This Visual Search Tool Aims to Demystify the Value of Esports Sponsorships
The tech breaks down how far marketing dollars go in the spaceThe esports economy is projected to reach a little over $900 million this year, but the nascent space remains largely uncharted territory for marketers.Brands are spending 50 percent more in the space than they did last year, according to one estimate. And while three-quarters of that money comes from sponsorships, advertising and media rights, and content licenses, marketers still question the value of placing their ads or logos in an esport sponsorship.Enter visual search firm GumGum. The company is rolling out a package of esports-geared media valuation measurement software to give advertisers a better idea of what competitive gaming sponsorships are worth. The tool is being introduced in partnership with audience tracking company FanAI and esports organizations Optic Gaming, Cloud9 and Team SoloMid.The system uses visual search to identify where brand names and logos appear in broadcast footage and social media videos and then calculates audience estimates to compare the value of a sponsorship to that of a paid commercial. Its algorithm takes into account the size of the logo, the clarity of the image and how prominent the brand is within the frame.Team SoloMid said it plans to offer the system to its brand partners, including Dr Pepper, Chipotle and Logitech.Most teamwide esports sponsorships range in price from $200,000 to $750,000 per year, but the best organizations are starting to command seven figures, according to Sports Business Daily.GumGum Sports gm Jeff Katz said the goal is to standardize esports sponsorship measurements with the same traditional metrics familiar to marketers buying in the space who tend to come from more conventional sports advertising backgrounds.“They like to see the connection, the fact that you work with not only esports clients but also stick and ball,” Katz said. “They like that for consistency so that they can look at their sponsorship portfolio holistically.”Esports sponsorship packages offer a different value proposition than the average sports deal, Katz said. For one thing, esports placements tend to last longer; fans will often tune in for hours on end just to watch esports players practice. There’s also much more interaction between viewers and competitors on platforms like Twitch, where players will talk to their subscribers as they play.“You can actually watch them practice and interact with them and have a conversation,” said Team SoloMid chief revenue officer Brad Sive. “You can’t do that with Lebron or Steph Curry.”But all that time and activity also comes with the increased risk that players might cross a line and jeopardize brand safety. FanAI founder and CEO Johannes Waldstein said that tends to be the No.1 concern among brands going into esports partnerships—right before concerns that fans won’t be receptive to advertising.“There’s the fear that a streamer is going to use racist language or do something that could be a PR disaster,” Waldstein said. “The second concern is that these people are cynical. Are they going to make fun of me on Reddit? Are they going to not appreciate me coming in?”But Sive said those problems are fading. Viewers are starting to expect brands mixed in with the streams they watch, and players are becoming somewhat more PR-savvy.“There was no one out there that had an end-to-end product that can say, ‘This is the segment, and this is how we’re going to measure it,” Sive said. “It creates a common language and common measurement system. It’s the first step to bring some kind of uniformity to a system that’s very splintered and chaotic.”The companies are hoping the audience data will help dispel the persistent myth that video games only appeal to maladjusted shut-ins. While the space remains male-dominated, Waldstein said, there’s a growing diversity of age and professional background among esports audiences.“A lot of [brands] are going after the standard sports categories but really, it’s a little bit like movies—movies touch everybody; games are starting to be like movies,” Waldstein said. “And if you think about the brands and the product placement and the experiences that go into movies, I think that video games are even more compelling because you can both play in that game and watch professionals play that game.”Article by Patrick Kulp as posted on AdWeek....
