2021-06-02
Confidence in health of sponsorship industry dips as vaccine rollout continues
 A dip in confidence within the European sponsorship marketing community has reflected ongoing challenges in overcoming the COVID-19 pandemic, the latest research from the European Sponsorship Association has found. With some countries currently back in lockdown and vaccine programmes taking longer than anticipated, a regional disparity was detectable in the data but even in the UK, where vaccine rollout has been rapid, confidence dipped after the record highs of the previous survey in March. The research also found that almost half of ESA members received support from their government to retain employees during the pandemic, with just under one in five continuing to do so. The 10th edition of the ESA Sponsorship Sentiment Tracker (SST), conducted in April 2021, registered a drop in positivity about the health of the industry across all member groups except rights-holders, who felt more confident about the future of sponsorship. In the latest wave of ESA’s regular survey, confidence receded by 0.4 points to an average high of 6.7/10, having reached a record peak of 7.1/10 in March. There was an uplift in positivity among rights-holders (up 0.3 to 7.0/10), but optimism was in relatively short supply among agencies (6.8/10) and brand-side marketers (5.8/10). Confidence dipped from 7.3/10 to 6.7/10 among respondents from the UK, with a drop of 0.2 points to 6.5/10 in the rest of Europe. Brands felt particularly pessimistic, with those outside Europe bringing down the confidence amongst this group to 5.8, the lowest of all three groups. The SST has gauged the health and confidence of leading sponsorship organisations since the start of the COVID-19 pandemic, attracting almost 1,500 responses from senior industry leaders across Europe. Marketers taking part in the 10th wave of the SST also revealed the extent of their dependency on government funding in keeping industry jobs intact during the pandemic. More than 44% of respondents said their organisation had received government support to retain employees since the start of the pandemic, with 16% continuing to do so. The highest rate of dependency among member groups was agencies (53%) with 31% of brands and 44% of rights holders also supported. An average of 33% of employees were protected by the government funding, according to the survey, with three in 10 of supported organisations using the funding to retain more than 60% of their workforce. ESA Chairman, Andy Westlake, said: “The dip in confidence revealed by Wave 10 of the ESA Sponsorship Sentiment Tracker indicates that we still have some way to go before our industry can return to a ‘business as usual’ mindset. “The regional disparity in confidence across Europe, and the variations in sentiment between brands, rights holders and agencies, also serves as a timely reminder that no two experiences of this pandemic are the same. “In fact, all of the organisations that make up our member community are experiencing unique ongoing challenges as we make a collective effort to recover from the effects of COVID-19 and get our industry back on its feet. That’s why the SST is so vital and I’d like to personally thank everyone who participates in this survey for their ongoing support and collaboration.”   Source: https://sponsorship.org/confidence-in-health-of-sponsorship-industry-dips-as-vaccine-rollout-continues/...
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2021-06-02
Edmonton CFL team rebranded as Elks
The Edmonton-based Canadian Football League team has officially announced that the Elks will be its new nickname.According to the club, “Elk” was the overwhelming favorite among fans, players and coaches from a shortlist of seven names under consideration: Elk, Evergreens, Evergolds, Eclipse, Elkhounds, Eagles, and Elements.An “S” was added after a consultation with linguistics experts from the Oxford Dictionary and the University of Alberta. Elk is already a plural word.The move, which includes a new logo, comes ahead of the 2021 CFL season, which is set to start in August.“This is not the beginning. This is a new chapter in a story that began 72 years ago officially, and over 100 years ago unofficially,” said club president Chris Presson during the rebranding announcement. “Thousands have carried our torch since then, and we light it again. We build on that legacy — new name, same colours, for Edmontonians.”Last July, the team announced that some fans had become “increasingly uncomfortable” with its previous Eskimos moniker, which is considered by many a derogatory, colonial-era term for Inuits, a group of people who are indigenous to Greenland, Alaska, and Northern Canada.The club in turn undertook a comprehensive engagement process on a new name, which included research and engagement with season-ticket holders, casual ticket purchasers, and commercial partners.In the meantime, the club used the names “EE Football Team” and “Edmonton Football Team.”The widely-anticipated move took place after the team came under pressure from corporate sponsors to change their nickname. Canadian home and car insurance company Belairdirect said it would drop its sponsorship of the team unless a name change took place. Sports Book Interaction, the team’s official online casino and gaming partner, also demanded a change in the moniker, which has been in place since the team’s inception in 1949.Edmonton’s decision followed that of the National Football League’s Washington Redskins, who are now known as Washington Football Team after mounting pressure from corporate sponsors, as well as fans, investors, political leaders, and the media.“Thanks to our wonderful fans and partners across the board for their input, dialogue and debate,” Presson added. “Rebranding a team is hard. Rebranding a team with 100 years of history is even more challenging and we worked hard to meld that history with something new and meaningful.”Source: https://www.sportbusiness.com/news/edmonton-cfl-team-rebranded-as-elks/?logged_in=1...
