2021-02-26
Hush becomes the official weighted blanket of the Montreal Canadiéns
The recently famous weighted blanket brand Hush has nabbed the Habs of the NHL. It is the company’s first venture in sports marketing, and they have acquired a great placement by adding themselves to the list of official sponsors for the Montreal Canadiéns.The Montreal Canadiéns or the Habs is one of the historic teams in the National Hockey League (NHL). The professional ice hockey franchise has kicked off its highly anticipated 2021 season well-rested sleeping under the official weighted blanket of the Montreal Canadiéns.The company’s new domain, Hush.ca, was spotted recently at the Bell Centre behind the team’s goalposts. Hush has recently added .ca to their website domain to emphasize that they are proudly Canadian. Their sponsorship to the most talked-about franchise in the NHL must be quite exciting for them.The brand’s display in the iconic Bell Centre, home of the Montreal Canadiéns for the last 25 years, must be exciting for Hush. With a seating capacity of 22,000, the hockey arena is one of the largest in the world and is a true downtown Montreal landmark. Even though 2020 has been a rough year for sports, we can expect big things in 2021 with the start of the new NHL season.Article as posted on https://mtltimes.ca/life/hush-becomes-the-official-weighted-blanket-of-the-montreal-canadiens/Organizations:Montreal CanadiensHush Blankets...
2021-02-26
Western Hockey League & RE/MAX Announce ‘Goals for Mental Health’ in Support of CMHA
The Western Hockey League announced today a new mental health initiative – Goals For Mental Health presented by RE/MAX – benefitting the Canadian Mental Health Association (CMHA) in Western Canada.The WHL, RE/MAX and CMHA have come together to support positive mental health across WHL territory. WHL fans can look forward to a number of digital programming initiatives that will unfold throughout the 2020-21 WHL Regular Season, including a fundraising component that will see RE/MAX provide support directly into the communities in which WHL Clubs call home.When the WHL’s Central Division begins play on Friday, February 26, RE/MAX will be donating $15 for every goal scored by WHL Clubs in 17 Western Canadian markets this season. The WHL’s East Division will join the cause when the puck drops in the WHL Hub Center in Regina on Friday, March 12. Fans will have the opportunity to track the goal tally by visiting WHL.ca/GoalsForMentalHealth and Club social media channels.The Goals For Mental Health initiative will be delivered in support of CMHA’s longstanding Talk Today program, with new digital integrations for the 2020-21 WHL Regular Season. Check the social media platforms for your favourite WHL Club in Canada to learn more about how you can support your own positive mental health, and stay tuned for fun ways in which fans can support the fundraising campaign.“Once again, our longstanding corporate partner RE/MAX of Western Canada has stepped up to support our WHL communities in Western Canada with this new mental health initiative,” commented WHL Commissioner Ron Robison. “We continue to look for new ways to support positive mental health programming within our communities and we are proud to continue with these efforts at such a critical time in partnership with RE/MAX of Western Canada and the Canadian Mental Health Association.”“We’re very excited to be partnering with the WHL and RE/MAX in support of our CMHAs across Western Canada,” said CMHA Alberta Executive Director David Grauwiler. “For the last five seasons, CMHAs have been working with their local WHL teams to support the mental health of players and raise awareness in their communities through our Talk Today program. This gracious contribution from RE/MAX will go a long way toward the continued success of Talk Today across the WHL.”“RE/MAX of Western Canada is proud to present initiatives promoting the Canadian Mental Health Association and the WHL for the 2020-21 playing season,” said Elaine Langhout, Director, Regional Advertising, RE/MAX of Western Canada. “We’re excited about this opportunity and hope that through this sponsorship, we can continue to raise awareness on the importance of mental health, which is critical now more than ever.”The WHL has worked with CMHA to deliver Talk Today programming in all 22 WHL markets since January 2017. The Talk Today program includes an educational component called safeTALK for WHL players, providing mental health training specific to suicide awareness. This training helps teach individuals the importance of talking about mental health, how to acknowledge signs of suicide, seek help when they’re in need of support, and connect others in need of support to suicide first aid resources. Each team is also linked to a CMHA Mental Health Coach, who can provide support and mental health resources to individuals in need.Talk Today is a mandatory program within the WHL’s Players First support services programs. The WHL’s Player’s First programs provide educational, mentorship, and support services which touch on many issues such as bullying, mental health, and leadership, along with extensive health and safety initiatives.Organizations:WHLCMHARE/MAX of Western Canada...
