2020-12-14
Hyperice Named Official Recovery Technology Partner for University of Kentucky Men's Basketball
 First D1 Program to Provide Players with Access to Hyperice Hypervolt for Gametime RecoveryHyperice, the industry leader in recovery technology and pioneer of percussion, vibration, dynamic air compression and thermal technology, today announced a multi-year partnership with the University of Kentucky (UK) men's basketball program. Recognized as the winningest team in NCAA Division 1 men's basketball, including eight National Championships and 17 Final Fours, the Kentucky Wildcats men's basketball team is one of the greatest collegiate basketball programs in history. This partnership demonstrates Kentucky's commitment to optimizing player performance and program excellence through Hyperice's innovative technology solutions, and follows the National Basketball Association (NBA) who named Hyperice their Official Recovery Technology Partner ahead of their July 2020 season restart."The University of Kentucky men's basketball program has always done a great job of emphasizing their players' recovery and wellness, and have taken a very forward-thinking approach to caring for their student athletes over the years," said Dan Canina, Director of Global Performance of Hyperice. "We at Hyperice, are extremely proud to be a part of that standard of care implemented by the program's athletic training staff and coaches, and are excited to see the evolution of this groundbreaking partnership. Through collaboration and innovation we will find the most effective ways to enhance athletic recovery, improve mobility, and allow the student athletes to perform at their peak."Tipping off at Rupp Arena, players will have sideline access to Hyperice's award-winning Hypervolt Bluetooth massage device. Kentucky Wildcats men's basketball is also the first team to install the Hypervolt Hyperbox. Originally designed for the 2020 NBA season, the Hyperbox was engineered for players to easily use the Hypervolt while they recover on the bench. The device will be located on the side of each UK  players' seat at home and away games. Kentucky's coaching and athletic training staff will also integrate Hyperice's next-generation product and technologies for players' away travel kits and daily maintenance.The UK basketball partnership further extends Hyperice's mission to deliver world-class recovery technology solutions for every player. In 2020, Hyperice officially has partnered with pro sports leagues including the NBA, NFL, MLB, UFC and PGA Tour, as well as pro sports teams including Tottenham Hotspur and the New Zealand All Blacks to optimize player performance. Now, with University of Kentucky basketball, Hyperice is setting a trend to deliver innovative technology solutions for future generations of athletes."We are excited to partner with Hyperice and have them as the official recovery technology for Kentucky basketball.  When it comes to recovery for athletes and the physically active population, Hyperice is the leader," said Geoff Staton, Kentucky Men's Basketball Head Athletics Trainer. "They have all the tools for individuals to create healthy routines for their bodies to recover and stay primed for activity.  With this partnership, our players will have NBA-like access to an abundance of products that will help them maximize performance and increase their rate of recovery during the game, on the road and at home."The Hyperice Hypervolt and Hyperbox will make its UK debut in Rupp Arena on December 12th when the Wildcats host the Notre Dame Fighting Irish.Organizations:University of KentuckyHyperice...
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2020-12-11
NHL considers putting sponsorship logos on helmets
The National Hockey League is reportedly considering putting sponsorship logos on players’ helmets as a means to secure additional revenues.According to Sportsnet, the issue was raised in a Board of Governors call this week. Votes on the proposal by the players and the Board are expected in the coming weeks.It is believed that sponsorship logos on helmets will represent something of a trial before potentially adding advertisements to player jerseys.The NHL would be following in the footsteps of other major North American sports organizations, who are seeking additional revenue streams due to the financial impact of the Covid-19 pandemic. And for the NHL, that revenue need is particularly acute in the short term as the league generates roughly half of its total revenue, either directly or indirectly, from gate-related sources, elements that remain heavily challenged due to the ongoing public health crisis.To that end, Vegas Golden Knights owner Bill Foley said in October, “If you don’t have game-day revenue, you don’t survive.” The National Basketball Association earlier this year began to allow additional sponsorship logos on practice jerseys.Major League Soccer brought in additional sleeve and shorts logos during the MLS Is Back Tournament in Orlando, Florida.Meanwhile, Major League Baseball is continuing to investigate sponsor placement on uniforms and batting helmets for its regular North American games, and already uses them for international games.It has also emerged from the Board of Governors call that further temporary divisional realignment could come for the 2020-21 season, which it is hoped will start in mid-January. An all-Canadian division is already part of the plans, and the American franchises also are likely to be reorganized for the upcoming campaign.Article by Bob Williams as posted on https://www.sportbusiness.com/news/nhl-considers-putting-sponsorship-logos-on-helmets/Organizations:NHL...
