2021-04-23
Craft Sportswear To Sponsor Tough Mudder
 Tough Mudder said Craft Sportswear has entered into a multi-year global partnership to become the “Official Performance Apparel and Footwear” of the series. Previously, Merrell was the footwear sponsor and Alanic was the apparel partner. Craft will collaborate with the race organizers on Tough Mudder branded footwear designed specifically for the obstacles and muddy elements participants face on the course. Other new sponsors include REIGN Total Body Fuel as the “Official Energy Beverage of Tough Mudder” and Stage Hydration as the “Official Electrolyte Hydration Partner.” Every Man Jack returns as the Official Men’s Grooming Partner. Tough Mudder returns for its 2021 season kick-off this weekend in Atlanta. “After a long COVID hiatus, we’re excited to welcome our community back to the mud,” said Tough Mudder CEO Kyle McLaughlin. “As the world re-emerges from lockdown, we’re seeing unprecedented demand from participants and brand partners, who are all eager to get back to live experiences.” The 2021 North American Tough Mudder event series will feature more than 125,000 annual participants, and more than 20 event weekends across the continent this year. Source: https://sgbonline.com/craft-sportswear-to-sponsor-tough-mudder/...
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2021-04-23
PFL taps Twitter for new content partnership
Deal covers training, walk outs, real-time highlights and press conferences.MMA promotion to make content available on Twitter’s live event pageTie-up also includes ‘The Round Up’ live feed, allowing for more fan interaction during eventsThe Professional Fighters League (PFL) has announced a multifaceted partnership with social media platform Twitter.The tie-up will see content from the mixed martial arts (MMA) organisation made available on Twitter through its new live event page. This includes PFL fighter training, pre-fight walk outs, real-time highlights, post-event press conferences and other fight night content.The agreement also includes ‘The Round Up’, which is a live feed where influencers host a chat with fans during advert breaks and discuss the action. In addition, the PFL and Twitter will launch a hashmoji for fans tweeting about the event with #PFLMMA.“Twitter and PFL are looking forward to advancing the sport by delivering a premium viewing experience to the 550 million MMA fans worldwide,” said PFL chief executive Peter Murray. “Our partnership with Twitter, the place where MMA conversation thrives, will bring fans closer to the action by providing premium real time content for our global fanbase.”PFL strikes Globo broadcast deal for 2021 seasonTJ Adeshola, head of US sports partnerships at Twitter, added: “MMA fans on Twitter are very engaged, and they’re looking for creative new ways to experience fight content, directly within their timelines. The PFL delivers an innovative product for the MMA community on Twitter – and we look forward to bringing this epic partnership to life.”The PFL has also announced a new, multi-year partnership with DraftKings to becomes its official sportsbook and daily fantasy partner.The agreement will utilise the PFL’s SmartCage technology, which sees the promotion capture and distribute real-time fighter data and analytics. These are then integrated into each broadcast and across the league’s digital and social channels.The PFL says this data will eventually allow for ‘innovative and distinctive’ prop bets. For example, fans will be able to place a wager on whether or not a fighter will land a strike exceeding a certain speed.Live odds from DraftKings will also be integrated into each PFL event broadcast across ESPN networks and streaming platforms.Furthermore, DraftKings’ logos will be featured in and around the PFL fighting cage, with both parties also collaborating on exclusive, themed content across their social and digital platforms.The PFL returns for its third season on 23rd April in Atlantic City, New Jersey, having postponed its 2020 campaign due to Covid-19.Source: https://www.sportspromedia.com/news/pfl-twitter-content-partnership-highlights-mma...
