2021-04-13
Commonwealth Bank and Football Australia partnership to elevate the women’s game
Commonwealth Bank is set to become the largest investor in Australian women’s football as the Matildas prepare for their most exciting international campaign ever, to 2023, and beyond.Commonwealth Bank and the sport’s governing body, Football Australia, announced today that CBA will become the official naming rights partner and bank of the national women’s team, the Matildas, Junior Matildas and Young Matildas from August 2021. The initial four year partnership will inject millions of dollars into elite women’s football and grassroots initiatives around the country, and it’s just the start of what is set to be an exciting new partnership.With the new Football Australia partnership, CBA believes it will be the largest supporter of women’s sport in the country, alongside its longstanding partnership and support for women’s cricket spanning more than 20 years.CBA’s commitment to women’s football supports Football Australia’s Legacy ‘23 plan which was announced at Parliament House in Canberra in February this year. Legacy ’23 is a plan to deliver immediate and long-term community benefits and economic impact from Australia hosting the biggest sporting event on our shores since Sydney 2000. It’s football’s ambitious plan for our nation to grow through football and realise enduring and exciting benefits as a result of hosting this global event.Commonwealth Bank CEO, Matt Comyn, said: “Women’s football and women’s cricket are showing young Australian women they can achieve great things on the world stage. We look forward to working with Football Australia to ensure every girl and boy playing in a community club with a goal to play at an elite level has the same access and support to achieve their dream.“The Matildas have been one of the great success stories of Australian sport in recent years as the women’s game has grown in stature and importance at home and around the globe. Many players are now in some of the best leagues in the world which has helped put Australian football on the map. We are delighted to partner with Football Australia in not only supporting the Matildas in their quest for World Cup glory, but equally as important, supporting the future growth and development of the game across all levels.”CBA Group Executive, Marketing and Corporate Affairs, Priscilla Brown, said: “Through our support for women’s cricket, we have greatly appreciated and understood the significance of creating equal access and opportunity for all through sport. In taking our investment in Australian women’s sport to the next level, CBA and Football Australia have committed to helping players of all ages, genders and abilities to participate in one of the country’s favourite sports, football.“Women’s football has become one of the fastest growing participatory sports across the country and I’m proud that our investment will be able to support even more opportunities for women and girls to play a game they are passionate about at the highest levels. We believe the Football Australia partnership, alongside our existing support of women’s cricket, will make CBA the largest supporter of women’s sport in the country and we are excited about the ways we can work together to expand football from grassroots to elite levels.”Football Australia CEO, James Johnson, said: “We’re delighted to partner with Commonwealth Bank and see this as an exciting synergy of two of Australia’s great contemporary brands. We believe firmly in anchoring the growth of our sport in women’s football, the strength of our diverse community, promoting inclusivity in Australian football and enhancing the reputation of our national teams, both the Matildas and Socceroos as we embark on an incredibly busy international schedule over the next four years. We are thrilled that these core themes of our new 15-year vision and strategic agenda, which are so deeply embedded within our XI Principles for the future of Australian football, are also extremely important to Commonwealth Bank. “This partnership is a wonderful representation of our bold new vision for the sport coming to life and the new trajectory of Australian football. We are proud to welcome Commonwealth Bank, one of Australia’s most iconic companies, to the football family as we embark, together, on this exciting journey of transformation towards becoming the centre of women’s football in the Asia-Pacific.“I would also like to take this opportunity to pay tribute to the enormous support that Westfield has and continues to provide to women’s football in Australia. Westfield’s commitment, leadership and significant investment in the game over 13 years has helped to create the current generation of champions and for that we will always be grateful. We continue to work with Westfield and indeed are excited about the Westfield Matildas taking on the Netherlands tonight.”Football Australia Head of Women's Football, Women's World Cup Legacy & Inclusion, Sarah Walsh said: “Commonwealth Bank’s female-focused investment will provide greater awareness of, and access to, women’s football. We want to ensure every boy and girl has a great experience in the game they love and remain focused on building a legacy for our sport by providing girls with a pathway and inspiring them to play elite football. Only three months ago, Commonwealth Bank was ranked as Australia’s strongest brand, and as both an ex-player and administrator in the game, it is a truly proud moment to have such a significant organisation dedicating so much resource to our game.”Commencing from August 2021, the partnership between CBA and Football Australia will include but is not limited to:Official Naming Rights Partner of the Matildas, Junior Matildas and Young MatildasOfficial Bank of the Matildas, Junior Matildas and Young MatildasOfficial Partner the Female Football AwardsOfficial Naming Rights Partner of Matildas Fan DaysOfficial Partner and Bank of the SocceroosOfficial Partner of the MiniRoos...
