2021-03-16
MANSCAPED™ Designated Official Men’s Grooming Partner of Shamrock Rovers F.C.
The Global Leader in Below-the-Waist Grooming Adds the Most Successful Football Club of the Republic of Ireland to Its Coveted Sports Marketing PortfolioMANSCAPED’s first Irish sports partnership has been announced, just in time for St. Patrick’s Day. The global grooming company is proud to welcome Shamrock Rovers as its newest partner.On par with its unprecedented global expansion, MANSCAPED™, the premier and leading men’s below-the-waist grooming company, has added another iconic team to its discerning sports marketing roster. The first Irish sports organization to join MANSCAPED’s partnership family is the Shamrock Rovers Football Club ― widely known as the most decorated club of the League of Ireland Premier Division, the most successful club in the Republic of Ireland. With 18 League of Ireland titles and a record 25 FAI Cups under their belts, all the players need now is a fresh pregame grooming routine in order to clinch the title this season...“We’re excited to be working with such a storied and decorated club as the Shamrock Rovers. Our team of football fanatics will be cheering on the Rovers all season long, while amplifying the partnership on and off the field,” said Paul Tran, Founder and CEO of MANSCAPED. “Since launching in Ireland last fall, we have generated a strong set of customers and fans in the market, as well as throughout the European Union. We look forward to augmenting MANSCAPED’s Irish presence and engaging with the club’s extensive network and fanbase.”“Shamrock Rovers F.C. is delighted to partner with MANSCAPED ahead of the 2021 season. This partnership marks our first official male grooming partner at the club, and we are delighted to have the MANSCAPED team on board,” said Rían Wogan, Commercial Partnership Manager of Shamrock Rovers. “MANSCAPED is an internationally recognized brand with a history of major sports partnerships with organizations and teams such as the UFC®, San Francisco 49ers, and Wolverhampton Wanderers, and are now adding Ireland’s most successful football club to its commercial partner portfolio.”Tallaght Stadium, located in the heart of South Dublin, Ireland, has been freshly cut for the highly anticipated 2021 season. The finishing touch? Proper adornment of MANSCAPED’s logo, a symbol that has become synonymous with major sports arenas, stadiums, and events worldwide. In addition to the signage and other advertising integrations, there will be a number of entertaining competitions and promotions for supporters to engage with the brands across digital media platforms. The final surprise and delight will be fan trial. That’s right: Rovers’ devoted fans will have a chance to win MANSCAPED’s premium products for themselves so they, too, can elevate their grooming game.The hype about the partnership was palpable at the Rovers’ President’s Cup match last Friday on their home turf, which now proudly reps the bold partner logo. With new grooming regimes, that surely unlock confidence and courage among the squad, the Rovers will take on the St. Patrick’s Athletic at Tallaght Stadium this Friday, March 19, for the official kickoff to the 2021 Premier Division. MANSCAPED is excited to celebrate St. Patrick’s Day week with a beer and authentic #WeAreRovers chant from across the pond....