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2021-04-23
HEINEKEN USA to be Exclusive Beer & Hard Seltzer Partner of UBS Arena
HEINEKEN USA to be Exclusive Beer & Hard Seltzer Partner of UBS Arena, New York's Premier Entertainment and Sports Venue and Future Home of the New York IslandersHEINEKEN USA will be the exclusive beer and hard seltzer partner of the new UBS Arena, the metropolitan area's most anticipated, cutting-edge live entertainment venue and new home to the New York Islanders Hockey Club.Through this partnership, HEINEKEN USA will be the exclusive marketer of the entire beer category at the arena, including alcohol-free beer, cider and hard seltzer. As a founding partner of UBS Arena, exclusive beer of the four-time Stanley Cup champion New York Islanders and an official partner of the UBS Arena Concert Series, this is one of HEINEKEN USA's most exciting sports and entertainment partnerships to date."It's an incredible opportunity to be a founding partner of this new state of the art arena. Through modern design inspiration, Heineken®'s branded bars will bring sports fans and concert-goers an unforgettable experience," said Jonnie Cahill, HEINEKEN USA CMO. "As the first imported beer to arrive in New York once prohibition ended in 1933, we wanted to give fans that same exciting experience when they return to entertainment venues this fall." As part of the partnership, there will be four Heineken® branded bars throughout the arena, each uniquely designed to evoke a boutique hospitality experience. Inspired by iconic New York landmarks, Heineken® will bring a modern interpretation of classic east coast architecture in each of its branded bars. Notably, one of Heineken®'s branded spaces includes an outdoor terrace bar designed with the fan experience in mind. The open-air setting with views of historic Belmont Park will be a memorable place for fans to gather for a refreshing Heineken® as the action unfolds. As part of the exclusive partnership with the team, Heineken® and the New York Islanders will codevelop programming that includes strategic branding and in-market fan activations. "Their rich history and proud New York heritage makes Heineken® the ideal foundational partner to complement UBS Arena's timeless and classic design and further enhance our guest experience," said Tim Leiweke, CEO of Oak View Group and leader of the arena project. "Together we look forward to welcoming home the New York Islanders and live entertainment audiences this fall to the last great arena built for this generation."UBS Arena is a $1.1 billion multipurpose arena under construction and development next to the Belmont Park racetrack. The world-class entertainment venue will feature today's advanced technology and premium amenities and is one of the few venues in the world designed for music and built for hockey. The state of the art arena will deliver an unmatched live entertainment experience for artists, athletes and guests alike with clear sightlines and premier acoustics. UBS Arena will open for the 2021-22 National Hockey League season this fall and host more than 150 sports and live entertainment events annually. For more information about the construction of UBS Arena and its upcoming events, visit www.UBSArena.com....
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2021-04-23
TAAT™ Becomes Exclusive Combustible Smoke Product Sponsor of the Professional Bull Riders League ("PBR") Through 2023
As live attendance of sporting events begins to resume in 2021, the Company has entered into an agreement in which TAAT™ will sponsor PBR bull riding events in the United States. With more than three million attendees per year and millions of viewers of PBR events broadcast globally, the Company anticipates that this sponsorship can be an integral part of its marketing strategy to cultivate awareness among smokers aged 21+. PBR sponsorships have proven to be extremely effective, with 54% of PBR fans being more likely to recognize a sponsor brand than the average U.S. adult, and 12% of fans having made a purchase from a company specifically because it was a PBR sponsor.LAS VEGAS and VANCOUVER, British Columbia, April 21, 2021 (GLOBE NEWSWIRE) — TAAT™ LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQB: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT™”) is pleased to announce that it has finalized a sponsorship agreement with Professional Bull Riders, LLC (“PBR”) in which the TAAT™ logo and related messaging will be displayed among other PBR sponsor entities at live bull riding circuit events in the United States starting in 2021, which are also broadcast globally through various media channels. PBR hosts over 300 events each year including Unleash the Beast, which is televised nationally on U.S. channels, as well as several networks around the world in 50 nations and territories1. Major sponsors of PBR events include energy drink brand Monster, iconic workwear label Wrangler, and Caterpillar, the world’s largest construction equipment manufacturer2.The Company’s sponsorship agreement with PBR was executed on Tuesday, April 13, 2021 for the remaining duration of the 2021 season as well as the total duration of the 2022 and 2023 seasons (up to and including the final sponsored event performance of 2023), and provides for several sponsorship benefits which include but are not limited to the following (subject to availability and restrictions at each venue, as well as local regulations for each venue):Exclusivity in the Combustible Smoke Products categoryArena marketing placements (e.g., digital signage, in-arena commercials, concourse display)In-arena sweepstakes promotion (TAAT™ Cowboy Cool Sweepstakes) once per contract yearTAAT™ branded “smoke zone”, a designated smoking section at select event venuesIn-market sponsorships (e.g., Cowboy Cool Tailgate, PBR Afterparty)Official partnership with PBR’s PBRewards program, with in-arena and digital supportSocial media and digital elements (e.g., sponsorship of original content episodes by PBR, banner ads on the PBR.com website)Sponsorship of PBR has provided substantial value for many lifestyle-driven brand names that desire visibility among the highly engaged audience of PBR events. For instance, 54% of PBR fans were more likely to recognize a sponsor than the average adult in the United States, and 12% of fans made a purchase from a company specifically because it was a PBR sponsor3. Further substantiating the value of PBR sponsorships in the tobacco industry, when the parent company of chewing tobacco brand Copenhagen was limited to one sponsorship per year in the United States, PBR was the firm’s sponsorship of choice in 20084....
