2021-09-15
Columbia Sportswear To Sponsor USA Curling Team
 Columbia Sportswear announced a multi-year sponsorship with USA Curling and is working with its team program, including the men’s, women’s, junior, and wheelchair national teams. Columbia has created uniforms for the USA Curling team, which they will wear on the NBC Sports Network telecast of “Curling Night In America” airing September 19. The sponsorship gives Columbia a spotlight to promote both the uniforms and its recently-released Omni-Heat Infinity technology. The USA team of more than 50 athletes and coaches will also wear the uniforms for training and in curling competitions on the NBC televised event and worldwide, including the 2022 Olympic and Paralympic Winter Games in Beijing, China. “USA Curling is an elite organization with best-in-class athletes, and we are huge fans of this growing sport,” said Joe Boyle, president, Columbia. “Columbia’s products are designed to help people pursue their passions in a variety of environments, and we can’t think of a better way to showcase our brand than in a global sport that takes place completely on ice.” In the 2018 Winter Olympics, the USA Men’s Curling team won the first gold medal for the U.S. over Sweden. “Columbia Sportswear is a highly regarded brand that immediately resonated with our athletes,” said USA Curling CEO Jeff Plush. “We could not be more excited to enter into a long-term partnership with an iconic American brand that shares our commitment to valuing people, our communities and the many stakeholders that make up our great sport.” Source: https://sgbonline.com/columbia-sportswear-to-sponsor-usa-curling-team/...
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2021-09-13
Barcelona suffer another financial blow with Rakuten set to pull plug on €30m-a-year shirt sponsorship
Japanese e-commerce giant Rakuten is to end its €30m-a-year sponsorship of Barcelona at the end of the season, according to reports.The development is another blow for the beleaguered titans of Spanish football, who are more than £1bn in debt and lost star player Lionel Messi this summer.Rakuten has been the main shirt sponsor of Barcelona since 2017, when it signed a four-year deal worth €55m per season.That deal was extended for a further 12 months until summer 2022 but on reduced terms of around €30m (£26m) a year due to the impact of Covid-19.Rakuten’s decision not to renew beyond then was reported by Japanese and Spanish media today but was expected, industry sources said.Only four months ago Rakuten and Barcelona signed an agreement giving the company exclusive merchandising rights in Japan.In July the relationship soured when a video surfaced of high-profile Barca players appearing to mock Asians while on a 2019 tour to the Far East.Rakuten president Hiroshi Mikitani demanded an explanation from the club in a public statement that accused Antoine Griezmann and Ousmane Dembele of “racist remarks”.Griezmann, who has since returned to Atletico Madrid, and Dembele apologised for the video but denied any racist intent.Barcelona were one of four clubs to opt out of a potential €2.7bn deal between Spanish football chiefs LaLiga and CVC Capital Partners.The 50-year agreement will see CVC take an 11 per cent cut of commercial income from LaLiga, save for that allotted to Barca and three other teams, whose opt-out lowered the value of the deal to €2.1bn.Source:  https://www-cityam-com.cdn.ampproject.org/c/s/www.cityam.com/barcelona-suffer-another-financial-blow-with-rakuten-set-to-pull-plug-on-e30m-a-year-shirt-sponsorship/amp/?...