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2021-06-01
PEGA BECOMES WORLDWIDE SUPPLIER FOR THE RYDER CUP
Global sponsorship will showcase how Pega is the right partner for the Ryder Cup, while highlighting the importance of problem solving and teamwork throughout the competitionThe Ryder Cup and Pegasystems Inc. (NASDAQ: PEGA), the software company that crushes business complexity, have announced a multiyear agreement establishing Pega as a worldwide supplier of the 43rd and 44th Ryder Cup. Pega’s sponsorship will contribute toward the distinguished experience both teams and spectators have come to expect from this event. Pega will also work with Ryder Cup broadcast partners to create online content on the value of partnerships.Established in 1983, Pega creates software that helps enterprises make better decisions and get work done. Delivering meaningful business outcomes as clients look to digitally transform, its scalable architecture and low-code/no-code platform help enable even the biggest organizations to stay streamlined, agile and ready for what's next. Ryder Cup spectators, golfers and event staff have likely already used Pega in their daily lives – including when they travel, use a credit card, call a company for service or perform other everyday tasks.“Pega is known for problem solving and delivering the right solutions to the world’s most sophisticated enterprises,” said PGA of America CEO Seth Waugh. “At its core, the Ryder Cup is about turning challenge into opportunity which makes Pega a natural fit as a partner for our next two competitions.”“We are delighted to welcome Pega to the Ryder Cup commercial family for the next two editions,” said Guy Kinnings, European Ryder Cup Director. “The Ryder Cup is all about partnerships and teamwork, and we look forward to Pega’s innovation helping us to continue to deliver a first-class service for everyone involved in the biennial contest.”“As Pega continues to push boundaries to meet our ambitious goals, we are seeking opportunities to increase awareness for our brand and the great work Pega is doing for our clients,” said Hayden Stafford, President of Global Client Engagement, Pegasystems. “Given the prestige and excitement around the Ryder Cup, it is a natural fit for Pega to sponsor, as we continue to grow our business and help the world’s leading organizations achieve breakthrough outcomes.”Pega’s sponsorship includes the 43rd Ryder Cup at Whistling Straits in Kohler, Wisconsin, from Sept. 21-26, 2021; and the 44th Ryder Cup at Marco Simone Golf and Country Club in Rome, Italy, from Sept. 26-Oct. 1, 2023....