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2021-04-23
Superstar gymnast Simone Biles is leaving Nike for a new partnership with Gap-owned athletic brand Athleta
 Gymnast Simone Biles is leaving Nike for a new partnership with apparel brand Athleta.  The five-time Olympic medalist has signed a deal with the Gap-owned athleticwear company that includes her own line of performance wear, according to The Wall Street Journal's Louise Radnofsky. Biles told The Journal that Athleta's core values and female-focused team led her to sign with the company. "I felt like it wasn't just about my achievements, it's what I stood for and how they were going to help me use my voice and also be a voice for females and kids," she said. "I feel like they also support me, not just as an athlete, but just as an individual outside of the gym and the change that I want to create, which is so refreshing." The Journal notes that despite Biles' sponsorship deal with Nike, which she signed in 2015, she has not been a major face of the brand, making only small appearances in advertisements. Biles is currently the best female gymnast in the world and is widely considered to be the greatest of all time.  Biles has 25 world-title medals, the most in the world — she's competed in just one Olympics, in Rio de Janeiro in 2016, where she took home four gold medals and one bronze. She plans to compete in the Tokyo games, which will be held this summer after being pushed due to the pandemic.  Nike confirmed that Biles' contract with the company had ended and told Insider that Nike will "continue to champion and celebrate all athletes." "We've always taken great pride in our leadership in supporting women in sport at all levels for close to 50 years as individual athletes, through their universities, national teams or their competitive leagues," the company said. Biles decision to leave the Nike roster follows several instances of female athletes reporting issues with the company. Allyson Felix, one of the most decorated sprinters in history, accused the company of failing to support her decision to become a mother in a bombshell op-ed she wrote for The New York Times in May 2019. According to Felix, during contract negotiations that coincided with her pregnancy, Nike offered her a 70% pay cut and refused to guarantee that Felix wouldn't be punished for being unable to perform her best after childbirth.  Felix signed a deal with Athleta in 2019.  Multiple other female runners, including Kara Goucher, Phoebe Wright, and Alysia Montaño, have spoke up about the pressure to perform during or immediately after their pregnancies or face reduced sponsorship payments from Nike. The company has since instituted a new maternity policy that does not penalize pregnant athletes.  In 2019, Mary Cain, a female sprinter who was signed to Nike's high-profile Oregon Project track team, told The New York Times that she was pressured to get "thinner, and thinner, and thinner" at the detriment of her health. Nike launched an internal investigation and said it would make internal changes to better support female athletes. Source: https://www.businessinsider.com/simone-biles-leaving-nike-for-athleta-partnership-2021-4...
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2021-04-23
RONA renews partnership with the Montreal Canadiens
RONA is incredibly proud to renew its partnership with the bleu-blanc-rouge to continue bringing the hockey game experience to its customers. They'll have great initiatives to share in the coming months!To kick things off and celebrate the Bell Centre’s 25 years, RONA is hosting a contest. Visit https://lnkd.in/ePtBwhw between now and May 9, 2021, for more information and a chance to win!...