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Sobeys Celebrates Special Olympics 2018 National Summer Games July 31 - August 4
Sobeys Inc. is thrilled to be co-sponsor of  the Special Olympics Canada 2018 Summer Games in Antigonish, Nova Scotia from July 31-August 4. This, first of its kind, sponsorship includes $250,000 in financial support and in-kind contributions to Special Olympics Canada."We are thrilled to be part of this year's Special Olympics Canada 2018 Summer Games and are continuously inspired by the hard work and dedication of Special Olympics athletes," said Michael Medline, President and CEO, Sobeys Inc. "We at Sobeys are the biggest fans of Special Olympics – incredibly proud of our Sobeys teammates who are also Special Olympics athletes, delighted to have created the only nutrition program of its kind in the Special Olympics movement, and humbled to have the opportunity to be co-presenting sponsor of the Special Olympics 2018 Summer Games."Sobeys Inc. will provide thousands of healthy snacks and meals to fuel athletes, coaches and volunteers during the games. Sobeys employees will also be at the games cheering on incredible Special Olympic athletes.To highlight our enthusiastic participation in the games, we've partnered with super fan Cameron Hughes to cheer on the athletes and celebrate alongside Sobeys employees. Cameron has entertained nearly 10 million fans across North America in stadiums and arenas of all sizes with the goal of igniting their inner passion. His infectious energy is a great addition to kick off the Special Olympics Canada 2018 Summer Games."We're excited to be the Special Olympics biggest fans at the 2018 National Summer Games," said Renée Hopfner, Director of Corporate Social Responsibility, Sobeys Inc. "We continue to be inspired by the athletes as they train hard and prepare for their events and can't wait to support them onsite by fueling their performance with great food and cheering on our fellow Canadians and Sobeys employees."Leading up to the games, Sobeys brought together dieticians, athletes, volunteers, and caregivers to deliver Better Food Nutrition Sessions. Over 100 Sobeys office employees showed their passion for better food by volunteering their time to lead these sessions that teach Special Olympics athletes how to incorporate easy and nutritious recipes into their everyday lives.Sobeys also profiled the unique stories of athletes, their families, employees, volunteers, and coaches from across the country on Instagram @SobeysSpecialOlympics to build excitement and show support....
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NASCAR: Furniture Row Racing to Lose 5-Hour Energy Sponsorship After 2018
Martin Truex Jr.’s No. 78 Furniture Row Racing team has been one of the most successful crews in the NASCAR Cup Series over the last few seasons, winning the series championship last year and claiming four winsthrough 20 races in 2018, trailing only six-time winner Kevin Harvick and five-time winner Kyle Busch. Still, the team finds itself in search of primary sponsorship for 2019 and beyond. Recently, 5-Hour Energy announced it is leaving the team and NASCAR at the end of the 2018 season.“I don’t know that I was surprised. They’ve been on the fence for a kind of a while, and we’ve kind of been waiting on a decision, and so I don’t know that I was surprised, but I guess I wish it didn’t take quite as long as it did and, you know, kind of puts us in a tough spot now, but I’m not really, really worried,” Truex said during his media availability at New Hampshire Motor Speedway in Loudon on July 20. "I mean, I think something good can come out of this. Obviously,  it’s not great timing with all that’s going on, but I’ve got confidence in my team and what we’re doing, and hopefully, we can find a replacement for that."The 2018 season is 5-Hour Energy’s second with Furniture Row Racing. Last year, it sponsored the team’s No. 77 entry of Erik Jones, but when FRR scaled back from two to one entry and Jones moved to Joe Gibbs Racing ahead of 2018, 5-Hour sponsorship moved to the No. 78. The energy shot company sponsored Clint Bowyer between 2012 and 2016, first at Michael Waltrip Racing and then at HScott Motorsports, neither of which still exist.The company shares primary sponsorship of the No. 78 with Bass Pro Shops. Truex’s relationship with Bass Pro Shops dates back to his time in the NASCAR Xfinity Series that includes two championship seasons in that series in 2004 and 2005.Prior to deals with 5-Hour Energy and Bass Pro Shops, team owner Barney Visser put his own company, Furniture Row, on the car as the sponsor."I don’t see Barney putting Furniture Row back on the car and doing that,” Truex said. "I don’t know that he can make that work anymore, so we’ll see where it goes from here, but, you know, obviously committed to the team and trying to figure out how we can continue moving forward, and hopefully, there’s a company out there that we can do a great job representing, and hopefully, they’ll come out and show their support here shortly.”The 2018 season is also a contract year for Truex and Furniture Row Racing."Certainly makes things more difficult, you know, but we’ve been talking about it and honestly it’s not like we were just waiting on this to happen,” Truex said of the 5-Hour Energy announcement impact on negotiations. "It just was more of—we’re just trying to figure everything out, what’s the best direction to go, get all the details, and honestly, we haven’t really worked that hard on it. It’s been something that’s like—it’s not really a pressing issue for me. I know what the team wants. I know where we’re all at, you know, it’s not like I’m nervous they’re going to sign somebody else or I’m going to be searching for a ride. It’s nothing like that. It’s more just trying to focus on racing and feeling like it will get done when it gets done.”Article by Amanda Vincent as posted on The Drive....
