2022-06-17
AB InBev ends 33-year Super Bowl alcohol ad monopoly
Anheuser-Busch InBev will no longer have alcohol advertising exclusivity during the Super Bowl, ending a 33-year monopoly over advertising’s most prized destination viewing event, according to Adweek.AB InBev will still run advertisements during the big game and remains the official beer and hard seltzer sponsor of the league. The development comes a year after Diageo announced it would become the first-ever official spirits sponsor of the NFL.A string of brands, including PepsiCo and Pizza Hut, have recently reevaluted their relationship with the league. Additionally, AB InBeV recently cut ties with the controversy-plagued Washington Commanders.Since 1989, AB InBev has had an iron grip on Super Bowl alcohol advertising. No other exclusivity pacts of this kind exist within the NFL, making the marketer’s move to relinquish its position a potential game-changer for the alcohol category.Even as cord-cutting accelerates, pro football’s championship game has remained a prime opportunity for advertisers. Super Bowl LVI in February pulled in an estimated 112.3 million viewers and commanded up to $7 million per 30-second spot. Eighty-five percent of Super Bowl viewers were interested in the ads and 51% reported they were likely to look up ads they saw during the game afterward. AB InBev for its part advertised six brands across four minutes of air time this year.Locked out of Super Bowl advertising, rivals such as Molson Coors have constantly sought ways to innovate around the big game. During Super Bowl LVI, Miller Lite hosted a metaverse bar where it aired its own Super Bowl commercial. AB InBev forgoing exclusivity means that Molson Coors, Heineken and others can once again get in on the hype.Despite the news, AB InBev has taken steps to strengthen its relationship with NFL, including launching a recycling program and developing a stronger presence during the off-season. Bud Light was the official presenting sponsor of the 2022 NFL draft and will be the official sponsor of all NFL celebrations, such as touchdown dances. The brewery also recently extended its partnership with the NFL for another five years.The past few weeks have seen a number of brands reevaluate their relationship with the NFL. After a decade of sponsorship, Pepsi said it will no longer host the Super Bowl Halftime Show. However, parent PepsiCo renewed its larger partnership with the league and said it would develop a new Gatorade product that will be available to players in 2022 and consumers in 2023. Pizza Hut, owned by Yum Brands, has been the official pizza sponsor of the NFL since 2018. However, its relationship with the league is winding down, with Little Caesars set to take on the mantle.Brand sponsorships are not the only thing changing for the NFL this season. Amazon Prime will become the exclusive home of Thursday Night Football starting in September. The 11-year deal marks the increasing importance of streaming services. The NFL (and live sports in general) have long been one of traditional TV’s last holdouts. However, that is poised to change as Amazon wades into the live sports waters....
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2022-06-16
Overactive Media And TD Bank Group Expand Sponsorship With Multi-Year, Multi-Million Dollar Agreement
OverActive Media, a global sports, media and entertainment company for today’s generation of fans, announced the renewal and expansion of their agreement with TD Bank Group (“TD”) for an additional five years of sponsorship. ​TD is the Official Bank of OverActive and OverActive's two Canadian professional esports teams – Toronto Ultra and Toronto Defiant – and has been collaborating with the Company in the gaming space for over two years. The sponsorship extension helps to unlock meaningful ways to engage and connect with customers and esports fans.“We’re extremely excited to extend our relationship with TD. The long-term commitment to our business and the expanded scope of the sponsorship will help us to collectively elevate and deliver unique fan experiences across our Toronto teams in the coming years,” said Tyler Keenan, Senior Vice-President, Partnerships & Revenue, OverActive Media. “Together, we see a path to continuing to build fandom and community amongst passionate esports fans across Canada.”The expanded sponsorship agreement between OverActive and TD addresses the following elements for 2022:Activation at both the Toronto Ultra Major III Tournament which took place from June 2 to 5, 2022 and the Toronto Defiant Summer Showdown scheduled for September 8 to 11, 2022.A remodel of the TD Player Lounge at OverActive’s headquarters to provide an elevated experience for the Toronto Ultra and Toronto Defiant – in addition to the esports community at fan-facing events hosted at OverActive’s facility.The return of Toronto Defiant’s Fan Appreciation Weekend in August, which provides an opportunity to thank the team’s dedicated fanbase with a watch party hosted at the TD Player Lounge where Toronto Defiant will face off against the Vancouver Titans. ​The launch of Canadian Overwatch Fest in collaboration with Toronto Defiant, a fan-centric weekend that celebrates the importance and diversity of the Overwatch community in Canada.Integration into Toronto