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2021-09-13
Allegiant kicks off football season with Raider Nation by introducing a sleek Silver & Black aircraft
Executives from the Las Vegas Raiders and McCarran International Airport joined Allegiant (NASDAQ: ALGT) today to introduce the airline's Raiders livery aircraft – a one-of-a-kind sleek Silver & Black jet designed to capture the spirit and strength of Raider Nation. Allegiant is the Official Airline of the Las Vegas Raiders and the Naming Rights Partner for Allegiant Stadium."As die-hard fans know, 'The Autumn Wind is a Raider,'" said Scott DeAngelo, Allegiant's executive vice president and chief marketing officer. "As football season rolls in this fall, we're thrilled to have 'The Autumn Wind' bring this stunning aircraft to Las Vegas for all fans to enjoy. As Las Vegas' hometown airline, we're incredibly proud of our partnership with our hometown team. This distinctive jet brings together signature elements of both our brands, combining them to showcase our shared community pride."The one-of-a-kind livery was designed to have a strong, powerful presence in Allegiant's fleet – as the Raiders do both on the field and in the Las Vegas community. The design incorporates Allegiant's signature livery elements – flowing ribbon encircling the fuselage, prominent logo and sunburst tail – but washed in the Silver & Black recognized throughout the world as representing the Raiders. The silver metallic paint was carefully matched to the team's distinctive helmets, and the engine cowlings call out Raider Nation, symbolizing the lift an incredible international fan base gives to this legendary franchise. "We are pleased and excited to expand our partnership with Allegiant through the addition of this Raiders-branded aircraft," said Las Vegas Raiders President Dan Ventrelle. "Raider Nation and beyond is now able to travel to and from the Sports and Entertainment Capital of the World in style." The Raiders livery aircraft arrives just as football season gets underway and will undoubtedly carry fans as they travel to Las Vegas to attend games at Allegiant Stadium. Allegiant last week began offering exclusive fan travel packages, including airfare, hotel stay and tickets to Raiders home games. The packages are available in three tiers based on seat location and are sold exclusively at Allegiant.com.  Unlike most other airlines, Allegiant operates an "out-and-back" network, with exclusively nonstop flights - meaning each day's flying starts and ends at a base, rather than connecting traffic through busy hub airports. The Raiders-themed aircraft will be based in Las Vegas. It joins Allegiant's all-Airbus fleet, carrying scheduled passengers to Southern Nevada and destinations across the airline's network....
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2021-09-10
Dallas Cowboys Announce $200 Million Extension with Molson Coors
Plus: The unveiling of an all new tailgate experience outside AT&T Stadium, Miller LiteHouse featuring 'the biggest cooler in Texas.'The Dallas Cowboys and Molson Coors have announced a 10-year, $200 million partnership extension that will usher in the fourth decade for Molson Coors as the sole supplier of alcoholic beverages for the Cowboys.The announcement was made on Sept. 7 at the ribbon cutting of the new Miller LiteHouse, AT&T Stadium’s latest addition to the Cowboy fan’s experience. The 87,000 square foot outdoor property is home to two beer gardens, six bars, a 70-yard turf football field, over 60 television screens, two fantasy football walls, and the biggest walk-in beer cooler in the state of Texas. The 1,200 square foot cooler will be stocked with over 10,000 beverages consisting of Miller Lite, Vizzy Hard Seltzer, Core Hydration water, and much more. There will also be plenty of snacks including popcorn, assorted chips, pickles, fruit, and more within the cooler.It took the Cowboys and Miller Lite 18 months to plan and construct the new tailgate experience. In terms of cost, the final numbers are not in yet, but Charlotte Jones, the executive vice president and chief brand officer for the Cowboys, told D CEO, “It was a strong eight-figure deal…an investment that was definitely well worth it.”The team brought in Nashville-based Advent to help create the look of LiteHouse. The firm previously designed the $1.5 billion Ford Center at The Star in Frisco and the $58 million Comerica Center in Frisco.“It was really a collaborative effort between Advent, the Cowboys admin, Charlotte Jones leadership, and our team across most Miller Lite,” Adam Dettman, Molson Coors head of partnerships for North America, told D CEO. The LiteHouse, located just a couple hundred yards away from the west side of AT&T Stadium, is a football fan’s dream. On either side of the 70-yard turf field are two beer gardens shaded by the perfect amount of trees, furnished with wooden sit-down tables and booths, couches, metal standing tables, and bar stools at each of the six bars. Everywhere you turn there are televisions, including two Texas-sized screens beyond the west end zone. Food trucks also will be on the grounds on gamedays.When Owner, President, and General Manager Jerry Jones purchased the Dallas Cowboys in 1989, Texas Stadium was one of the few major sporting venues not to permit the sale of alcohol. “That [change] was at the top of my list,” Jones said, reminiscing on revisions he made within the Cowboys organization.It took a two-year campaign for Jones to persuade voters to approve the sale of alcoholic beverages at Cowboy games. Beer was previously reserved for establishments formally classified as “fine restaurants.” In 1991, State Sen. Bill Glasgow introduced a bill validating city ordinances to allow the sale of alcoholic beverages inside Texas Stadium. The Senate swiftly approved the bill in a 31-0 vote.This latest extension with Molson Coors is just another notch on Jones’ business belt that wraps around the burgeoning $6.5 billion sports franchise—the most valuable in the world.Molson Coors’ rights in the new deal span its entire portfolio, including Vizzy hard seltzer.The MillerLite House will debut its Cowboy gameday experience Thursday evening (Sept. 9). The property will usher in an estimated 5,000 fans to watch the road matchup between the Cowboys and Tampa Bay Buccaneers.The main attraction might be the game on the 60-plus screens, but what has the Cowboys and Miller Lite most excited is that Texas-sized cooler.“There have been many times I’ve been drinking beer and wanted to see what it might feel like to be in [an] ice-cold cooler,” Jones said. “And now, all of a sudden, we’ve got it here.”Source: https://www.dmagazine.com/business-economy/2021/09/dallas-cowboys-announce-200-million-extension-with-molson-coors/...