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2021-03-15
Mastercard is looking to grab market share in the fast-growing world of esports by partnering with League of Legends, processing in-game payments, and issuing co-branded cards for gamers
 Tens of millions of fans around the world tuned in to watch 24 teams compete at the 10th annual League of Legends World Championship last October. The online multiplayer video game has grown to be massively popular since its launch in 2009. Its events are hosted in massive stadiums and feature musical performances — LoL has its own virtual pop group featuring characters from the game. And for payments and card giant Mastercard, it represents an opportunity to get a huge audience familiar with it.  Mastercard became the first global sponsor for LoL in 2018. In addition to sponsoring the world championships, it also backs the League of Legends Championship Series (LCS) in North America. "A few years ago we said, 'We want to get in and be a first-mover brand here,'" Cheryl Guerin, EVP and head of North America marketing and communications at Mastercard, told Insider.  "You're talking about a worldwide phenomenon," she added. "It's global. It's growing. It's rooted in technology, and you've got a highly-engaged audience." The total esports audience is expected to reach 646 million in 2023, nearly double where it was in 2017, according to Insider Intelligence. Most projections put the esports ecosystem on track to surpass $1 billion in revenue for the first time this year. LoL is arguably the biggest game in the world of esports. Combined viewership across the 21 streaming services broadcasting its championship in 2020 topped out at nearly 50 million. And average-minute audience (the average number of people tuning in during a given minute) was up 61% from 2019, LoL parent company Riot games reported.  Mastercard wants to be the go-to payments brand for all the consumers flocking to the booming segment. "We were pretty happy to know that when you look at spaces that are accelerating and growing, the ability to have been there already — in the game that wound up being the number-one game that people were watching or playing — is exciting for our brand," Guerin said. While Mastercard doesn't sell credit and debit cards directly to consumers, it benefits every time a consumer uses a Mastercard-powered card to pay. And its sponsorship of LoL is part of its larger effort to be consumers' card of choice. "It's about driving brand preference and relationships with your cardholders," Guerin said. Beyond brand awareness, Mastercard is eyeing esports as a new segment to win payment flows over rivals like American Express and Visa. "The business case that we made here is that you're talking about card-on-file transactions, sticky behavior where the consumer uses their card," Guerin said.  Other payments players have also tried to leverage LoL's reach to help with brand awareness. American Express was previously involved with LoL both as a sponsor in 2013 and a co-brand card partner. Amex launched a LoL pre-paid debit card in 2013, enabling players to load cards via their Amex accounts for in-game spend. The card was discontinued in 2014. Amex declined to provide further details on the card. Mastercard is also leaning on its existing payments tech to make in-game micropayments as seamless as possible.  Click-to-pay, for example, is a one-click checkout solution built by the major card networks including Amex, Discover, and Visa. Mastercard is working with Riot games to integrate the one-click checkout tech in-game, meaning players wouldn't have to pause and enter payment details to recharge their in-game wallets. Click-to-pay in-game is expected to launch in the US in the second half of this year.  And there are also opportunities for co-branded cards as part of the Riot Games ecosystem. Mastercard currently has co-branded cards, both credit and debit, with banks in nine countries, including Russia, China, and France. It currently doesn't have any esports co-branded cards in the US, and declined to share any specific plans to release one in the future. From a brand awareness perspective, Mastercard also benefits from the scale of leagues like LoL and the PGA, which it also has a sponsorship deal with. "The benefit when you sponsor something like the LCS or Arnold Palmer Invitational is your brand goes out through their distribution," Guerin said. In many ways, sponsoring LoL events is no different to Mastercard's existing sponsorships with other sports leagues Guerin said. In addition to LoL and the PGA, it also has sponsorship deals with the MLB and the Rugby World Cup. The leagues are all also part of Mastercard's Priceless campaigns, which offers fans access to swag, meet and greets with players, and experiences like seeing yourself on the jumbotron at a stadium. For the 10th anniversary of Lol Worlds, Mastercard released a capsule collection in partnership with Riot and gaming lifestyle brand CLOAK, selling a long-sleeve shirt, duffel bag, puzzle, and signature cloak on its Priceless website available to Mastercard cardholders. Each item sold for $10 to commemorate the occasion. Source: https://www.businessinsider.com/mastercard-esports-league-of-legends-sponsorships-co-branded-cards-lol-2021-3...