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Budweiser Ditches Jay-Z Festival Sponsorship for Country Music Events
Budweiser will not be sponsoring rapper Jay-Z’s “Made In America” music festival this year, despite previously being a major sponsor, instead opting to spend money sponsoring country music events.Though 2018’s “Made In America” features a popular including Nicki Minaj, Post Malone, Meek Mill, Diplo, Zedd, Ty Dollar $ign, Miguel, Fat Joe, Lil B, and JPEGMAFIA, Budweiser, which “used to spend millions of dollars staging and promoting the fest,” realized that country music attendees drink more Budweiser beer.“We are realizing that music is being consumed in many different ways today and we want to keep up with trends and how consumers are behaving today,” declared Budweiser Vice President Ricardo Marques, who, according to , discovered in research that “fans at country music events spend more on beer than at similarly sized events featuring other genres.”At South by Southwest festival this year, Budweiser organized Country Music Showcase with Sony Music Nashville.Earlier this year, Jay-Z’s music streaming service, Tidal, was accused of falsifying the number of streams played by users on the platform. Tidal is reportedly months behind on payments to labels, and some artists have become  their music from the service.In May, Jay-Z reportedly asked rapper Meek Mill to back out of a meeting with President Donald Trump on the topic of prison reform.Article by Alfredo Boyd as posted on Northfield Review....
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The Glenlivet renews partnership with Golf Canada
 Corby Spirit and Wine Ltd. and Golf Canada are pleased to announce that Single Malt Scotch Whisky brand, The Glenlivet, will continue as the official spirit supplier of Golf Canada's National Open Championships—the RBC Canadian Open taking place from July 23-29, 2018 at Glen Abbey Golf Club in Oakville, Ont. as well as the CP Women's Open, from August 20-26 at The Wascana Country Club in Regina, Saskatchewan."We're excited to extend our partnership with the RBC Canadian Open and CP Women's Open as it allows us to celebrate the tremendous excellence and heritage of golf in Canada with The Glenlivet," says Bryan Lin, Scotch Whisky Brand Manager, Corby Spirit and Wine. "The Glenlivet is the ultimate Single Malt Scotch whisky that was distilled for pleasure since 1824. We are committed to delivering a first-class experience that can be shared by golf fans and patrons throughout the championship with multiple onsite activations and touchpoints."Attendees at the RBC Canadian Open Spectator Village will have the opportunity to sample the award-winning Single Malt Scotch Whisky The Glenlivet Founder's Reserve and take home their own custom label with The Glenlivet Label Maker Experience.Fans can also enjoy a more premium viewing experience inside the Single Malt Super Seats Lounge behind the 16th Hole Green, with feature tastings of the newly launched Ballantine's 15 Year-old Glenburgie Single Malt Scotch led by The Glenlivet Brand Ambassador, Frank Biskupek.Additionally, Corby Spirit and Wine will feature several of its premium spirits at public concessions, including Absolut Vodka, Havana Club Rum, Altos Tequila and Ungava Gin."We are proud to offer our fans a truly world-class whiskey at both the RBC Canadian Open as well as the CP Women's Open," said Golf Canada CEO Laurence Applebaum. "The tremendous history behind The Glenlivet pairs perfectly with well over 100 years of delivering a premium spectator experience at our historic National Open Golf Championships"...