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2021-04-13
Confidence returns to Irish sports and sponsorship industries
 A year since professional and grassroots sport ground to an abrupt halt at the start of the pandemic, confidence is returning to the sector with 92% of practitioners optimistic that the sports industry will recover in the next 1-2 years and 83% optimistic that the sponsorship industry will bounce back in the same timeframe, according to new research by ONSIDE in collaboration with Sport for Business. Both these figures have increased by 22% since September 2020.   The fourth wave of the ONSIDE SPORTS INDUSTRY MONITOR survey of Sponsors, Rightsholders, Broadcasters and Agency members of the Sport for Business industry group supported this optimism with 42% of sponsors confirming they have entered new sports partnerships since the start of the pandemic. Commenting on the green shoots of optimism, John Trainor, Founder and CEO of sponsorship analysts ONSIDE notes: “While 1 in 5 sponsors are still considering dropping out of existing sports sponsorships as a result of Covid-19, we have seen more than double that number enter into new sports partnerships”. Trainor added: “There has been quite a dramatic shift in the types of agreements sponsors are looking for with significant growth in the proportion of sponsors more likely to invest in sport related community and grassroots, sustainability and cause-related initiatives in the next 12 months.” “Even before the historic weekend for women’s sport spurred by Rachael Blackmore’s Grand National triumph, our latest research found strong momentum building with 15% of sponsors saying they are a lot more likely to invest in women’s sport sponsorships in the next 12 months and 54% claiming to be a little more likely, an increase across these two groups of 34% since September 2020.” GAA (75%) and rugby (69%) started Q2 2021 as the platforms that sports industry insiders say provide the most potential benefits for sponsors, followed by the Olympics (56%) and Paralympics (52%). In the build up to the rescheduled Tokyo Games, several Olympic sports have enhanced their perceptions as potential sponsorship platforms, notably hockey and athletics as well as the Olympic and Paralympic brands. Despite this optimism, it has been a tough year for rights holders, with 26% confirming they have lost sponsors due to the pandemic. Trainor noted: “Of those that have agreed to amend agreements, 1 in 2 have had to accept a reduced rights fee. There also remains a high volume of deals at the negotiating table. Of the 6 in 10 sponsors and rights holders who have entered negotiations, only 43% have successfully agreed amendments, with 21% still negotiating and 36% having agreed short-term amendments but still negotiating the longer-term implications”. Rob Hartnett, CEO at industry group Sport for Business noted: “With regulators around the world looking at the relationship between sport and its sponsors, it was interesting to see that 7 in 10 industry practitioners in Ireland are doing extensive due diligence on the business practices of an organisation before partnering with them. However, a finding of concern for our industry is that 1 in 2 practitioners believe there is a significant lack of diversity and inclusion in the sports industry in Ireland today, something requiring urgent attention from all involved”.  Source: https://sponsorship.org/confidence-returns-to-irish-sports-and-sponsorship-industries/...