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2021-05-31
Leicester City & FBS Announce Record New Principal Club Partnership
Leicester City has signed a new three-year agreement with the global online trading company FBS as its principal club partner. The partnership will begin with the 2021/2022 season, with the Foxes wearing the new shirts with the FBS logo for the first time in the final Premier League match against Tottenham Hotspur at King Power Stadium this Sunday 23 May.The partnership will bring together the 2015/16 Premier League champions and 2021 FA Cup winners with one of the world’s fastest-growing financial services companies.This commitment between FBS and the Club will harness the growing strength of the Leicester City story to showcase the unique capabilities of FBS to transform the way the world invests. With its name on the front of the Foxes shirt and other key media, FBS will build worldwide awareness of its technology and trading services.FBS has over 16 million customers worldwide and operates in almost all countries globally. The company’s ambition is to utilise technology to make investing into the financial markets accessible to everyone, making it the ideal fit for Leicester City, who have created a global community of fans spanning cultures and continents following their famous Premier League win in 2015/16.Susan Whelan, Chief Executive Officer for Leicester City, said: “We are tremendously proud to be beginning this partnership with FBS, one of the most exciting and dynamic global financial services companies. Establishing key partners of this scale and ambition has always been a central part of our vision for the Club, enabling us to keep investing in improvement and growth while enhancing the Club’s profile all over the world. We are looking forward to working with FBS to bring to life our vision for the partnership to the world and our global fanbase.”Yulia Ivanova, FBS Chief Executive Officer, said: “We are very excited about this partnership and the opportunity to align FBS with the incredible Leicester City story, which continues to capture the imagination of sports fans all over the world. It will significantly expand our brand positioning and it will help us market our comprehensive solutions portfolio to all customers globally. We are extremely proud to partner with Leicester City and to be part of the Club’s story in the years to come.”...
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2021-05-30
Thunder Announces New Partnership With Verizon
The Oklahoma City Thunder today announced a new partnership with Verizon, making the service provider the team’s official wireless and 5G partner. This new partnership will equip Chesapeake Energy Arena with 5G Ultra Wideband and include new virtual fan experiences through Verizon Up – Verizon’s customer loyalty program. Verizon will also become the presenting partner of the Verizon Fan Zone in the official Thunder Mobile App, providing interactive games and experiences for all Thunder fans.“Verizon is a leader in its industry, and this partnership will provide Thunder fans with new, exciting ways to connect with the team through cutting-edge technology,” said Will Syring, vice president of Corporate Partnerships for the Thunder. “We will now have new avenues to serve our fans and Verizon customers both in our home arena and on the Thunder App to bring them closer than ever to the game and our athletes.”As fans return to live events, the need to reimagine the in-arena experience and operations has accelerated and 5G technology is a critical component. With 5G Ultra Wideband, teams have the ability to create immersive fan experiences and arenas have the ability to utilize next-gen solutions to innovate public safety, access, concessions and crowd management.Through this partnership, Verizon Up customers will receive the chance to claim exclusive virtual experiences with Thunder players and exclusive Thunder swag like jerseys, autographed items, official team apparel and more. Through the Thunder Mobile App, the Verizon Fan Zone will also have interactive games and opportunities for virtual engagement with the team.The team has already rolled out some of the new, virtual experiences including an opportunity to meet with a Thunder trainer and receive a co-branded gym bag, water bottle and resistance bands for training. Most recently, fans had the opportunity to chat with Shai Gilgeous-Alexander, where he hosted a conversation to share his fashion inspiration, his passion for making a statement through clothing and his process designing his sneakers from start to finish.Source: https://www-nba-com.cdn.ampproject.org/c/s/www.nba.com/amp/thunder/corporate-news/partnership-verizon-210520...