Ultra and Toronto Defiant matches on the global Call of Duty and Overwatch League YouTube broadcasts, the creation of custom content and product placement opportunities."TD is proud to work together again with OverActive to help build on the momentum across esports and to help amplify the fan experience for the Toronto Ultra and Toronto Defiant," said Michael Armstrong, Vice-President, Brand & Corporate Sponsorships, TD. "We look forward to continuing to engage with fans and customers in the gaming community and helping to sustain a sense of connectedness across esports platforms for the next generation of gamers."This multi-year agreement coincides with the continued growth of esports and the gaming ecosystem as a whole. According to game data firm Newzoo’s “Global Esports and Live Streaming Market Report 2022,” gaming’s livestream audience hit more than 810 million in 2021 and is expected to grow to 1.41 billion by 2025. The same report also estimates that there are 261.2 million fans who tune into an esports event at least once a month.11 Newzoo: Esports revenues will hit $1.38B in 2022 (sportsbusinessjournal.com)...
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2022-06-16
OLG’s PROLINE becomes first official MLB sportsbook in Ontario
Ontario Lottery and Gaming Corporation (OLG) and Major League Baseball (MLB) have announced a multi-year partnership that makes OLG's PROLINE sportsbook product an official sports betting partner of the MLB -- the League's first sports betting partnership in Ontario.OLG now becomes an official MLB partner for sports betting through its PROLINE+ online offering and PROLINE at retail outlets, available at nearly 10,000 lottery outlets across Ontario.The deal provides OLG with distribution rights to the League's official logos and cross-promotion across MLB digital and social channels. "Teaming up with a world-class organization like the MLB enables OLG to create exciting, one-of-a-kind interactive experiences for baseball fans at the game and on PROLINE+," says Dave Pridmore, OLG's Chief Digital and Strategy Officer. "The true value of this partnership for OLG is the way it will bring PROLINE customers even closer to the game they love in ways they've never experienced before." "As we continue exploring additional avenues to engage our fans around the world through sports betting, we need to find creative, knowledgeable partners in their respective regions," said Kenny Gersh, MLB Executive Vice President, Business Development. "With OLG, we have a trusted partner in Ontario with a vision to help us grow."OLG & MLB Partnership details:Unique variety of engaging baseball content across digital platforms through PROLINE+.OLG distribution rights to the League's official logos and cross-promotion across MLB digital and social channels.Free-to-play digital games being introduced throughout the entire baseball season.OLG has created a globally recognized responsible gambling program -- PlaySmart -- that features a range of online player tools and educational materials enabling players to engage in positive play customized to their preferences and needs.  This partnership is also consistent with the MLB's own comprehensive responsible gambling measures that aim to protect the integrity of the game both on and off the field....
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2022-06-16
Caterpillar and the National Hockey League Announce Multiyear Global Sponsorship
Caterpillar Inc. and the National Hockey League (NHL®) today announced a multiyear global sponsorship naming Caterpillar the Official Heavy Equipment and Industrial Power Sponsor of the NHL. Launching this fall at the start of the 2022-23 NHL regular season, the sponsorship will focus on recognizing the people who manufacture, sell and operate Cat® products and services.“Caterpillar and the National Hockey League both represent committed and passionate doers who work hard as part of a team to accomplish a goal,” said Yvette Morrison, global head of marketing and brand for Caterpillar. “We will use this sponsorship to engage with customers and employees providing them with an enjoyable experience.”As part of the sponsorship, Caterpillar and its dealers may identify opportunities to assist the NHL by providing behind-the-scenes products and services to support NHL games and special events.“We are excited to welcome Caterpillar to the NHL family to engage our passionate fans and Caterpillar’s customers around the globe,” said Max Paulsen, NHL Senior Director, Business Development. “Caterpillar is one of the top brands in the world and aligns with the many attributes our great sport embodies. We look forward to creating compelling and unique initiatives that will delight new and existing fans while providing Caterpillar extensive brand visibility at our tentpole events and across NHL media platforms.”   The NHL will collaborate with Caterpillar to incorporate Cat products into NHL events by highlighting the company’s heavy equipment machines and industrial power generators with TV-visible signage and in-arena branding at the League’s marquee events including NHL® All-Star Weekend, NHL Stadium Series™ and NHL Winter Classic®. The NHL will also work with the company to promote hockey in local communities through Caterpillar’s network of dealers....