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Arsenal fall victim to embarrassing sponsorship scam
Signing a sponsored deal with companies is a common thing in football right now. There are so many agencies and agents doing all the work between the clubs and the companies for a commision and it's hard to keep a track of how many are involved in this business.However, there are a lot of people taking advantage of is. Arsenal have been the latest club to be tricked by a fraud agency.In April this year, Arsenal announced a global partnership with BYD Auto, an electric vehicle manufacturer.Reports suggest that the deal was done during Arsenal’s pre-season tour of Shanghai and Beijing last year. The agreement saw the Chinese firm become the Gunners’ official car and bus partner.Arsenal did not reveal the length and the financial details of the deal but claimed that the deal made them the first Premier League club to have a global electric vehicle partnership.All that came crashing yesterday when the Chinese company revealed that the sponsorship deal was signed with the club by an unauthorised person. BYD claims that the person who signed the contract was not sanctioned to sign deals with partners nor was he ever an employee of the company. Police are now investigating the involved person in Shanghai.Arsenal asserted on their website (Chinese's version) that they are looking into the issue. They have also claimed that senior-level BYD representatives were involved in the deal.Arsenal's statement read: "BYD has informed Arsenal that they believe they have been the victim of a fraud in relation to various advertising agreements. This includes our partnership with BYD which was formally launched by both parties at an event at Emirates Stadium on 8th May.""We are investigating the situation and discussing it with senior level BYD representatives who were involved in the launch of the partnership. We will make no further comments on this matter."BYD also stated the Hong Kong stock exchange last week saying the seal used to stamp the unauthorised contracts must have been forged.Article by Sripad as posted on Sportskeeda....
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Health Canada statement on event sponsorship and other promotional activities by federally licensed producers of cannabis
Health Canada is concerned by the decision of some federally licensed producers of cannabis for medical purposes to sponsor events, such as music festivals, and engage in other promotional activities, as reported recently by several Canadian media outlets.The Government has made its position regarding event and other kinds of corporate sponsorship and other promotional activities abundantly clear, including by setting out prohibitions in the Cannabis Act. Practices that would go against these prohibitions are contrary to the Government's goal to protect public health and public safety, including the goal of protecting young persons and others from inducements to use cannabis as set out in the purpose section of the Act. The actions of some companies have underscored the need for the prohibitions in the Act and their rigorous enforcement.As the law presently stands, the advertising of cannabis is subject to several prohibitions in both the Narcotic Control Regulations (NCR), made under the Controlled Drugs and Substances Act (CDSA), and the Food and Drugs Act (FDA). For example, under paragraph 70(b) of the NCR, no person shall publish or cause to be published or furnish any advertisement to the general public respecting a narcotic.Health Canada expects that all parties who are authorized to conduct activities with cannabis adhere to the highest standards of professional and ethical conduct, and at all times comply with the law. The department is reviewing the actions of existing licensed producers and will be taking every possible step to bring them into compliance or prevent non-compliance with existing laws.Those who do not adhere to the applicable prohibitions will face serious consequences, which may include if appropriate, suspension of their licence.The contravention of the existing prohibitions can also result in criminal liability. For example, the contravention of paragraph 70(b) of the NCR is an offence under section 46 of the CDSA, which now carries a maximum fine of $5 million on indictment or a maximum fine of $250,000 (for a first offence) or $500,000 (for a subsequent offence) on a summary conviction, with the possibility of imprisonment....