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2021-05-30
Golf Canada teams up with Parkland Corporation and JOURNIE™ Rewards to fuel more trips to the golf course
Agreement will see Parkland Corporation become the Official Fuel and Convenience Store Partner of Golf Canada helping golfers fuel up on gas and snacks on their way to the golf courseGolf Canada and Parkland Corporation (“Parkland”) announced today a marketing partnership that will see Parkland Corporation and their JOURNIE™ Rewards loyalty program become the Official Fuel and Convenience Store Partner for the National Sport Federation.Through the partnership, Golf Canada members will be invited to join the JOURNIE™ Rewards loyalty program and collect points for fuel discounts, and the choice of free snack items and carbon credit offsets throughout the golf season.“We are proud to welcome Parkland Corporation to the golf space and look forward to working together to support their goal of driving interest in the sport and getting Canadians to the golf course” said Golf Canada Chief Commercial Officer John Sibley. “Parkland’s vast network of locations across Canada allow us to offer additional value to our members when fuelling up on gas and snack items. Filling up on the way to or from your local golf course is a regular activity for all enthusiasts and Parkland is keen on rewarding this inherent element of the golf experience.”For Parkland Corporation, aligning with the sport and engaging with Golf Canada’s community of golfers were driving factors in the partnership.“We are delighted to partner with Golf Canada and welcome golfers into JOURNIE™ Rewards, one of Canada’s leading fuel and convenience loyalty programs,” said Steve McClelland, Vice President, Loyalty Programs and Partnerships, Parkland Corp. “We are committed to helping our customers make the most of every stop with more than 1,000 participating Chevron, Ultramar, and Pioneer gas and convenience stores, including ON the RUN branded locations. We are perfectly positioned to help golfers fuel their journeys this summer and stock up with high quality food and snacks to and from the golf course. Hydration and nutrition are key factors in playing your best golf, and this partnership is a great way to help with that.”Members will be eligible to collect weekly JOURNIE™ Rewards offers via their Golf Canada App including a surprise offer after their 25th golf round of the season. In addition, throughout June and July, golf fans will have the chance to win a destination golf experience (subject to provincial health and travel restrictions) to Bear Mountain Resort in Victoria, home of two highly-regarded golf courses as well as Golf Canada’s National Training Centre....
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2021-05-28
Cleveland Cavaliers Team Up With Esports Entertainment Group to Become Official Esports Tournament Platform Provider in Multi-Year Deal
Esports Entertainment Group, Inc. (NASDAQ: GMBL) (NASDAQ: GMBLW) (or the "Company") have announced a multi-year partnership with the Cleveland Cavaliers ("Cavs") to be the NBA franchise's official esports tournament platform provider. As part of the new multi-year agreement, the Company will operate three co-branded esports tournaments annually for the Cavs utilizing its Esports Gaming League ("EGL") platform."Our EGL platform continues to gain strong traction among top-tier professional sports franchises," said Grant Johnson, CEO of Esports Entertainment Group. "We are delighted to announce the Cavs as our first NBA team partnership. Our robust tournament platform will help the Cavs strengthen connections with their fans, while providing new avenues for engagement."As a proud partner of the Cavs, Esports Entertainment Group will receive courtside LED signage at all Cavs regular season home games during the upcoming 2021-2022 season and will be the presenting partner of an annual esports themed night. Esports Entertainment Group will leverage the Cavs ongoing digital marketing efforts spanning social, email, mobile, and online channels to promote the tournaments. The partnership also includes Cavs Legion GC, the team's NBA 2K League affiliate, with brand exposure on the player's physical jerseys and virtually in-game. Cavs Legion will also host an upcoming NBA 2K tournament operated by EGL."The growing popularity of esports provides a great opportunity for our team to create deeper connections and engagement with our fans," said Matt O'Brien, Cleveland Cavaliers vice president, global corporate partnerships. "We think these tournaments will be very popular with our fans and a fun way to compete in an entertaining and social environment with gamers from across the world.""Working with the Cavs and other top teams in the NFL, NHL, and more provide a strong validation of the quality of our robust platform and its ability to meet the demanding needs of large-scale, high-profile deployments," said Magnus Leppäniemi, President of Esports at Esports Entertainment Group.EGL enables live and online events and tournaments where gamers can compete and enjoy a wide range of content relating to esports and video games on a proprietary technology platform. Services include full turnkey esports events, live broadcast production, game launches, and online branded tournaments.Source: https://www.newsfilecorp.com/release/85329/Cleveland-Cavaliers-Team-Up-With-Esports-Entertainment-Group-to-Become-Official-Esports-Tournament-Platform-Provider-in-MultiYear-Deal...