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2021-04-22
International Olympic Committee Makes Landmark Move Into Virtual Sports By Announcing First-ever Olympic Virtual Series
INAUGURAL OLYMPIC VIRTUAL SERIES TO INCLUDE INTERNATIONAL FEDERATIONS AND GAME PUBLISHERS IN BASEBALL, CYCLING, ROWING, SAILING AND MOTOR SPORTThe International Olympic Committee (IOC) will partner with five International Sports Federations (IFs) and game publishers to produce the Olympic Virtual Series (OVS), the first-ever, Olympic-licensed event for physical and non-physical virtual sports.Taking place ahead of the Olympic Games Tokyo 2020, the OVS will begin on 13 May, continuing through to 23 June 2021. The Olympic Virtual Series will mobilise virtual sport, esports and gaming enthusiasts all around the world in order to reach new Olympic audiences, while also encouraging the development of physical and non-physical forms of sports in line with the recommendations of the IOC’s Olympic Agenda 2020+5.IOC President Thomas Bach said: “The Olympic Virtual Series is a new, unique Olympic digital experience that aims to grow direct engagement with new audiences in the field of virtual sports. Its conception is in line with Olympic Agenda 2020+5 and the IOC’s Digital Strategy. It encourages sports participation and promotes the Olympic values, with a special focus on youth.”David Lappartient, Chair of the IOC’s Esports and Gaming Liaison Group (ELG), and President of the Union Cycliste Internationale (UCI), said: “On behalf of the ELG, as well as the UCI, I am delighted to be involved in the launch of the first-ever Olympic Virtual Series. A number of IFs have well established virtual sports initiatives; and thanks to the cooperation between the IOC, the IFs and the publishers, the OVS is an exciting step forward for the virtual sports world and the Olympic Movement”.The following International Federations and gaming publishers will be part of the Olympic Virtual Series:- World Baseball Softball Confederation (WBSC) – eBaseball Powerful Pro Baseball 2020, Konami Digital Entertainment- Union Cycliste Internationale (UCI) – Zwift, Zwift inc.- World Rowing - Open format- World Sailing - Virtual Regatta, Virtual Regatta SAS- Fédération Internationale de l'Automobile (FIA) - Gran Turismo, Polyphony DigitalThe OVS creates a stage to connect the physical sporting world with the virtual and simulation sports gaming community, providing an opportunity to engage with the Olympic Movement. Each IF will offer its corresponding event in a format that maximises online mass participation and prioritises inclusivity and participation through the OVS. The mass-participation Series allows participants around the world to compete from home or their training facilities in order to generate excitement in the build-up to the Olympic Games Tokyo 2020.All five OVS events will differ in form and concept, and will operate via the sport’s respective publisher platform where participants will be able to take part. Fans will have the opportunity to engage and follow the events on the Olympic Channel. Additional information on how to participate, as well as prizes included with select events, will be announced soon. Information will also be available online at www.olympicchannel.com     In line with Recommendation 9 of Olympic Agenda 2020+5, which states “Encourage the development of virtual sports and further engage with video gaming communities”, the launch of the first-ever OVS supports the IOC’s Digital Strategy and aims to leverage the growing popularity of virtual sport to promote the Olympic Movement, Olympic values and sports participation and grow direct relations with young people. It supports the IFs in further establishing virtual and simulated forms of sports as a discipline within their regulations and strategies. Building on the success of their respective events, both the Fédération Internationale de Football Association (FIFA) and the International Basketball Federation (FIBA), along with other International Federations such as the International Tennis Federation (ITF) and World Taekwondo (WT) have confirmed their excitement and commitment to exploring inclusion in future editions of the OVS.Source: https://www-olympic-org.cdn.ampproject.org/c/s/www.olympic.org/news/amp/international-olympic-committee-makes-landmark-move-into-virtual-sports-by-announcing-first-ever-olympic-virtual-series...