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2021-04-13
New Balance To Sponsor Boston College
 Boston College described the partnership as its “largest financial footwear and apparel agreement” in Boston College (BC) athletics history. New Balance secures the right to provide uniforms, apparel and footwear for 30 BC’s 31 varsity sports. The partnership will also include the opportunity for Boston College student-athletes to be part of an annual internship program at New Balance. “This partnership will be an absolute game-changer for Boston College Athletics and our student-athletes,” said William V. Campbell, Director of Athletics, Pat Kraft. “This is not just a historic deal in terms of the financial value and amount of apparel for our department. The opportunities for our student-athletes to assist in product design and development of the footwear and apparel they will wear and compete in will be transformational.” Boston College will become the largest school sponsored by New Balance, headquartered in Boston. The brand has been a sponsor of the University of Maine for years. In March 2021, New Balance entered into a sponsorship agreement with The University of Denver in a partnership with BSN Sports. The partnership follows on New Balance’s return to the basketball sneaker category market that began in 2018/19 with the signing of NBA star Kawhi Leonard and the launch of his OMN1S shoe. The brand has also signed Darius Bazleyof the Oklahoma Thunder, Jamal Murray of the Denver Nuggets and Dejounte Murray of the San Antonio Spurs. Boston College said New Balance’s commitment to innovation and investment in its men’s and women’s basketball programs was a “key element” to the partnership. “This progressive collaboration joins two world-class Boston-based teams with strong synergies at our core and enables a broad spectrum of initiatives that will drive innovation, performance and creativity,” said Ray Hilvert, vice president of global team sports, New Balance. “Boston College Athletics is known for its historic commitment to excellence, and we look forward to working with Pat Kraft, [University President] Father Leahy and the entire Boston College team to build a strong and dynamic relationship that benefits student-athletes and our shared communities.” The partnership will grant several BC teams access to the new TRACK@New Balance that is currently under construction. The sports complex at Boston Landing will feature a 200-meter hydraulically banked track, seating for more than 5,000 spectators and facilities for training, events and recovery. Officially licensed Boston College apparel will be available online this summer on BCEagles.com and NewBalance.com, in addition to both New Balance Boston retail locations and the Boston College Bookstore. Boston College cited its longstanding appreciation for New Balance’s history and corporate mission as factors in its decision to seek the agreement. “This agreement is a great fit for Boston College,” said Kraft. “New Balance is a Brighton neighbor that shares our values. Like BC, it rose from humble beginnings and has grown into an international powerhouse that remains committed to integrity and corporate responsibility. We look forward to this successful partnership and how we can join together to strengthen our community further.” Source: https://sgbonline.com/new-balance-to-sponsor-boston-college/...
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2021-04-13
PGA OF CANADA SELECTS RBC AVION VISA AS THE OFFICIAL CREDIT CARD OF THE 2021 RBC PGA SCRAMBLE
Today, The PGA of Canada announced that RBC Avion Visa is now the Official Credit Card of the 2021 RBC PGA Scramble, the largest amateur team championship in Canada. National events will take place across 140 golf facilities around the country, culminating with the Regional Finals and a bucket-list National Championship in early October.When RBC PGA Scramble participants use their RBC Avion Visa credit card to register their team, they will get access to unique golf benefits, including: waived registration fees, exclusive gear, perks with Team RBC golfers, and more!This offering is part of The Avion Collection, a growing suite of benefits, curated travel inspiration, exclusive value, insider tips and unique experiences – available just for Avioners. “The PGA of Canada’s partnership with RBC has been everything we could ask for and together we have worked to grow the RBC PGA Scramble into what it is today,” said Kevin Thistle, PGA of Canada CEO. “To add RBC Avion Visa as our Official Credit Card now is the next evolution of that and we look forward to welcoming Avioners to the program.”RBC has been the title sponsor of the PGA Scramble since 2017, and the event has grown to include over 150 local and regional qualifiers across Canada with over 10,000 participants in each of the past two years.  “We value our partnership with the PGA of Canada and knowing how important golf is to many of our Avioners, this was a natural fit,” said Alan Depencier, Chief Marketing Officer, RBC. “The Avion Collection provides our loyal Avion cardholders with exclusive offers and experiences and this year’s Scramble is one of the many ways that we’re delivering the kind value and exclusivity that our Avioners have come to expect.” COVID-19 protocols will be in place at each qualifier in accordance with provincial health authority guidelines. For more information, visit: https://rbcpgascramble.com/covid-19-best-practices/Team registration is set to open on April. 6 for local qualifiers across the country. For more information and to register your team, visit www.rbcpgascramble.com....