2021-02-19
Road to 2023 Canada Games on P.E.I. kicks off with 1st big sponsor
The host society for the 2023 Canada Winter Games being planned for Prince Edward Island has its first big sponsor: Atlantic Lottery.The society made the announcement at a news conference Thursday, along with what it called a "major rebrand" including a new logo. "These Games will be truly transformative," said Brian McFeely, the 2023 Canada Games board co-chair.Co-chair Wayne Carew announced Atlantic Lottery will be the exclusive sponsor for the Games' volunteer program, and all volunteer uniforms will include its logo. The corporation will also sponsor curling. Atlantic Lottery was also the major sponsor for the summer 2009 Canada Games held on P.E.I. The Games will be the biggest event in P.E.I.'s history, organizers said. More than 5,000 volunteers are needed, and more than 3,600 athletes and team officials are expected. Organizers also launched a new website where people can sign up to volunteer, learn more about sponsorship, and shop for Canada Games merchandise. They also released a promotional video narrated by award-winning P.E.I. singer-songwriter Lennie Gallant. The new logo combines the idea of a spark and a maple leaf, organizers said, representing the vision to "spark greatness," McFeely said. The primary colours will be blue and green, reflecting P.E.I.'s natural beauty. The Games are still actively seeking sponsors for the 20 sports and 150 events. Premier Dennis King greeted the news conference in French, English and Mi'kmaw, and predicted that the games would be "unfolding with the long and windy road of the pandemic clearly in our rearview mirror.""We will throw a party that's never been seen before on P.E.I.," King added. "We will see the next generation of great athletes join and participate here, and we will see the legacy of the spirit of the Canada Games stay with us long past." P.E.I. has hosted two Canada Games, the 1991 winter games and 2009 summer games.Article by Sara Fraser as posted on https://www-cbc-ca.cdn.ampproject.org/c/s/www.cbc.ca/amp/1.5918713Organizations:2023 Canada Winter GamesAtlantic Lottery Corporation...
2021-02-17
Lakers Tag Sportfive to Find Next Jersey Sponsor
With the Lakers’ three-year contract with Wish expiring, the team has hired the sports business agency Sportfive to secure the team’s jersey patch sponsor for the 2021-2022 NBA season. The agency will also have the ability to secure up to three sponsorships with international-based brands.Sportfive was formerly known as Lagardère Sports and Entertainment before the company changed its brand identity last year. Other Sportfive commercial clients include the soccer clubs Borussia Dortmund, Chelsea FC and Atlético de Madrid, and the esports publisher Riot Games.“We needed a company that has global reach and the ability to connect with decisionmakers across the globe, and that’s what we feel Sportfive brings to us,” Tim Harris, the Lakers’ president of business operations, said in an interview. “There is probably no sponsor of the Lakers that is literally closer to the team than the name that’s on the jersey patch, so it has to be a company that fits our culture and what we believe in. It’s not just about the economics.”As for what that means for Wish, which has been the Lakers’ jersey sponsor since the 2017-2018, Harris says that the team is still in conversations with the e-commerce company.“This is not just an ego buy for someone,” Harris said. “It’s how they’re able to take the exposure that they’re receiving on that Lakers jersey and whether they want to build their own brand or move their own product for their service. It’s about what they want to get out of it and how can we help them through this opportunity.”Sportfive is eager to assist the team. “We can’t imagine why a brand would not want to partner with the Lakers,” Bob Brennfleck, senior vice president of commercial, said in an interview.Both the Lakers and Sportfive have said they have not identified potential candidates yet but will begin the process of researching in weeks to come.Brennfleck said it will take two important factors to find the right brand. “The Lakers have built an unbelievably rich, storied championship-caliber brand, and they are stewards of that brand, so I think it’s got to be a brand that shares those values and ideals,” he said. “Number two, the ideal brand will not be specific to a territory. It will be a truly global brand.”Article by Randall Williams as posted on https://www-sportico-com.cdn.ampproject.org/c/s/www.sportico.com/business/sponsorship/2021/lakers-sportfive-to-find-jersey-sponsor-1234622833/amp/Organizations:Los Angeles LakersSportFive...