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2021-04-22
A new marketplace connects Clubhouse influencers and brands for sponsorship deals
 The audio app Clubhouse is building direct ways for creators to make money on its platform (like tipping), but some new startups are beating it to the finish line. The live-discussion app, which was recently valued at $4 billion, has made audio the hottest topic in the creator economy in recent months and has given rise to a diverse cast of new internet stars. Some brands and marketers have begun to realize the marketing potential of Clubhouse and are paying creators for sponsored rooms. Now, social-media agencies and startups — such as Izea and Audio Collective — have begun to build features to get a piece of the emerging market. The latest of these is Clubmarket, a marketplace for Clubhouse creators and brands to find each other and collaborate on sponsorships. The startup was cofounded by three entrepreneurs in Tel Aviv, Israel: Tomer Dean, Peleg Aran, and Tal Hacmon. Clubmarket officially launched in March and has been accepting applications from Clubhouse creators. Since opening applications, Clubmarket has received over 500 inquiries from creators and from over 100 brands, Dean said. Clubmarket announced on Tuesday that it had signed 25 Clubhouse "clubs" to its network. Clubs are groups of users formed around a certain topic, typically founded by one or a few creators. Each club can have members (who can start private rooms) and followers (who can join public rooms). While clubs can have hundreds of thousands of members, it's the club founders who are doing these brand deals. "We saw that brands, when they come to advertise, they're not looking for a creator," Dean said. "They want the following of a club." The earliest users of Clubmarket's marketplace include some of the founders of the biggest clubs on Clubhouse, which range in topics from entrepreneurship to mental health to pet care. Brands can work directly with clubs and their owners, such as Christina "Xtina" Holder, who founded the Womxn in Business club (which has about 200,000 followers and 100,000 members). Holder said that Clubmarket had helped her secure two brand sponsors for her club so far, with a few more in the works. Other clubs the platform has signed include the Human Behaviour club — founded by the entrepreneur and lifestyle-medicine doctor Sohaib Imtiaz — which is the largest club on Clubhouse in terms of followers (about 460,000 followers and 25,000 members). Imtiaz, who lives in the UK, said that Clubmarket has brought the club about three sponsorships. But members of these clubs are bound to ask, "What's my cut of this money?" Dean added. Dean said Clubmarket recommended that founders split this revenue, but it's up to the founder of a club to decide whether, and how, it will split sponsorship money with members who act as room hosts or moderators. And this complexity within the Clubhouse functionality shows that sponsorships are still uncharted territory on the app. Creators without clubs will also be eligible to join Clubmarket's network as it builds more offerings, Dean said. Creators can apply to become part of Clubmarket's platform through its website. The digital-marketplace software is not fully developed, so Clubmarket's team is coordinating sponsorships themselves over emails and calls. "It's important for us to understand how it looks like manually while we build this platform out, because we don't want to build something that's not going to work," Dean said. So far, Clubmarket has built an early version of its platform, which allows brands to view a creator's or club's data, such as average listeners, rooms hosted per week, and follower count. From there, a brand can book a call with Clubmarket to discuss the details. But Clubmarket plans to develop a way for brands and creators to book sponsorships within the marketplace itself. Creators are also able to keep a link to their Clubmarket page in their Clubhouse bio. For example, Imtiaz includes the link to his sponsorship card on Clubmarket in the bio of his personal account. The marketplace supports three types of sponsorships on Clubhouse: Clubmarket works with its creators to negotiate sponsorships and develop rates for sponsored rooms on Clubhouse, Dean said. Some creators come with sponsorship experience on Clubhouse, but others have no idea where to start when it comes to pricing, he added. "We're going to let them set the price, but also give them data," Dean said. "Are they pricing it too high? Too low? Like where are they compared to the benchmarks?" For instance, a room that attracts about 500 listeners when live could earn between $500 and $1,000, Dean said. Some deals may incorporate long-term structures, such as multiple rooms over a period of time. Clubmarket is free for creators to join, but takes a 20% cut from deals secured through its platform. And though Clubmarket's name is based on Clubhouse, Dean sees the potential to move beyond the platform, as other players — such as Twitter, Facebook, and LinkedIn — move into social audio. Clubmarket is looking at ways that it can go beyond Clubhouse and become a marketplace for audio creators more broadly, regardless of platform. "One of the other companies could come out on top," Dean said. "Who knows." Source: https://www.businessinsider.com/clubmarket-startup-launches-marketplace-clubhouse-brand-deals-sponsorships-2021-4...