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2021-04-11
Race Roster Returns as Title Sponsor Of Running USA Conference
Race Roster will continue its support of the Running USA Industry Conference. The 2022 Running USA Industry Conference will be held in-person in February 2022, with exact dates and location to be announced soon. Race Roster was the title sponsor of Running USA’s 2020 industry event in Las Vegas, which hosted more than 700 attendees. While the 2021 conference was not held due to the coronavirus pandemic, Race Roster has continued to support Running USA’s educational efforts, like the November 2020 Timer Symposium, which delivered valuable industry content virtually. “We are so appreciative of Race Roster’s continued commitment to the endurance industry and to our educational programming at the Running USA Industry Conference,” said Dawna Stone, CEO of Running USA. “Just as events are excited to be running in-person again this summer and fall, we look forward to welcoming everyone back real time at our 2022 event.” “Race Roster has been a supportive and collaborative partner of Running USA for over six years now,” said Christine Bowen, vice president of programming, partnerships and operations at Running USA. “Their efforts during the pandemic to help events pivot and survive are a great example of their dedication to our industry. We are thrilled they’ll continue to be our conference title sponsor for the next two years.” “The Running USA Industry Conference is my favorite annual conference, and I can’t wait for it to return in 2022. I think we all sorrily missed seeing our industry friends and partners in 2021,” said Alex Vander Hoeven, CEO of Race Roster and GM of Asics Running Apps. “We’re entering an entirely new chapter in the endurance space, and I’m truly excited for the innovative solutions and experiences that will be introduced in the coming years.” Running USA will reveal the location of the 2022 Industry Conference presented by Race Roster in the next few weeks. Source: https://sgbonline.com/race-roster-returns-as-title-sponsor-of-running-usa-conferenc/...
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2021-04-08
Guitar manufacturer Jackson partners with LCS and PENTAKILL
Riot Games has announced a ‘global collaboration’ between US-based guitar manufacturer Jackson and the developer’s virtual heavy metal band PENTAKILL.The exact details of what activations will take place have yet to be revealed. However, the collaboration is expected to showcase the ‘instrument’s powerful performance and distinctive style’.This isn’t the first time Riot Games has integrated brands into its virtual music groups, with K/DA collaborating with Ducati to integrate its Panigale V4 bike into the K-POP group’s ‘MORE’ music video. Alongside the collaboration announcement, Riot Games also revealed that PENTAKILL will perform live at LCS’s Mid-Season Showdown Opening Ceremonies Presented by Mastercard. This is the metal band’s first performance since 2017.The Mid-Season Showdown will take place on Sunday, April 11th at the Los Angeles Greek Theatre. At the opening ceremony, PENTAKILL will play a teaser of its latest newest song, which is scheduled to be released later in 2021.In addition to Jackson’s PENTAKILL collaborations, the guitar manufacturer, which was acquired by Fender in 2002, has also been announced as a partner of the LCS. As such the firm joins the likes of Grubhub, Mastercard and StateFarm as sponsors of the North American League of Legends competition.Article by Tom Daniels as posted on https://esportsinsider.com/2021/04/guitar-manufacturer-jackson-partners-with-lcs-and-pentakill/...