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2022-06-14
Little Caesars Is The New Official Pizza Sponsor Of The NFL
​Fastest-Growing Pizza Chain Enters High-ProfilePartnership with National Football LeagueLittle Caesars, the third largest pizza chain in the world and home of the famous HOT-N-READY® pizza, and the NFL today announced a multi-year partnership that names Little Caesars as the Official Pizza Sponsor of the National Football League.  As one of Little Caesars highest-profile partnerships to date, the collaboration will continue to build on Little Caesars momentum of incredible growth over the past several years.Eating delicious pizza and cheering on the home team combine to make the perfect weekend social activity, and Little Caesars plans to be a special part of those game-time meal occasions.  The brand, which revolutionized the pizza industry with HOT-N-READY pizzas for convenient pickup and launched the pizza industry's lowest priced delivery at the 2020 Super Bowl, is a perfect match for the over 100 million NFL fans who regularly watch football games and want their gametime meals quickly and easily -- whether they choose delivery, exclusive Pizza Portal® pickup, or carry-out.  Little Caesars is known for unique product offerings and promotions like the Pretzel Pizza, Detroit-Style Deep Dish Pizza, the Batman Calzony, and now offers 33% more pepperoni on its Classic pizza."We're thrilled to welcome Little Caesars to the NFL family," said Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships.  "With a focus on quality and convenience, Little Caesars offers unmatched value for our fans, and we look forward to working together to positively impact communities across the United States."The deal comes about a month before the start of team training camps, the annual unofficial kickoff of the NFL season. The agreement will offer Little Caesars a set of exclusive marketing rights designed to connect the pizza brand with the NFL, its events, and fans. Exciting new components like social media games, new products, new packaging, and unique promotions will be revealed before the start of the 2022 season and continue throughout the course of the sponsorship."This partnership aims to enhance the fun of game day by bringing the quality and convenience Little Caesars is known for to NFL fans across the country," said Dave Scrivano, president and CEO of Little Caesars, "And because we're the value leader in the pizza industry, hungry fans can enjoy weekly gametime meals at a very affordable price during a time when food prices are on the rise."Both organizations have a long history of giving back to the community, and the partnership also includes a charitable giving component.  The Little Caesars Love Kitchen®, a big rig pizza kitchen on wheels, will visit key NFL event cities throughout the year.  The Little Caesars Love Kitchen has been serving the homeless and hungry since 1985 and has served nearly 4 million people in North America.  Little Caesars will partner with the NFL to bring this already highly impactful charitable giving program to key National Football League event cities and provide ongoing post-event community support, including around the 2024 NFL Draft which will take place in Detroit, where Little Caesars is headquartered....
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2022-06-14
Flow Beverage Corp. to Become Official Water of Norwegian Cruise Line
Flow Beverage Corp. today announced that it has signed an agreement with Norwegian Cruise Line (“NCL”) for Flow Alkaline Spring Water to become NCL’s official water. NCL is a leading global cruise line operating a fleet of 28 ships under the Norwegian Cruise Line, Oceania Cruises and Regent Seven Seas Cruises brands.Flow’s CEO, Nicholas Reichenbach, said, “We are delighted to be partnering with a world class organization like NCL. Increasing our presence in the food service sector is one of the key growth pillars we identified in our strategic framework.”Additional details on the product launch between Flow and NCL will be made by way of joint announcement in the coming weeks....