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2021-09-10
Bojangles Welcomes Charlotte FC to its Hometown with Major Partnership Deal
Brand Signs Multi-Year Agreement as Official Tailgate Home of MLS Club Charlotte FC and Bojangles announced today a multi-year partnership agreement, cementing the Charlotte-based restaurant brand famous for its Southern recipes as the Official Tailgate Partner and Tailgate Headquarters of the Queen City’s new Major League Soccer club.  “We’re so excited to have our very own MLS team to root for, and we’re thrilled to personally welcome Charlotte FC to our hometown,” said Jackie Woodward, Bojangles’ chief brand and marketing officer. “No one knows tailgating like Bojangles, so we hope fans will spend their gamedays with us as we create new traditions together both on and off the field!” Along with the official tailgate designation, Bojangles has made a significant commitment to the club’s community engagement efforts, which include partnering with Charlotte FC on the construction of a mini-pitch at a to-be-determined location in the Carolinas and supporting the club’s afterschool soccer programming with a focus on literacy.   The partnership also provides Bojangles with additional activation and promotional opportunities, including a new Bojangles section in the stadium. The Southern chain will carry on its popular “Bring Me Bojangles” in-stadium promotion that delivers its famous chicken and biscuits to one lucky fan at each Charlotte FC match, beginning with the team’s inaugural season in 2022. Bojangles will also serve as the entitlement sponsor for one of the matches during each season of the deal, which includes activations on site and fan giveaways.   “Adding Bojangles to Charlotte FC’s roster of partners enables our club to work with a brand that will truly engage fans at the stadium and in the community,” said Nick Kelly, President of Charlotte FC. “We’re very excited to have an enthusiastic hometown company on board before our inaugural match in 2022. Together we can continue making meaningful connections with new and existing soccer fans across North and South Carolina.” The fan-favorite restaurant and new home of Charlotte soccer hosted an announcement event at the Bojangles on 1402 West Trade St., Charlotte, where they officially kicked off their partnership alongside key stakeholders from both organizations. Bojangles CEO Jose Armario and CMO Jackie Woodward gathered with Charlotte FC President Nick Kelly and Tepper Sports & Entertainment President Tom Glick to make the announcement. To celebrate, Bojangles will be giving out co-branded Bojangles and Charlotte FC soccer scarves at the West Trade St. location with the purchase of its Family Meal while supplies last.  Bojangles has also renewed its longstanding relationship with the Carolina Panthers and will work with Tepper Sports & Entertainment to engage with both organizations year-round as tailgating in Charlotte is crucial to bring fans closer to the game. ...