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2020-12-10
European Sponsorship Association reveals 2021 ESA Awards shortlist and announces virtual ceremony
 The European Sponsorship Association is thrilled to reveal the nominees for the 2021 ESA Awards, the most coveted prizes in sponsorship. After a record number of entries, a judging panel full of industry leaders has selected a record number of shortlisted entries for the 21 ESA Awards categories. With COVID-19 restrictions meaning the industry will be unable to gather for its traditional gala dinner, ESA will hold a virtual award ceremony over two consecutive evenings in late February to celebrate the exceptional work created by the sponsorship community, despite difficult circumstances. Check out the full shortlist HERE! New awards have been created to acknowledge incredible campaigns in an unprecedented year, including Best Use of Virtual Experience – Fan Engagement, Best Use of Virtual Experience – Participation, and prizes for the most notable response to the COVID-19 pandemic in sport, entertainment and the arts. A record 48% of entries came from outside the United Kingdom, with 17 countries represented on the shortlist, including Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Norway, Russia, Slovenia, Spain, Sweden, Switzerland and the United Kingdom. Brands and sponsors to make the shortlist include Amazon Prime, BMW, Bridgestone, BT, Cadbury, DHL, FedEx, General Mills, Guinness, Infosys, Intersport, Kumho Tyre, Levi’s, Lidl,  NatWest, SAP, Toyota, Vodafone and Zurich. Rights holders represented on the shortlist include Ascot Racecourse, British Paralympic Association, Chelsea FC, England Rugby, European Tour, Liverpool FC, MotoGP, Paris Saint-Germain FC, Rugby World Cup, Team GB, Tottenham Hotspur, UEFA and the United Nations. Further details about the virtual awards ceremony will be announced in early 2021. Sign up to ESA’s mailing list to be the first to be in the know! ESA Chairman, Andy Westlake, said: “With the industry so heavily impacted by COVID-19, we really didn’t know what to expect when launching a much changed 2021 ESA Awards, but I’m thrilled to say that the quality, and number of entries from right across Europe has been bigger and better than ever.  Such incredible and innovative campaigns are a testament to the tenacity of Europe’s sponsorship community. A place on the shortlist has been genuinely earned and I commend all those who have been nominated for Europe’s most prestigious sponsorship awards.” ESA Awards Committee Chair, Jackie Fast, said:  “Not only have we had a record number of entries this year, but the quality of those entries has blown our judging panel away. There’s no doubt the sponsorship community has risen to the challenges of 2020 with more creativity and innovation than ever before.” Source: https://sponsorship.org/european-sponsorship-association-reveals-2021-esa-awards-shortlist-and-announces-virtual-ceremony/Organizations:ESA...
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2020-12-10
Scotiabank Announces Sponsorship with the Professional Women's Hockey Players Association (PWHPA)
Scotiabank furthers support of women's equality and inclusion in ice hockeyScotiabank, in partnership with the Professional Women's Hockey Players Association (PWHPA), today announced its entry to the 2021 Secret® Dream Gap Tour. Players based in Calgary will officially be part of Team Scotiabank, and will compete against four additional PWHPA teams for the Secret® Cup.Scotiabank is the Official Bank of the PWHPA and supports their goal of showcasing the most talented women hockey players in the world."We are proud to support the PWHPA and their efforts towards making ice hockey more inclusive for women," says Laura Curtis Ferrera, Chief Marketing Officer at Scotiabank. "At Scotiabank, we believe diversity makes us stronger. That's why we're committed to making sure hockey is welcoming and accessible to all players, no matter their gender. When we do this, young girls from all backgrounds can go on to inspire future generations of players and build a more inclusive game."The PWHPA will announce dates for The Tour early next year and will adhere to all provincial and federal legislation surrounding the COVID-19 pandemic. All pertinent information relating to the tour will be shared via pwhpa.com."Sponsors such as Scotiabank are making it possible for women and young girls to pursue their dreams and achieve success at the highest level possible," says PWHPA player Brigette Lacquette. "I am beyond grateful for all the sponsors who support the PWHPA and am proud to be part of Team Scotiabank."Scotiabank and the PWHPA are also collaborating on a mentorship program for young female players that is scheduled to launch in the new year."The PWHPA is thrilled to welcome Scotiabank to our team of incredible partners who continue to stand with us, and advocate for the creation of a viable and sustainable professional women's hockey league," says PWHPA Operations Consultant Jayna Hefford. "Scotiabank has committed to supporting hockey