2021-02-17
Harvard Western Insurance becomes the official Insurance Partner of the Saskatchewan RoughRiders
We are so excited to announce that we are officially the Insurance Partner of the Saskatchewan Roughrider Football Club Inc. 💚 As the Company that Cares, we are beyond excited to align ourselves with such an incredible organization. The Saskatchewan Roughrider’s commitment to supporting our community is just one of the many reasons we are proud to be members of Rider Nation!Organizations:Saskatchewan RoughRidersHarvard Western Insurance...
2021-02-16
New Balance To Sponsor AS Roma
 New Balance has reached a deal to replace Nike as the official kit provider to the Italian Serie A club AS Roma, starting with the 2021/22 season. The partnership marks New Balance’s first major foray into Italian football and starts July 2021. “This agreement represents an important step for the club and our ambitions to continue growing,” said Guido Fienga, CEO, AS Roma. “New Balance is globally recognized as leaders in their industry and we are convinced this new partnership will mark the start of many great new opportunities for our brand. We are delighted to entrust the creation of our bespoke kits to them, and cannot wait to see AS Roma players wearing the new shirts.” “We are delighted to welcome AS Roma into the New Balance family,” said Kenny McCallum, general manager, New Balance Football. “We are talking about more than just a football club here: the Giallorossi have a style and approach that is unmatched in their sport, showing a deep sense of social responsibility and community spirit. We are immensely proud to be working with the club in order to bring our innovative approach to kit design and development to the beautiful world of Italian football.” Photo courtesy Italian Serie A club AS Roma Source: https://sgbonline.com/new-balance-to-sponsor-as-roma/Organizations:AS RomaNew Balance...
2021-02-12
Community pride is at the core of this hockey sponsorship
The “good old hockey game,” means much more than the thrill of heading down to the local arena and seeing some great action on the ice.For Westland Insurance, the game is a big part of the community and the people it serves. That’s why the company is a significant supporter of the Yorkton Terriers and named sponsor of the community arena.“The Terriers are a big community attraction, the biggest for sports in Yorkton. It brings families to the community from all over Canada, and it’s a great way to introduce younger children to hockey,” says Jason Farrell, Westland’s General Manager in Yorkton.Previously, Farrell Agencies supported the team for many years, and Westland Insurance, which acquired Farrell in 2019, continues that tradition.While involvement in sponsoring local hockey helps support the many businesses in Yorkton, Farrell says the community also benefits from the team’s presence in many other ways.“The team makes a concerted effort to have their players out in the community volunteering and other community-related PR initiatives,” Farrell says.“They are visible in Yorkton, and it shows how important it is to the team that they are giving back to the community that supports them.”Unfortunately, current COVID-19 pandemic health restrictions have put those community interactions on hold, but the team remains ready to lace up their skates and represent Yorkton when they get the chance.“It’s been frustrating with all the protocols we put in place to get the season started just to get shut down,” says Dylan Johnson, the Terriers’ marketing and public relations manager. “We are hoping to still be able to play a very shortened season once the government gives us the green light, but until then, it’s been a waiting game.”Still, the team is thankful for the support it gets from fans, and Westland for keeping hockey front and centre.“The support from Westland Insurance and the community towards the Terriers means more than words can describe,” Johnson says. “The Terriers rely on community support as we are a community-owned team.The support we get from Westland Insurance, and others gives us a chance to have a team here in Yorkton that residents can cheer for and be proud of.”“All the players know that without the community support, there would be no team.”Article as posted on https://www.yorktonthisweek.com/standout/community-pride-is-at-the-core-of-this-hockey-sponsorship-1.24279554Organizations:Yorkton TerriersWestland Insurance...