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2021-09-09
Jets Announce Multi-Year Partnership with Fubo Sportsbook
First NFL team partnership for forthcoming Fubo Sportsbook includes new Fubo Sportsbook Lounge at MetLife Stadium for Jets gamesThe New York Jets today announced a multi-year partnership with Fubo Sportsbook, the comprehensive sports entertainment and wagering experience expected to launch in the fourth quarter 2021 (subject to all applicable regulatory approvals), to become an Official Sports Betting partner of the club. This agreement marks Fubo Sportsbook's first sponsorship of a professional sports team. The partnership centers around the creation of the Fubo Sportsbook Lounge at MetLife Stadium for Jets home games, set to debut during the 2021-22 NFL season, and will be the first authorized, mobile sports betting lounge in the stadium. In addition, Fubo Sportsbook will become the presenting partner of the Jets Mobile App and is the team's first legal sports betting (LSB) partner to leverage the Jets' new advertising data partnership with Sportradar."This partnership with Fubo Sportsbook is another major step for the New York Jets in our journey to prioritize engagement with our fan base, including the enhancement of their overall stadium experience on game day," said Jeff Fernandez, Jets Vice President, Business Development + Ventures. "With Fubo Sportsbook, Jets fans will be treated to their innovative mobile viewing and wagering platform, which will be brought to life at the dynamic new Fubo Sportsbook Lounge."At approximately 7,000 sq. ft., the Fubo Sportsbook Lounge will be open to the public for guests 21 and over and will offer Jets fans the opportunity to enjoy the look and feel of a casino-style sportsbook with betting odds integration, as well as incentives and special bonus offers provided by Fubo Sportsbook. Additionally, fans will be able to watch every game from around the NFL in the Lounge and conduct live mobile wagering via the Fubo Sportsbook app all while enjoying an incredible view of the Jets action on the field from the Lounge's outdoor patio."The New York Jets are a leading sports organization with a strong base of enthusiastic and loyal fans and we strongly believe in the future success of the team. We are excited to be their partner in offering this community a truly unique sports betting and entertainment experience. The Fubo Sportsbook is designed to meet the increased demand for interactivity by integrating real-time sports streaming with personalized wagering experiences," said Scott Butera, president of Fubo Gaming. "The Fubo Sportsbook will also have the ability to leverage first-party data to understand viewing preferences and provide relevant bet recommendations."Jets Mobile App users will receive access to special Fubo Sportsbook offers as well as game day incentives tied to the Lounge. Fubo Sportsbook customers will also be rewarded with access to unique hospitality including VIP pregame sideline experiences. In addition, Fubo Sportsbook intends to utilize the new programmatic ad network created for the Jets utilizing Sportradar's programmatic activation platform....
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2021-09-09
Weber Barbecues Score Naming Rights To WBBL
Cricket Australia’s Women’s Big Bash League (WBBL) has announced a new naming rights partnership with Weber Barbecues.Starting this season, the League will now be known as the Weber WBBL, aiming to create a new era of innovation for the world’s leading cricket competition for women.Weber will also become a supplier of the KFC Big Bash League.Cricket Australia CEO, Nick Hockley, said: “We’re delighted to welcome Weber as naming rights partner of the Women’s Big Bash League and the latest addition to our stable of valued partners across Australian cricket.“As the League enters its seventh season, we’re thrilled to be working with Weber as we continue advancing cricket as a leading sport for women and girls,” he said.“Weber has a proud history of challenging the norm in family entertainment, and we look forward to combining our shared visions for Weber WBBL|07 and beyond.Cricket Australia General Manager of Big Bash Leagues, Alistair Dobson, added: “Since the 1950s, Weber has been changing the culture of barbecuing through its innovative, aspirational approach to family entertainment,” he said.“Much like the League, Weber has harnessed an iconic element of Australian culture and applied its own touch.“Now both occupy their own place in an Australian summer – the WBBL in its standalone October-November window, and a Weber in every backyard.“We thank Weber for their support of the League and look forward to seeing their brand adorn the broadcast, venues and club playing uniforms throughout Weber WBBL|07.Weber Barbecues Managing Director, Michael McDonald, said: “We are delighted to be signing on as a key partner with the WBBL.“Barbecuing and cricket have long been a part of the fabric of the Australian Summer, and so this partnership is a great, natural fit,” he said.“We believe that getting involved in barbecuing, like playing cricket, should be inclusive of everyone and we are very proud to be able to support the growth of women’s cricket in Australia.Weber, the League and cricket Australia’s clubs will work together to continue challenging the perceptions of the role of women and men, both in sport and at home.A new Finals format has also been introduced for Weber WBBL|07, providing more significant rewards for the top-placed team.“The new Weber WBBL|07 Finals format adds more incentive than ever to finishing on top of the table after the 56-game regular season,” Mr Dobson said.“Not only will teams have a guaranteed path to The Final, they’ll also have the backing of a strong home crowd, with fans given more time to secure their ticket to the Final.“The League views The Final as a marquee moment in the summer of Big Bash and we look forward to creating an unmissable event to cap the Webber WBBL|07 season.Source: https://ministryofsport.com.au/weber-barbecues-score-naming-rights-to-wbbl/cric...