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2021-05-28
Betway Partners with FURIA
In support of Brazil’s ever-growing esports community, leading online bookmaker Betway is proud to announce their partnership with the FURIA esports organisation.Joining forces, esports enthusiasts can expect to see international cross collaborations and exciting activations across the BetwayTV platform. FURIA will also gain access to the globally recognised online betting and gaming company’s partners in Brazil and beyond.Promising fans the very best content and exciting events, the announcement further demonstrates Betway’s continued growth in the Brazilian esports scene and solidifies the company’s position as a market leader.Adam Savinson, on behalf of Esports at Betway, said: “We are proud and excited to be announcing our partnership with FURIA. Continuing our growth in the Brazilian esports market, we’re committed to providing the dedicated fans the best content and partnerships possible.”André Akkari, Co-CEO FURIA, said: “We are very proud to announce Betway as our new partner. They are a global leader in esports betting who promote safe and responsible gambling. It’s a very exciting time for both brands and we’re looking forward to working with them on some creative content campaigns for our loyal fan bases.”Source: https://blog.betway.com/esports/betway-partner-with-furia/...
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2021-05-28
Betway announce partnership with the MercedesCup
The sponsorship further demonstrates Betway’s commitment to Tennis, with partnerships including the Mutua Madrid Open, Miami Open and Estoril Open already in place.Leading online bookmaker Betway and the MercedesCup are proud to announce the three-year exclusive betting partnership of the renowned professional tennis tournament.Held at Tennis Club Weissenhof in Stuttgart, Germany, the tournament is part of the ATP250 tour series and opens the extended grass-court season. The event hosts some of the world’s greatest tennis players with past winners including Rafael Nadal, Dominic Thiem and Roger Federer.The sponsorship further demonstrates Betway’s commitment to Tennis, with partnerships including the Mutua Madrid Open, Miami Open and Estoril Open already in place. This announcement continues Betway’s commitment to supporting the biggest sporting events around the world.Anthony Werkman, Betway’s CEO said: “We are overjoyed to become the Official Betting Partner of the MercedesCup tournament.“We continue to showcase our support of Tennis around the world and we look forward to being part of such a historic event.”Edwin Weindorfer, MercedesCup Tournament Director said: “In challenging times like these, we are very happy to have agreed on a sponsoring deal for the MercedesCup with a worldwide successful company like Betway. As a global player, Betway strategically focuses on tennis. This goes to show that the sport of tennis works very well as a communication platform.“The MercedesCup takes centre stage in Betway’s international orientation – not least due to the comprehensive live TV broadcast offering, digital presence & innovation as well as the social media and fan engagement initiatives of the grass court highlight at the TC Weissenhof.”Source: https://blog-betway-com.cdn.ampproject.org/c/s/blog.betway.com/tennis/betway-announce-partnership-with-the-mercedescup/amp/...
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2021-05-28
Shavelogic Becomes Official NHL Partner in the US
Fans will receive exclusive offers on the SL5 razorRazor startup Shavelogic is setting itself up to take on the playoff beards of National Hockey League players once their clubs are eliminated from postseason play.Shavelogic is now an official NHL partner in the U.S., marking the company’s first tie-in with a professional sports league, and it will be connected to the league and its events, fans and players through the NHL’s digital, marketing and social channels.NHL fans will gain access to exclusive offers to experience Shavelogic’s SL5 razor.The Shavelogic brand will appear during marquee NHL events, including the Stanley Cup Playoffs, which are already underway, and Stanley Cup Final.NHL director of business development Max Paulsen said in a statement, “We are excited to welcome Shavelogic to the NHL family. We look forward to engaging our passionate fans, as well as new and existing Shavelogic customers, with creative activations across our media platforms and tentpole events.”Shavelogic CEO Rob Wilson added, “At Shavelogic, we think the NHL and its fans share a similar bold persona, so working together is a natural fit. This is an exciting milestone for us to partner with such a renowned organization and introduce our new shaving system to fans, players and professionals alike.”Source: https://www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/social-marketing/shavelogic-becomes-official-nhl-partner-in-the-us/amp/...
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