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2021-03-09
Sponsorship industry recovers as rights holder confidence hits new heights
 Confidence among the European sponsorship marketing community has risen sharply, new research from the European Sponsorship Association has found. The eighth edition of the ESA Sponsorship Sentiment Tracker, conducted in February 2021, has registered a solid increase in positive sentiment about the future of the industry from all parts of the sponsorship sector.  According to the latest wave of ESA’s regular survey, confidence hit a new average high, reaching 6.8 out of 10. This represents an increase of 0.5 points from wave seven of the Sentiment Tracker, released in early 2021. The Sponsorship Sentiment Tracker has gauged the health and confidence of leading sponsorship organisations since the start of the COVID-19 pandemic, attracting more than 1,200 responses from senior industry leaders across Europe. Head here for data, insights and commentary from all eight waves of ESA’s Sponsorship Sentiment Tracker Underpinning the increase in confidence, rights holders jumped from 6.0 to a record high of 7.1/10. Brand-side marketers (up 0.1 to 7.1/10) and agencies (also up 0.1 to 6.4/10) also saw slight increases in positivity. Some 31% of rights holders have also reported an increase in interest from brands since 2020, with 22% reporting the same brand interest and just 14% saying they have seen a decline in sponsorship interest. Similarly, 52% of agencies are expecting new business to increase in 2021, with 16% expecting new business to be at similar levels to 2020 and only 8% expecting a decrease. When asked about their sponsorship budgets, 34% of brand marketers said they were planning on renewing their existing sponsorship deals and a further 22% had plans to widen their sponsorship portfolio. However, 28% also expect at least some of their deals to not be renewed. ESA Chairman, Andy Westlake, said: “The ESA Sponsorship Sentiment Tracker has always reflected not just the confidence of the sponsorship industry, but also the wider sentiment of the community, and we’re pleased to see that falling levels of community transmission and a major uplift in vaccinations has translated to new confidence in our sector. It is a major positive to see that rights holders have started to report increasing levels of brand interest. Confidence among sponsors remained relatively high throughout a tough 2020 and we hope to see these levels of goodwill translate to an industry recovery, as major sporting and cultural events return in 2021.” Source: https://sponsorship.org/sponsorship-industry-recovers-as-rights-holder-confidence-hits-new-heights/...
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2021-03-08
Barwa to title sponsor Grand Prix of Qatar
 One of Qatar’s biggest developers to sponsor the first Grand Prix of 2021 Dorna Sports is delighted to announce Barwa as the title sponsor for the 2021 Grand Prix of Qatar. The event takes place at Losail International Circuit from the 26th to the 28th of March and will be officially named the Barwa Grand Prix of Qatar. Founded in 2005, Barwa is the largest listed real estate company in Qatar in terms of development and has become a key contributor to the stratospheric growth of the country. Barwa’s commitment to the development of Qatar makes the company a perfect partner for one of the country’s best established international sporting events: MotoGP™.Pau Serracanta, Managing Director of Dorna Sports: “I’m very happy to announce that Barwa will take top billing at the first Grand Prix of the season. Qatar is a spectacular place to race and welcoming a new title partner is great news for both parties, further cementing MotoGP as a key international sporting event in the country and region.” Source: https://sponsorship.org/barwa-to-title-sponsor-grand-prix-of-qatar/...
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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...
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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...
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2021-02-25
Under Armour Reduces Sponsorship Commitments By 47 Percent
 Under Armour Inc. reduced its sponsorship commitments by 47 percent to $361.6 million in 2020 from $679.1 million in 2019, according to its just-released annual report. The reduction comes as Under Armour has been cutting marketing commitments to align expenses with its lower sales rate. Last year, the brand ended contracts with UCLA, the University of California, Berkeley, and the University of Cincinnati. In early February, Under Armour confirmed it was ending its on-field licensing contract with the National Football League, restricting accessory products bearing the Under Armour logo from being worn or displayed on the field during games. On its fourth-quarter conference call, David Bergman, Under Armour chief financial officer, said the company was trying to reduce and “get out of some of the longer-term contracts that we weren’t receiving much of the benefit [from].” He added, “That allows us to have a bigger war chest, to be nimble on a marketing front going forward and making sure we’re deploying that marketing in the areas of highest return,” he added. Source: https://sgbonline.com/under-armour-reduces-sponsorship-commitments-by-47-percent/...
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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...
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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...
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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...
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