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2022-06-13
Simone Giertz and Adam Grant to Keynote InstructureCon 2022 Virtual Conference
Thousands gather each year to fuel up on the latest edtech knowledge during dozens of sessions from fellow educators and inspiring thinkersSALT LAKE CITY, June 13, 2022 /CNW/ -- Instructure, the maker of Canvas, today announced the lineup for its annual conference, InstructureCon 2022. What began nearly a decade ago as an intimate meeting of just a handful of early adopter customers has grown into one of the most eagerly awaited education technology and digital learning conferences. Today, the conference attracts thousands of attendees all sharing useful solutions, and edtech insights. This year's virtual event will take place on Thursday, July 14th for customers in North America. Regional InstructureCons will take place later in the year for EMEA, APAC, and LATAM regions. The free professional learning event for educators and edtech users features keynotes Simone Giertz and Adam Grant. Instructure partners presenting include AWS, Microsoft, Zoom and Google. To register, visit www.instructure.com/events/instructurecon. "InstructureCon is an opportunity to come together and recognize the phenomenal dedication and innovation educators demonstrated over these past couple of years," said Melissa Loble, Chief Customer Experience Officer at Instructure. "Teachers everywhere faced unparalleled challenges last year and developed entirely new and exciting classroom solutions to tackle the shifting ways students are learning. Community is at the heart of our company, and it's how we continue to build the Instructure Learning Platform. We welcome this moment of camaraderie, celebration and discovery with thousands of fellow education enthusiasts."Over 15,000 participants attended last year's event, with inspiring presentations by will.i.am, Angela Duckworth, Dr. Knatokie Ford, and Lauren Bush Lauren. Keynote speakers from previous years have included inspiring innovators and thought leaders like LeVar Burton, Malcolm Gladwell, Bettina Love and Dan Heath. This year's event will once again be held online to protect the safety of the thousands of educators and school professionals in attendance but our speakers are just as fantastic and will focus heavily on the things educators care the most about: resilience and invested learners.Featured speakers include:Simone Giertz is a STEM icon, Swedish inventor, brain-tumor survivor, robotics enthusiast, TV host, professional YouTuber, and passion provoking educator. Her TED talk, "Why you should make useless things," has encouraged kids and adults worldwide to ask questions through creation and to be curious. Ms. Giertz will share her unique perspective into the importance of STEM education and how educators and students can ask and answer questions through the process of creation.Adam Grant is one of the most profound public speakers of our time. A celebrated author and educator, Mr. Grant deeply understands the emotional journey of educators and speaks powerfully to the triumphs and tragedies of this path. As an organizational psychologist, bestselling author and professor at Wharton, he explores the science of motivation, generosity, original thinking and rethinking. Grant is recognized as one of the world's 10 most influential management thinkers, and Fortune's 40 under 40.To make the experience even more engaging and make interactions easier, Instructure will offer a centralized conference platform which offers new engagement opportunities and attendees can do everything from watching keynotes to chatting with colleagues.Attendees will also hear from Instructure executives and education experts including CEO Steve Daly who will speak about how to navigate new challenges through collaboration and community, and how to embrace the journey of change. Chief Strategy Officer Mitch Benson will discuss scaling the mountaintops of new technology, including Instructure's continued commitment to openness and the future of education. Chief Customer Experience Officer Melissa Loble will discuss the myriad challenges of being an educator in today's post-pandemic climate and highlight how teachers have blazed new trails with innovative real-life approaches to learning.Over thirty Instructure partners will host virtual booths for attendees to stop by and learn more about their tools and services. Attendees can video chat with partner representatives, and engage with them throughout the day . Platinum and gold sponsors from Blindside Networks, Cidi Labs and InSpace, will offer breakout sessions throughout the conference.ABOUT INSTRUCTURE Instructure (NYSE: INST) is an education technology company dedicated to elevating student success, amplifying the power of teaching, and inspiring everyone to learn together. Today the Instructure Learning Platform supports tens of millions of educators and learners around the world. Learn more at www.instructure.com.CONTACT: Brian Watkins Corporate Communications Instructure 801-610-9722 brian.watkins@instructure.com View original content to download multimedia:https://www.prnewswire.com/news-releases/simone-giertz-and-adam-grant-to-keynote-instructurecon-2022-virtual-conference-301566299.htmlSOURCE Instructure, Inc....
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2022-06-13
Cashmere and Purex brands proud national sponsors of the Gutsy Walk
Our Cashmere and Purex brands have been proud national sponsors of the Gutsy Walk for the past 10 years. Last weekend, Kruger Products employees were pleased to participate (in-person once again!) in support of Crohn’s and Colitis...