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2021-04-07
Panaracer To Sponsor Battle Royale For The TransRockies Gravel Royale Event
 TransRockies Race Series announced that Panaracer will sponsor the Battle Royale for its TransRockies Gravel Royale gravel bike event. The four-day event in British Columbia, August 23-26, will award the KOM and QOM in a hill climb competition. “Panaracer is known for having the best gravel tires available,” said Aaron McConnell, president, TransRockies. “We are excited to have them on board as the sponsor of our Battle Royale to elevate the race experience for all participants and to have another great partner as TransRockies expands into gravel.” Panaracer’s GravelKing tires are popular gravel tires at retail and range from its knobbed SK version to Slicks and its latest SS models. The brand’s tires are made of a natural rubber compound with a puncture protection breaker and a low-rolling-resistance casing. The Gravel Royale covers miles of gravel through the Kootenay Mountains in British Columbia, and riders will find a mix of terrain, from pavement and gravel to single and double-track trails.  “We are so pleased to be part of the four-day adventure that is the TransRockies Gravel Royale. Following a year of ups and downs, we are thrilled for the return of a busy race season and encouraged by the sprouting of new events like this one,” said Jeff Zell, Panaracer’s global go-to guy. “The TransRockies Challenge was a legendary mountain bike event, and we are certain the TransRockies Gravel Royale will be quick to follow into that renown. We look forward to seeing everyone in August.” Source: https://sgbonline.com/pressrelease/panaracer-to-sponsor-battle-royale-for-the-transrockies-gravel-royale-event/...
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2021-04-07
Cognizant Joins SailGP as Official Digital Transformation Partner
Cognizant to help reimagine sailing fan experience, bringing fans closer to the actionCognizant (Nasdaq: CTSH) announced today a multi-year partnership to be the Official Digital Transformation Partner of the elite global racing championship SailGP. Cognizant will leverage its digital transformation and software engineering expertise to improve audience insights, enable data visualization and create an immersive fan experience for the 257 million SailGP viewers worldwide. Cognizant will also align with SailGP's Race for the Future purpose-driven agenda, championing a better world powered by nature, with a focus on accelerating a transition to clean energy.SailGP involves high-performing sailors racing for national teams in identical, supercharged F50 catamarans. Race outcomes are determined by sailing skills rather than any differences in sailboat design and technology. The teams utilize Oracle software to analyze the collected open-source data to make critical performance gains.To enhance the fan experience on the eight international sail grand prix event weekends and beyond, Cognizant will transform the SailGP website to be more dynamic, and in future seasons, enhance SailGP's mobile app as well. These enhancements will offer real-time updates on key performance metrics such as the high-performance athletes' heart rate or the speed and distance of the boats.SailGP is a member of the UN Climate Neutral Now Initiative and became the first championship in the sailing world to be certified as carbon neutral by reducing and offsetting its carbon footprint, as well as committing to being fully powered by nature by 2025. As a climate-positive sport, SailGP works with host cities in implementing innovative solutions to mitigate climate change. SailGP also recently launched an extensive program to fast-track female athletes' training and development for participation in the championship to advance gender equity in sailing."We are pleased to be SailGP's Official Digital Transformation Partner, bringing Cognizant's expertise in digital transformation and software engineering to the forefront of the first climate-positive sail racing championship in the world," said Ursula Morgenstern, President, Cognizant Global Growth Markets. "Many of our clients are sailing enthusiasts. It is an honor to align with an organization that has demonstrated similar growth and is committed to a sustainable future, as well as diversity and inclusion." Throughout the multi-year partnership, Cognizant will collaborate with Oracle in augmenting the capabilities of Internet of Things (IoT) technology operating on each of the eight SailGP F50 catamarans to inform decisions, improve performance and, ultimately, make the boats go faster. The F50 fleet is referred to as a 'smart city on water,' with each boat generating 30,000 data points/sec—one of the most sophisticated IoT devices in the sports space."We are thrilled to join forces with a like-minded partner that shares our commitments and values," said Sir Russell Coutts, CEO, SailGP. "Starting today, Cognizant will actively participate in SailGP's development and our Race for the Future purpose-led agenda, aimed at accelerating change to a cleaner and more inclusive future."Previously this year, Cognizant announced a series of strategic sports sponsorships, including being named the title partner of the Aston Martin Formula One Team, a Global Partner of the PGA TOUR's Presidents Cup, and a title partner of the LPGA Tour's Founders Cup. Other initiatives include a strategic partnership with XPRIZE to fight COVID-19 through AI and a five-year, $250 million corporate social responsibility commitment to help create stronger, healthier and more inclusive communities as they emerge from the pandemic.SailGP Season 2 kicks off April 24 in Bermuda, when rival national teams from Australia, Denmark, France, Great Britain, Japan, New Zealand, Spain and the US will start an eight-event series across three continents, culminating in a $1 million winner-takes-all race in San Francisco in March 2022....