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2021-09-08
With new TV deal, brands see value in women's league deals
England's Women's Super League (WSL) kicks off its new season this weekend and, with a major new broadcast deal and a host of international players, there are a series of new sponsorships as brands look to get in on the growth of the women's game.The new three-year broadcast deal, reported to be worth eight million pounds ($11.07 million) per season, will see WSL games broadcast live on subscription platform Sky Sports and by the free-to-air BBC, which the league hopes will boost ratings and the popularity of the WSL, whose title sponsor is Barclays.Sky Sports say they will give the WSL "the full treatment" with their trademark analysis, promotion and programming around the games, while the BBC offer the chance to access the large audience of fans without sports subscription packages.In the past WSL teams were usually 'add ons' to the main sponsorship deals for men's teams but in recent weeks WSL clubs have announced a raft of commercial deals tailored to the women's teams.The same trend has been seen in the divisions below the WSL though, indicating that the growing commercial appeal of women's football is broader than just the top level."There is no question that we have seen an uplift in commercial interest in women’s football - in our leagues and competitions, at club level and across the women’s game in general," Kelly Simmons, the Football Association's (FA) Director of the Women's Professional Game, told Reuters."Brands are increasingly seeing women’s sport, and the associated audiences, as an opportunity and platform to help deliver against business objectives," she added.NEW PARTNERSWSL teams are not just selling their own shirt sponsorships but have sleeve deals and a range of partners for specific sectors.This week Herbalife became the official 'nutrition partner' of Tottenham Hotspur's team and Everton announced a partnership with the Football Manager video game.Chris Cook, co-founder of football marketing company Future Sports Marketing (FSM), says the television deal was central to the new interest.“Viewing figures are estimated to explode by around 300% and consequently we’ve seen a rapid increase in the number of brands who are keen to explore commercial opportunities in the women’s game," he said.Cook noted that in the past companies may have viewed women's soccer as a worthy cause to support but they now view it as a business opportunity."Many of these brands might have previously viewed investing in women’s football as a CSR (corporate social responsibility)initiative but the TV broadcast deal has caused a major shift and they're now seeing it as a mainstream sport in its own right with audiences to match," he said.FSM helped broker deals between Restaurant chain Fridays, previously known as TGI Fridays, and five clubs at varying levels - Everton, Birmingham City, Southampton, Glasgow Rangers and Hashtag United.Friday's Chief Marketing Officer Dan Staples said the company felt that women's football allowed them to reach a specific target audience."Following a review of several strategic approaches to identify greatest exposure and opportunity, we decided on women’s football due to a recognisable growth trajectory... it felt like the perfect time" he said.FINANCIAL ATTRACTIONWhile the reach to a female demographic is an obvious appeal, women's clubs have other attractions to brands."If you look at the crowds at women’s football games you also see a lot of families and an opportunity for brands to appeal to them," said Beth Clarkson, women’s football governance expert at the University of Portsmouth."It is also financially attractive - brands can become a title sponsor of a domestic competition at a fraction of the cost of becoming a named partner of a professional men’s club where their logo could become lost among many others," she added.While the television audience should receive a boost, the WSL still faces a challenge in increasing matchday revenue from ticket sales, hospitality and merchandising."Spectatorship has certainly not risen at the same pace as sponsorship and broadcasting, there is no escaping that. Matchday revenue is not the biggest income stream in women’s football," said Clarkson, who believes the WSL could experiment more with holding double-header matches with men's teams.In the meantime, the companies getting involved with the women's game believe they can secure much more than a name on a shirt."Through delivering everything from TV facing assets, digital activation, match experiences, memorabilia and unrivalled player access, we can bring that emotion associated with our brand to traditional and new audiences whilst significantly tying in our values of equality, diversity & inclusion," said Friday's Staples.Source: https://www.reuters.com/lifestyle/sports/with-new-tv-deal-brands-see-value-womens-league-deals-2021-09-03/...