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2022-06-13
With a Focus on Summer Travel VIA Rail Announces a new Partnership with Tennis Canada for Toronto and Montreal Tournaments
VIA Rail Canada (VIA Rail) is proud to announce a new partnership with Tennis Canada just as we are about to resume almost all of our frequencies across the country. As an official partner with Tennis Canada for the National Bank Open presented by Rogers, in both Montreal and Toronto, VIA Rail will also be the associate sponsor of family weekends in Montreal August 5-7, 2022, and in Toronto August 6-7, 2022.“Joining with Tennis Canada to spread pride in our Canadian tennis players who are representing us on the world stage is a perfect example of what this summer is about: starting to do what we love again, like travelling and sharing valuable moments with loved ones, “ said Michael Acosta, Senior Director, Commercial Affairs. “And with more frequencies resuming in time for summer, there is definitely no better way to get to Toronto and Montreal to support our Canadian tennis players than by train.”“We are very excited to welcome Via Rail as an official partner of the National Bank Open,” said Anne Belliveau, Tennis Canada Senior Vice-President & Chief Marketing Officer. “Our two events in Montreal and Toronto have always shared a strong connection and the arrival of Via Rail, with its many trains travelling between the two cities, reinforces that bond.”These Association of Tennis Professionals (ATP) and Women’s Tennis Association (WTA) Tour events in Montreal and Toronto are among the most popular in the word for both spectators and players, and as an official partner, VIA Rail is also thrilled to be providing activities for family days.VIA Rail’s iconic mini trains will be the highlight of family weekends in both Montreal and Toronto, and the timing could not be better as children aged 2-11 travel for $20* in Economy class between May 31 to October 1 *.Top players at the men’s tournament in Montreal August 5-14 include five-time champion Rafael Nadal, and Canadian superstars Felix Auger-Aliassime and Denis Shapovalov. On the women’s side in Toronto August 6-14, three-time champion Serena Williams will face off against the top players including Canadians Bianca Andreescu, the 2019 champion and Leylah Annie Fernandez who shot to fame in 2021 at the finals of the U.S. open....
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2022-06-13
Bryson DeChambeau becomes latest golfer to lose sponsor after joining LIV Golf
Joining LIV Golf has been a major financial boon (and moral quandary) for multiple golfers, but making the big leap has come with some costs as well.Bryson DeChambeau, who joined LIV Golf earlier this week for a reported $100 million, was publicly dropped by sponsor Rocket Mortgage on Friday, according to The Detroit News. The company cited its relationship with the PGA Tour, which holds the annual Rocket Mortgage Classic in Detroit, in cutting ties with DeChambeau.The statement, via Detroit News:"Rocket Mortgage has been a long-time supporter of the PGA Tour, both through our role as an official partner and as a tournament host. The Rocket Mortgage Classic has quickly become a fixture on the Tour, with players coming to Detroit to compete, while also raising crucial funds to help bridge the digital divide in our city. Our partnership with the PGA Tour extends to several prominent golfers, including Bryson DeChambeau, as ambassadors of the Rocket Mortgage brand. As has been widely reported, Bryson elected to join the LIV Golf Series."This is far from the first time a sponsor has dropped golfers almost immediately after they joined the Saudi Arabia-backed tour.Dustin Johnson, LIV Golf's biggest get, and Graeme McDowell were dropped by the Royal Bank of Canada after joining LIV Golf. Like Rocket Mortgage, RBC sponsors the PGA Tour's RBC Canadian Open, which is seeing competition this weekend from LIV Golf's opening event in London.Lee Westwood lost a sponsorship going back 14 years when UPS cut him loose and, of course, just about every sponsor in sight ran away from Phil Mickelson when he said why he was willing to overlook Saudi Arabia's human rights abuses to leverage more money from the PGA Tour.All of this has been fairly predictable, as companies were naturally going to side with the golf tour with which they are actively doing business. It's another cost of doing business for players who are still receiving far more money than they will lose from the sponsorships.Source: https://www.aol.com/news/bryson-dechambeau-becomes-latest-golfer-010817558.html...
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