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Soap & Glory Partners With Tough Mudder As Its First-Ever Exclusive Beauty Sponsor For The 2018 Season
Soap & Glory has executed a deal to become the first-ever exclusive beauty sponsor for all 2018 Tough Mudder North America Challenge events. The sponsorship kicks off this July, with activations at 21 Tough Mudder event days across the United States that will continue through November. The leading beauty brand will take over the Rinse Stations & Changing Tents and transform them into tropical pink oases inspired by their newest bath and body fragrance family, Call of Fruity. Soap & Glory will also unveil a reimagined version of Tough Mudder's muddiest obstacle, Kiss of Mud. This pink-tastic muddy arena will get participants down and dirty just in time for the Call of Fruity-branded Rinse Stations. Beginning with the Twin Cities Tough Mudder in Minneapolis on July 14-15, Soap & Glory will celebrate female warriors across a multitude of platforms, including Facebook and YouTube, and select broadcast television outlets.The Tough Mudder course pushes participants to their limits and unleashes their inner "GLORY-IOR" by increasing strength, endurance and athleticism through a combination of resistance training, bodyweight moves, dynamic stretching and cardio-focused drills. Through this partnership, it is Soap & Glory's goal to inspire women across the country to feel, look and act with kicka** femininity. "At Soap & Glory we're all about supporting powerful women doing amazing things, which is why we wanted to partner with Tough Mudder," said Kristina Amerigo, Senior Brand Manager at Soap & Glory. "There is powerful synergy between our target demographic and the women who participate in these events – they are independent, empowered, and on a mission to challenge themselves to be the best they can be! Tough Mudder is an incredible physical challenge that gets people muddy and sweaty… which presents the perfect opportunity for Soap & Glory to clean them up using our NEW scent-sational Call of Fruity body care range."Tough Mudder's young, rapidly expanding audience overlaps Soap & Glory's dynamic demographic of empowered, glory-ous women nationwide—making Soap & Glory a prime partner for Tough Mudder's 2018 season. "We are excited to combine the passion of the incredible force of women that represent the Soap & Glory brand with the inspiring Tough Mudder lifestyle and epic event challenges. The partnership brings to life our shared camaraderie and belief in helping each other to achieve the extraordinary," said Jerome Hiquet, Chief Marketing Officer, Tough Mudder. "There is genuine beauty in pushing through mud, sweat and personal limits, and we are truly excited to integrate Soap & Glory with legions of courageous female members of Mudder Nation who participate in events across North America."...
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New Coca-Cola and MLSE Partnership Expands Commitment to the Community Through Coca-Cola Coliseum
Today, Coca-Cola and Maple Leaf Sports & Entertainment (MLSE) announced a partnership that strengthens their shared commitment to community, that includes renaming the Marlies arena to Coca-Cola Coliseum. As one the city's most historic venues and the home of the Calder Cup Champion Toronto Marlies, Coca-Cola Coliseum will continue to provide opportunities for fans to support their teams and enjoy the best in music and entertainment."This strategic and exciting partnership shows our deep commitment to the community, and gives us a fantastic opportunity to help bring people together through community-focused programs and inclusive access," said Michael Samoszewski, Vice-President of Marketing with Coca-Cola Ltd. "Coca-Cola has deep roots in the Toronto community, with our first bottling plant opening in the city's west end in 1906. We have been refreshing Canadians for more than 120 years and are thrilled to work alongside MLSE to continue building a welcoming environment for the community throughout this 10-year partnership."For every Marlies home game during the 2018-2019 season at Coca-Cola Coliseum, Coca-Cola will donate a suite of seats to non-profit community organizations. Coca-Cola will also open the arena to the public for several community skate events throughout the upcoming 2018-2019 season."MLSE works every day to provide a world-class experience for our fans," said Jeff Deline, Senior Vice President, Global Partnerships at MLSE. "Through strategic partnerships with companies like Coca-Cola, we are able to continue our pursuit of delivering championships to our city and our fans and making our venues some of the best in the world."Coca-Cola Coliseum, which has a capacity of 8,300 fans, was constructed in 1922, and originally was a 6,200-seat Coliseum Arena until 2003 when it underwent an extensive renovation to build more seating capacity and corporate suites. It has been home to the Marlies since 2004, and a capacity crowd saw the team win the Calder Cup Championship last month in a dramatic game seven victory over the Texas Stars. Over the years, the venue has hosted many sports teams, musical events and entertainers, including The Doors, The Who, Vanilla Fudge, Genesis, Circus, and Jimi Hendrix.Coca-Cola looks forward to kicking off the start of the hockey season in October with a special surprise to welcome fans to Coca-Cola Coliseum and cheer on the Marlies to another winning season....
