whiskies have been winning awards for their premium whiskies across the globe for many years with spirit that combines the skill, hard work, dedication, teamwork and commitment to craft of everyone involved. These values are also central to the excellence of the Guinness PRO14 Rugby tournament, and all of its participating teams and Loch Lomond Whiskies wants to champion a competition that mirrors both its values and outstanding range of finest malt whiskies. In keeping with Loch Lomond Group’s wider sponsorship portfolio, making positive impacts on communities is at the heart of all its partnerships and sponsorships. It is the brand’s ambition to complement its sponsorship of The Open Golf Championship through The R&A and its sponsorship of Scottish football through the SPFL by delivering meaningful and fun activities for all rugby supporters, as well as working with the clubs to donate part of its profits from new Special Edition Whiskies created with PRO14 Rugby and the clubs to worthy charities across the UK, Ireland and Italy. Colin Matthews, CEO at Loch Lomond Whiskies, said: “What attracted us to partner with the PRO14 Rugby as its Official Spirit was not only the professionalism and ambition of Martin Anayi and his team at PRO14 Rugby, but also the quality of the tournament and all of the participating teams as well as a shared passion for a commitment to attaining excellence. “Much like our other sports partnerships, our sponsorship of PRO14 Rugby will centre on contributing to the true spirit of the sport. We passionately believe that participation and interest in sport can make a real positive difference to individuals, groups and communities and so we are committed to leveraging our new association with PRO14 Rugby to support the wider rugby community. “We look forward to seeing rugby fans back in stadia as soon as circumstances allow, and we can’t wait to give them the opportunity to enjoy a dram or two of our award-winning single malts.” Martin Anayi, PRO14 Rugby CEO, added: “Loch Lomond’s long-term addition to our family of partners in the Guinness PRO14 is heartening news on so many levels. During the past nine months, the game of rugby has shown its true spirit in facing challenges we have never seen before and not only have we enjoyed the support of our existing partners, now Loch Lomond have come in because they know how passionate and engaged the fans of our league are. “Our goal is to create a partnership that opens up opportunities for exciting content that resonates with fans and gets people talking in order to showcase the ambition of both Loch Lomond and our league. “Loch Lomond Whiskies are really passionate about sport and their sponsorship of The Open Golf Championship is a testament to their approach. Already, they have provided us with a range of ideas to connect with our fans and their clubs, and I’m really looking forward to the announcement of their marquee activation which will provide a prestigious addition to the Guinness PRO14.” The inaugural partnership is the latest addition to Loch Lomond Group’s impressive sponsorship portfolio. In golf, Loch Lomond is the Official Spirit of The Open, Women’s British Open and Scottish PGA, whilst enjoying ambassador relationships with on-course legends Colin Montgomerie, Darren Clarke, Rich Beem and Cristie Kerr. In football, Loch Lomond Group’s Glens vodka brand sponsor Motherwell FC and has recently become “The Spirit of the SPFL”, Scotland’s leading national men’s football league. The Guinness PRO14 currently consists of clubs from four countries, who go toe-to-toe in two conferences throughout the season to earn a place in the Guinness PRO14 Final where the best teams compete for one of the few major trophies in professional club rugby. Source: https://sponsorship.org/loch-lomond-whiskies-converts-new-pro14-rugby-sponsorship-deal/Organizations:PRO14 RugbyLoch Lomond Group...
2021-01-07
Here's Why The NHL is Selling Sponsorships Everywhere
Several professional leagues have become crafty in not only how they present their product during the COVID-19 pandemic era, but they are also pulling out all the stops that they try to avoid.This upcoming season of the National Hockey League will put a true test of how strong they can be after completing their season in two separate bubbles in Canada. The season eventually ended in September 2020 with the Tampa Bay Lightning taking home their second-ever Stanley Cup. The (2020)-2021 season begins Wednesday, January 13th with all 30 teams returning to play with limited travel and in some cases, no fans.Each team is trying to figure out what they plan on doing day-by-day. It all has to be a moving conversation with the local and state (and in Canada, the government's) health department. Spectators are one of the key attributes for revenue for professional teams, but it is just a small portion of what can help offset the large expenditures that a team is set with even before a season starts. The largest expenditure - player contracts.Now, it's time to put on my Sport and Recreation Management hat on (from Minnesota Crookston).The Sports Daily laid out the best breakdown of some of the inner workings on how to operate an NHL franchise. To cover a majority of the costs of a team's expenses, the NHL's agreement with NBC for primetime broadcasts and games on the NBC Sports Network assists in the reach of the league but also becomes a revenue source. NBC's $200 million agreement with the league comes to an end after this season and is based on a full schedule, including playoffs. Canadian broadcasters have an agreement that lasts until 2023-2024 and is much more lucrative. Overall, each NHL team gets $20 million, but it won't happen this year with a limited 56-game schedule slated for this year. Local television networks, like Fox Sports Detroit or NBC Sports Chicago, have smaller deals that involve more year-round coverage and is negotiated by the network and the team.Another small bit of revenue comes from merchandise sales either in team stores or online. Teams can also receive funds from royalty agreements, particularly with video games and local sponsors. Ticket sales are just a small percentage, with some of those funds that going to the arenas (unless the team has partial ownership of the arena, ie. Detroit). Same goes for concessions.With a shorter season, there are several large contracts that some teams have that will take up the large balance of funds for this season. So, where do we go from here?Teams already sell advertising on the dasher boards for season-long sponsorships from area and sometimes national companies and businesses. Larger, sometimes considered headline sponsors, will be able to snag the center ice spots open between the blue lines. Some of the smaller leagues, even down to the college ranks, will leave open areas in the offensive zones near the blue line for sponsorships. The NHL has priority on these.Once the 2021 season begins, here are some new sponsorship areas that will be taken -- The NHL is allowing helmet sponsorships this season. The Detroit Red Wings will have the letters "UWM" on their helmets for United Wholesale Mortgage, who will hold several major spots with the club after their partnership was announced January 3rd. A few teams are lucky to have two major sponsors for helmets, including the Columbus Blue Jackets (Ohio Health for home and Nationwide Insurance on the road) and the Florida Panthers (Ford for home and Baptist Health for away). All of the helmet sponsors can be found here.- Another part for the collective bargaining of the NHL teams are the corporate sponsorship being allowed for the four regional divisions for 2021. I would think that the corporate sponsorship would be spread among the teams in each division, but I have not found a source to confirm it. These divisions include the Scotia NHL North Division (all of the Canadian teams), Discover NHL Central Division (South and Midwest), MassMutual NHL East Division and Honda NHL West Division (all US teams west of St. Louis, including the Blues).This is just a temporary fix, especially for North American sports. But as the picture above indicates, it may be a long time before the uniforms start looking like several European professional leagues. It will be interesting to see if the teams in the NHL and the league as a whole can break even this year as they prepare for 2021-2022.Article by Nate Adams as posted on https://wbckfm.com/heres-why-the-nhl-is-selling-sponsorships-everywhere/Organizations:NHL...