2021-02-12
Lakers Announce Sponsorship with Fifth Third Bank
The Los Angeles Lakers announced today that Fifth Third Bank has expanded its sponsorship with the team."We are thrilled to have Fifth Third Bank as part of the Lakers’ family," said Lakers President of Business Operations, Tim Harris. "In addition to their commitment to responsible banking, Fifth Third is committed to improving lives in the markets they serve. This sponsorship will provide new opportunities for local outreach and we are excited to have Fifth Third as part of our sponsorship team."With the agreement, Fifth Third will become the Official Presenting Sponsor of the team’s Student & Educator of the Month program, a monthly series during the NBA regular season in which the Lakers honor local students, teachers and administrators for their academic and extracurricular achievements.“As a leading commercial bank and capital markets advisor on the West Coast, our banking and sponsorship relationship with the Los Angeles Lakers demonstrates Fifth Third’s commitment to the community and our growth in the market,” said Joseph Yurosek, California market president for Fifth Third Bank. “We are proud to join the lineup of corporate sponsors for an organization that has a rich history and a community-minded focus such as the Lakers.”Additionally, the sponsorship will include regular donations from Fifth Third each time the Lakers score 53 or more points in the first half of all remaining home games. These monetary donations, made to the Boys & Girls Clubs of Metro LA, will fund the purchase of laptops and computer software that will be used for educational purposes at three of their local clubhouses. The nonprofit organization primarily serves young people ages 6-18 from South Los Angeles’ most vulnerable communities. This is an extension of Fifth Third’s long-time support of Boys & Girls Clubs throughout its footprint.“Closing the digital divide for youth in our underserved communities is definitely a focus area for the Lakers,” said Kiesha Nix, Executive Director of the Lakers Youth Foundation. “With the assistance of partners like Fifth Third Bank and their generous technology donation we can achieve this goal together.”Fifth Third Bank maintains a focus on providing financial literacy to our youth. With that goal, the Bank established the Young Bankers Club®, a financial education program that helps students learn key math life skills—online, any time. Each lesson in the eight-unit curriculum was developed to help students establish a sound foundation in money management as well as an appreciation for saving and financial education. The curriculum meets current national fifth-grade math and financial education standards and the program is available in English and Spanish.Article by Simon Wong as posted on https://www-nba-com.cdn.ampproject.org/c/s/www.nba.com/amp/lakers/community/lakers-sponsorship-fifth-third-bank-power-pointsOrganizations:Los Angeles LakersFifth Third Bank...