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2021-09-08
NFL to teams: No cryptocurrency, NFT deals for now as league eyes digital market
The NFL informed teams last month they could not, for now, sell sponsorships to cryptocurrency trading firms, multiple club sources said. Teams also cannot sell non-fungible tokens (NFTs) as the league develops a strategy in the hot and cold market for sports digital trading cards and art.Other leagues have opened the floodgates for digital assets, but the NFL is notoriously cautious with new commercial categories, going slowly, for example, with gambling and alcohol before relaxing its restrictions. In the case of cryptocurrency, the league will only, for the moment, allow teams to align with companies that are a step removed from the trading, the asset managers that sell funds to track the digital currency markets.“Clubs are prohibited from selling, or otherwise allowing within club controlled media, advertisements for specific cryptocurrencies, initial coin offerings, other cryptocurrency sales or any other media category as it relates to blockchain, digital asset or as blockchain company, except as outlined in this policy,” according to the new guidelines, as read by a team official, who requested anonymity. A blockchain is a digital ledger whose technology powers crypto and NFT sales.The restrictions would appear to exclude some of the principal players in crypto, like FTX, a digital currency exchange endorsed by Tom Brady that has been on a bit of a sports deal binge, including finalizing a 19-year, $135 million naming rights agreement for the Miami Heat’s arena and a 10-year, $210 million agreement to switch the name of esports organization Team SoloMid to TSM FTX. The NFL is also ruling out, for the time being, team NFTs. The NBA has had great success with NBA Top Shot, its vault of NFTs, which are digital highlights marketed as unique to the buyer. NBA Top Shot is operated through the league, and not by teams. What the policy does allow, the team official said, is sponsorships with “companies whose primary business is providing investment advisory and or fund management services in connection with cryptocurrency, provided that such advertising sponsorship rights are limited to promoting the company's corporate brands.”Source: https://theathletic.com/news/nfl-to-teams-no-cryptocurrency-nft-deals-for-now-as-league-eyes-digital-market/b7nvKUIXbDSf...
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2021-09-07
AGF Announces Multi-Year Partnership with Indspire to Create the AGF Scholarship Fund for Indigenous Students
AGF Management Limited (AGF) today is pleased to announce a multi-year partnership for the creation of a scholarship program with Indspire, a national Indigenous organization that invests in the education of Indigenous people, enabling their success through financial awards, resources and role models.“At AGF, diversity and inclusion has been a long-standing pillar of our social responsibility commitment,” said Judy Goldring, President & Head of Global Distribution, AGF. “Through our Employee Diversity and Inclusion Survey, more than 20% of employees indicated that AGF should prioritize sponsorship-based programs when it comes to our diversity and inclusion efforts and as a result, we are deepening our commitment and partnering with Indspire.”As students across Canada prepare for back to school, AGF is introducing, through Indspire’s Building Brighter Futures program, the AGF Scholarship Fund for Indigenous Students – an investment that will create four scholarships annually for Indigenous students who are entering a Business program at a Canadian accredited college or university.Reducing the financial barriers for education will not only provide Indigenous students with an opportunity to reach their full potential and gain employment, but also have a ripple effect benefiting their family, their community and future generations. The new scholarship is now available to applicants.“We are pleased to be working in partnership with AGF on this important initiative,” said Mike DeGagné, President & CEO of Indspire. “These new scholarships will create key avenues for First Nations, Inuit, and Métis students to fulfil their business-related aspirations in tangible, meaningful ways.”Indspire is the largest funder of Indigenous education outside the federal government, providing $16 million+ annually to 5,500 First Nations, Inuit and Métis students nationwide. To date, Indspire has awarded over $132 million through more than 42,500 scholarships and bursaries with more than 70% of employed Indspire grads returning to their communities to serve as educators, lawyers, healthcare professionals and engineers.“This partnership is part of AGF’s multi-year plan to accelerate our diversity and inclusion initiatives and engage with organizations that champion social issues and create a positive impact within our communities,” added Goldring.Source: https://stockhouse.com/news/press-releases/2021/09/01/agf-announces-multi-year-partnership-with-indspire-to-create-the-agf-scholarship...
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