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2021-04-21
Cuore of Switzerland To Sponsor USA Cycling
 Cuore of Switzerland Inc. has signed a five-year agreement to become the Official Performance Cycling Apparel of USA Cycling. Cuore will outfit USA Cycling athletes at all competitions for cyclocross, mountain bike, road, and track. “Cuore has proven to be the leading brand in performance cycling apparel,” said USA Cycling’s chief of sports performance, Jim Miller. “We are excited to begin our partnership and outfit our athletes in the finest quality apparel. We are aligned in our commitment to champion athlete performance at the Olympic Games and all other international competitions.” Cuore will outfit USA Cycling athletes with exclusive kit designs at the upcoming Tokyo 2020 Olympic Games and Paris 2024. In addition to National Team apparel, USA Cycling and Cuore will also collaborate on apparel items for the Olympic Development Academy, Foundation Donors, National Championship Jerseys, and Membership apparel. “Cuore is excited to be back again with USA Cycling supporting the athletes, federation and greater community. Cuore strives to provide the best cycling apparel in the industry, and our partnership with USA Cycling will push us to create even better products that can be shared with the larger cycling community in the future,” said Scott Tietzel, CEO, Cuore of Switzerland. “USA Cycling continues to develop its programs, athletes and vision, and we are looking forward to supporting them on all levels.” Source: https://sgbonline.com/cuore-of-switzerland-to-sponsor-usa-cycling/...
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2021-04-20
Sponsorship industry continues to recover as brand and agency confidence grows
 Confidence among the European sponsorship marketing community has reached its highest point since the start of the COVID-19 pandemic, new research from the European Sponsorship Association has found. The research also revealed that marketers are strongly in favour of gambling and betting sponsorship being better regulated, with some restrictions imposed. The ninth edition of the ESA Sponsorship Sentiment Tracker, conducted in March 2021, registered a clear increase in positivity about the future of the industry from sponsors and agencies. According to the ninth wave of ESA’s regular survey, taken in March 2021, confidence hit a new average high, reaching 7.1 out of 10. This represents an increase of 0.3 points from wave eight. Although there was a decrease in confidence among rights holders, falling from 7.1 to 6.7, this was offset by significant increases in positivity among brand-side marketers (up 0.5 to 7.6/10) and agencies (up 0.7 to 7.1/10). Confidence was particularly high among respondents from the UK, where there was a new overall high of 7.3/10, compared with 6.8/10 outside the UK. 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 1,400 responses from senior industry leaders across Europe. Marketers participating in the ninth wave of the sentiment tracker also provided their views on the regulation of gambling and betting sponsorship. More than 71% of respondents said they thought the industry should be better regulated with some restrictions imposed, while 15% said they were not in favour of any new restrictions and 14% called for a complete ban on betting and gambling sponsorship. The view that there should be better regulation with some restrictions was especially pronounced in the UK (75%), with only 11% saying they were against new restrictions and 14% calling for a complete ban. Outside the UK, 66% said they favoured better regulation with some restrictions, with 21% opposing new restrictions and 13% in favour of a complete ban. ESA Chairman, Andy Westlake, said: “We’re very encouraged by the results of the ninth wave of the ESA Sponsorship Sentiment Tracker, which continues to demonstrate a growing sense of confidence within the sector with an especially positive response from the agencies who make up such a big part of our member community." “As major sporting and cultural events return in 2021, we are cautiously optimistic that the upward trend in the health and confidence of our industry will be maintained in the months to come." “It is also very interesting to see that a clear majority of the marketers in our community are in favour of better regulation and the introduction of some restrictions in gambling and betting sponsorship.” Source: https://sponsorship.org/sponsorship-industry-continues-to-recover-as-brand-and-agency-confidence-grows/...
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