2021-02-12
In no-spectators era, digital platforms are turning sports sponsorship on its head
Nothing beats the thrill of watching live sporting events unfold. Those impossible acts, the surprise results and glorious victories – there is nothing else like it. Sport is emotional, it is engaging and it has the power to unify.There is a huge global appetite for sport and, after the Covid-19 pandemic forced many spectator sports to shut down for much of 2020, fans became hungrier than ever for the excitement of live events.While many rescheduled tent-pole sports events are due to take place over 2021, all eyes will be on the Tokyo Summer Olympics, set to launch on 23 July. Although organisers are working tirelessly to ensure the Games go ahead, there is still a real possibility that fans will be unable to attend in person.For brands, this presents the challenge of connecting with fans without them being physically in the stadium. However, it also creates new opportunities for brands to engage fans at home and enhance their mobile and digital experience.Without a doubt, it will be a different experience for sports fans, but new viewing patterns and behaviours were already evolving. Live sports broadcasting is being disrupted by digital devices and online platforms, meaning it is no longer a linear TV experience.This change was already apparent in the viewing figures for the 2016 Summer Games in Rio de Janeiro, where 3.2 billion people watched on a combination of TV and digital devices. Today, according to the research firm GlobalWebIndex’s (GWI) data from Q3 2020, 54% of global sports fans watch coverage or highlights online.Digital viewing for the Olympics Games has been soaring since Beijing in 2008. According to e-Marketer’s Sports OTT Landscape report from January 2019, it was expected to hit new heights in 2020 with video views predicted to top 3.5bn. TV views were projected at around the 3bn mark.Fans are also taking their conversations online as highlighted by GWI (Q3 2020) showing that two-thirds of sports fan use social media while watching TV. With duel-screening now almost universal, brands should note that mobile sports consumption is increasing multi-faceted. According to Facebook data, there are 700 million sports fans on Facebook and 400 million fans on Instagram.The 2016 Summer Games in Rio also demonstrated how the behaviour of sports fans is changing. Facebook saw 1.5bn interactions during the games from 277 million unique users, while Instagram registered 916m interactions from 131 million unique users. The last Football World Cup generated 5.3bn interactions.More than half of viewers are also chatting with friends via platforms such as WhatsApp sharing key sporting moments, while a third is reading the news, playing games or searching for products related to what they are watching. What does this mean for marketers, particularly sponsors?Sports sponsorship has long been big business for brands, offering a vast, often international, reach, and a culturally relevant audience. According to the research and data company Kantar, sports sponsorship will account for 10% of all global advertising spend in 2021, hitting nearly $50bn.Tracking the performance of those campaigns and measuring success has always proved tricky for brands. At the same time, sponsorship properties have often only been available on long-term contracts. It is no surprise then that Kantar research also found that 44% of marketers believe sponsorship is the least understood media channel in terms of return on investment.However, digital and online platforms, such as Facebook and Instagram, are turning the sponsorship model on its head. The opportunities for bespoke content and agile and trackable campaigns allow brands to target their campaigns more accurately and assess their success more quickly.Andy Childs of Facebook’s Central Europe Connection Planning unit explains: “Sports sponsorship is in transition, with brands all vying for consumer share of mind and share of wallet. With our platform and analytics, Facebook and Instagram offer brands a unique opportunity to grow – to reach mass audiences, enhance the fan experience, trigger relevant purchases and importantly measure the business impact of sport sponsorship.“It means not only are brands seeking shorter, more targeted sponsorship opportunities than are the market norm, but there are more ways for non-sponsoring brands to get involved in tent-pole sporting events.With more opportunities for brands to get involved in the 2021 Summer Games, the need for creative campaigns that cut through the noise will be more critical than ever. To do this, marketers should consider these creative thought starters:Amplify brand associationA brand should develop a meaningful link with its chosen sports event among its audience, and cut through the clutter by demonstrating its interest and reason for getting involved with the sport. Where fans are aware of the link between sponsor and property, there is a 30% uplift in commercial effects compared to where fans are unaware of the correct linkage.*It is vital to identify a different emotional space to other sponsors, particularly close competitors, while also targeting a broad audience with content such as snackable video. Use in-stream advertising to build a stronger association.Enhance the fan experienceTo reinforce the connection between the brand and the event, offer fans something exclusive or innovative that enriches and deepens that emotional connection. Where fans are aware of the linkage and further believe that there is benefit to the property and to the fan experience (arising from the sponsorship), there is a 71% uplift in commercial effects.*Meanwhile, offer fans a 24/7 experience through branded content and increase relevance through contextual and geo-targeting. Sponsors can also seek to augment and gamify sports consumption.Trigger consumption opportunitiesThe third way to grow with sports is through sales – generating a commercial return is the most important overall objective for sponsors or non-sponsors alike. The best way is to Integrate a brand’s product or service into the fabric or experience of the event. By focusing on products connected to an event that are a natural fit or can be enjoyed during the event. Campaigns should promote relevant products or services at relevant moments, including athlete participation, home matches or weather triggers. This strategy will help improve understanding of sports event ROI.The whole sports community from the fans and sportspeople, athletes and teams through to leagues and associations, media and influencers to advertisers and brands have all embraced this brave new world of sports. It is an evolution that has the potential to enrich the experience for everyone.Even when fans are allowed to return to live sports events, online platforms and brands will continue to enhance and build on that experience. The potential, the reach and the creativity that online platforms can offer are only beginning to be realised.* Professor Tony Meenaghan, Jamie Macken and Mark Nolan, Core Ireland, 2018Article by Caroline Parry as posted on https://www.thedrum.com/news/2021/02/01/the-no-spectators-era-digital-platforms-are-turning-the-sports-sponsorship-model-its...