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Sponsorship Accountability Needs Improvement, But FIFA World Cup Sponsorships Dominate
Total sponsorship spending in North America is estimated this year to be up 41% since a 2010 study by the Association of National Advertisers.Progress in measuring and assessing sponsorship’s business impact has been marginal, according to a new study.The report, “Improving Sponsorship Accountability Metrics,” was conducted by the ANA and MASB (Marketing Accountability Standards Board) to provide greater insight and guidance into sponsorship measurement.Sponsorships in 2018 totaled $24.2 billion, per ESP Properties. They are also up 22% since a 2013 ANA study. However, the study revealed that only 37% of respondents reported having a standardized process for measuring their return on sponsorship.“Despite the continued growth of sponsorship investment and the repeated sentiment from marketers that there is a need for improved measurement and assessment, there has been little progress toward this goal,” said ANA CEO Bob Liodice in a release. “It’s time for the industry to substantially upgrade sponsorship accountability, and this report is a material step in the right direction.”The ANA study is timely in light of the big bucks being spent by sponsors of the FIFA World Cup. Sports sponsorship dollars typically are tied to the amount of screen time and views of an event. International social media analytics firm Talkwalker utilizes social analytics and visual analytics to measure World Cup sponsorship in a new way: engagement per dollar.By measuring engagement per dollar, including engagement on images that include a brand logo, brands have a more complete idea of how they are being perceived on social media. An astounding $2,513,890 is spent on World Cup Sponsorships every day. But the return is significant: 3.4 billion fans tune in to watch at some point during the tournament and 913,691 fans engage with World Cup sponsors every day.On average, sponsors gain 0.36 engagements for every dollar spent. English sportswear and football equipment supplier Umbro is dominating the competition so far, with 4.7 engagements per dollar. Among the U.S. brands involved in World Cup sponsorship, Adidas is this year’s biggest sponsor, spending approximately $311 million per year or $850,000 per day. Nike has 10 teams in the World Cup this year, spending approximately $195 million per year or $530,000 per day.  The ANA study also found that among respondents with a defined measurement process, 57% have a sponsorship measurement budget. Of those, most spend 5% or less on sponsorship measurement as a percentage of sponsorship rights (i.e., the cost of the sponsorship itself, not including activation costs).The need for validated results for sponsorship initiatives has increased in importance for 78% of respondents, indicating that marketers are always under significant pressure to validate results.Only 40% of respondents write expectations about sponsorship measurement into contracts with properties, a finding that is interpreted as a missed opportunity by client-side marketers.“The survey points out the continuing, unmet need for more sophisticated sponsorship measurement and valuation practices,” said MASB President and CEO Tony Pace in a release. “Developing and disseminating such practices is the next step for the MASB’s Sponsorship Accountability Metrics Project team.”The report determined that brand preference should be a key sponsorship metric because it plays a pivotal role in financial outcomes and has the highest correlation to sales and share, even more than metrics such as awareness, brand loyalty, purchase intent, advocacy, and brand relevance. According to the MASB, brand preference indicates the strength of a brand in the hearts and minds of consumers and represents which brands are preferred under assumptions of equality in price and availability.Going forward, the report recommended that marketers begin challenging the measurement community to assist with additional perspective and prioritize brand preference attribution for sponsorship, in addition to developing guidelines, benchmarks, and best practices.Article by Tanya Gazdik as posted on MediaPost....
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