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2021-04-06
LAFC Announces Golden Boot Club Partnership With Nectar, America’s Most Comfortable Mattress
LAFC announced today that premium mattress brand Nectar will serve as the ‘Official Training Kit Partner of LAFC’, with the Nectar logo prominently featured on the Club’s training gear.The properties division of global firm CSM Sport & Entertainment sourced and helped broker the deal for LAFC.As part of the partnership, the Club’s training center will be named the ‘Nectar Performance Center’. The Nectar Performance Center is home to LAFC’s first team and is located on the campus of Cal State LA.“We are proud to announce this unique partnership with Nectar and welcome another premier brand to the Black & Gold family,” said LAFC Co-President Larry Freedman. “Adding the Nectar name to the Club’s Performance Center and training jerseys is an incredible opportunity to align with a universally loved and industry-leading brand. We’re excited to extend the Nectar benefits to our first team players to give them the best opportunity to succeed.”A Golden Boot Club partner, Nectar will serve as the ‘Official Sleep Partner of LAFC,’ in addition to becoming the presenting partner of the Player Nap Room at the Performance Center. The newly built Nap Room will feature Nectar products including a brand-new mattress, sheets, and hardware.“It’s no secret that a good night’s rest is fundamental to our physical and mental health, and crucial for athletes whose bodies and minds face intense pressures,” said Ran Reske, Co-Founder and Co-CEO of Resident. “We’re thrilled to partner with LAFC and provide their talented teams with the comfort and support of Nectar mattresses. We hope they will benefit from the ultimate sleep experience Nectar has become known for, and look forward to watching them bring their A-game to the field.” Nectar joins Delta Air Lines, Heineken, Toyota, YouTube TV, Kaiser Permanente, Target, Estrella TV, FLEX Power Tools, Postmates and Uber as LAFC’s Golden Boot Club Partners. The Golden Boot Club provides exclusive access, visibility and experiences for LAFC’s elite level of partnership....
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2021-04-06
Raymond James sponsored The Wealthy Life television show will now been seen across Canada on Global TV
Raymond James Ltd., the Canadian arm of North American investment dealer Raymond James Financial, Inc., is excited to announce that The Wealthy Life television program, hosted by Sybil Verch, will air nationally across Canada on Global Television, premiering April 3.The Wealthy Life explores the real world money matters we all face and how to make the most of the wealth we all have. Learn from experts on how best to navigate fiscal bumps in the road and discover tips to make the most of your means. Tune in Saturdays at 11:30 am to watch The Wealthy Life and learn tips and tricks to make smarter financial decisions."I am thrilled that we can bring season five of The Wealthy Life to a national audience.  The importance of financial literacy cannot be overstated and our show covers all aspects of what makes a wealthy life, and it's more than just money," said Sybil Verch.The Wealthy life will be seen on the following Global Television channels, Saturdays at 11:30 am:CHAN – Vancouver and British ColumbiaCITV – EdmontonCICT – CalgaryCFSK – SaskatoonCFRE – ReginaCIII – OntarioCKMI – Quebec"Wealth can be defined by many characteristics, be it the quality of your life, number of friends, state of your finances and by the feeling of fulfilment and happiness. There is not a single formula to success. Raymond James is proud to sponsor The Wealthy Life as a way to help individual investors reach their personal financial goals," added Peter Kahnert, SVP, Corporate Communications and Marketing at Raymond James.Raymond James is a leading North American independent full service investment dealer offering an extensive range of professional investment services and products, including private wealth management services, financial and estate planning services, portfolio management, insurance, trust services, equity research, investment banking and institutional sales and trading. Through its network of approximately 8,220 financial/investment advisors and portfolio managers across Canada, the United States and key international centres, Raymond James manages more than US$1.02 trillion in client assets under administration. The firm also has over 76 research analysts covering more than 1,100 companies in Canada, the United States, and internationally....
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