2021-02-11
Calling All Anaheim Ducks Superfans - Mercury Insurance Wants to See You Strut Your Stuff
- Company offers fans the opportunity to win cool prizes, including $670, the average amount customers save with Mercury, and be entered to win a Luxury Suite at Home.- Sponsorship brings in-stadium 'My First Car' feature to the comforts and safety of home.Going to a live hockey game is the "holy grail" of being a die-hard fan – the excitement of seeing your favorite players in person, coupled with the shared experience of cheering them on alongside other jersey-wearing fans, creates an energy that's pure joy for fans.While it's true the 2021 National Hockey League season looks a little different this year, Mercury Insurance (NYSE: MCY) wants to help Anaheim Ducks fans bring the thrill of being at Honda Center to their homes – fans who show off their superfan swag from home will get the chance to win a variety of prizes sure to surprise and delight."There's nothing like being at Honda Center to watch a Ducks game live – while the action on the ice is blood pumping, it's being with other Ducks fans – wearing your jersey and screaming for a Getzlaf goal – that truly brings the game to life," said Erik Thompson, Mercury's vice president of advertising and public relations. "That's something we've certainly loved being a part of over the past seven years we've sponsored the Ducks."While nothing beats watching the Ducks win in person, we wanted to bring fans a way to come together to celebrate the team they love without going to the game."Anaheim Ducks SuperfansThe Anaheim Ducks Superfan contest runs until March 15, 2021. Ducks fans can enter now by uploading photos and videos at MercuryInsurance.com/Ducks or tagging social posts on Instagram or Twitter with #MercuryDucksSuperfan for a chance to win. Winners will be chosen each week for prizes, including Ducks merchandise, a Zoom call with a Ducks player or $670, the average amount customers save when they switch their auto insurance to Mercury.All entrants are then entered to compete for the grand prize – a Luxury Box at Home, including:A TCL 65" TV;4 signed player jerseys, and;A game day feast catered by Chick-Fil-AMy First CarMercury Insurance, the Anaheim Ducks and Fox Sports Prime Ticket have partnered to bring hockey fans an in-home Jumbo Tron experience with "My First Car," an inside look at their favorite players' fond memories and firsts behind the wheel."This more intimate hockey experience is something typically reserved for in-arena fans – it's not often you get to see Jumbo Tron-style candid player footage from home," said Thompson. "The 'My First Car' series is our way of letting Ducks fans know that we, too, miss going to Honda Center, so we've created a video series that allows players to tell some stories about their first cars."We all have vivid memories about our first cars, so we thought it would be fun to ask Ducks players about their experiences with their first vehicles; big speakers turned out to be a common theme!"The My First Car series will play throughout the season. Visit the Ducks online at www.nhl.com/ducks to watch the Ducks My First Car sizzle reel video and the series, or visit the Anaheim Ducks and Mercury Insurance YouTube channels and social media pages or catch the videos on Ducks Live on Fox Sports Prime Ticket.Mercury – one of California's leading providers of auto and homeowners insurance – also sponsors the Los Angeles Kings. The 2020-21 season marks the seventh year Mercury has sponsored the Anaheim Ducks and the 14th year Mercury has sponsored the Los Angeles Kings.Organizations:Anaheim DucksMercury Insurance...