at all levels across the country, and we are excited to help grow the women's game alongside them."Often referred to as Canada's Hockey Bank, Scotiabank has a long history of supporting girls and women in hockey, as evidenced by the following initiatives:Scotiabank Girls HockeyFest – a national program that offers on- and off-ice skills training, advice and encouragement from elite athletes – has engaged more than 4,200 girls since 2006.Scotiabank Hockey Day in Canada – a cross-country hockey celebration established in 2011 – regularly features PWHPA players, like Jamie Lee Rattray and Ann-Sophie Bettez.The Scotiabank Skaters Contest, which gives children across the country a once-in-a-lifetime chance to join their hockey heroes on the ice.Sponsor of the 2021 IIHF Women's World Championship via our partnership with Hockey Canada.Supported the Canadian Women's Hockey League (CWHL) for over a decade, which featured the most talented players in the women's game.Scotiabank's Hockey 24 documentary – A Film By Canada – highlights the importance of the sport at all levels and includes the PWHPA's Jayna Hefford and Scotiabank Teammate Natalie Spooner.Scotiabank is also pleased to announce that one of Canada's greatest female hockey players -Cassie Campbell-Pascall – will continue as a Scotiabank Teammate. Scotiabank Teammates act as ambassadors at events throughout the year and are featured in Scotiabank's marketing campaigns. She is a passionate ambassador, who works tirelessly to help grow the game of hockey for women and girls, while promoting the importance of diversity and inclusion in the sport.Organizations:PWHPAScotiabank...
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2020-12-10
TGS and NorQuest College announce multi-tiered partnership to launch NorQuest Esports Series, a first of its kind in Alberta
TGS Esports Inc. has teamed up with NorQuest College to create an all encompassing esports partnership which includes the launch of an all new esports series. The partnership will run from January to June with the option for both parties to extend the agreement. As part of the partnership NorQuest will be launching a monthly online tournament featuring popular titles such as Rocket League and Valorant. These tournaments will be free to enter and have multiple divisions so players of all skill levels can participate for a cash prize. TGS will be handling the tournament registration, facilitation, and broadcasting for NorQuest. "The team at NorQuest have been phenomenal to deal with. Their goals in launching this esports initiative are fantastic and align with everything we are doing at TGS. We can't wait for our first event in January to present these events to the community," said Spiro Khouri, founder and CEO of TGS Esports. "Not only does this drive revenue for TGS but showcases that esports are a regular part of student life in Secondary and Post-Secondary schools more and more. For NorQuest to recognize that is amazing and a huge win for anyone engaging with their institution." To amplify the partnership NorQuest will also be title sponsor for one TGS event each month allowing NorQuest to connect with the TGS community both in tournaments and on live streams. This will also provide additional exposure to promote their monthly events, truly making this an all-encompassing partnership. "The partnership with The Gaming Stadium means exciting, monthly online tournaments for gamers starting in January 2021, but it also represents a first in the province and marks the next step in NorQuest's esports strategy," said Ahmed Kamar, Director of Business Enterprise at NorQuest College. "The Gaming Stadium's strategic and operational expertise is truly best-in-class, and we look forward to our partnership evolving as we continue to build upon our foundation in esports at the college." NorQuest's esports strategy focuses on three key pillars: community gaming and entertainment, competitive gaming through online and in-person tournaments and events, and academic research, programming that helps shape the inter-collegiate landscape for post-secondary institutions in Alberta and beyond. The first event will take place in late January and will feature Rocket League. Information on this and future events can be found at www.thegamingstadium.com or https://www.norquest.ca/home Organizations:The Gaming StadiumNorQuest College...
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2020-12-08
Chelsea and Duracell’s pioneering short-term digital partnership
In 2019, in a Premier League first, Chelsea took a digital-only, short-term brand partnership proposition to market. Developed with Two Circles, the proposition is a response to the shift of marketing spend to digital channels, and a lack of rights-owner-provided marketing options for brands wanting to maximise peak sales moments, product launches or larger-scale advertising campaigns. Often, for these brands, a long-term sponsorship commitment isn’t viable. Rights-Holder Objectives:  1. Publicly showcase the new proposition as a rival digital advertising and influencer marketing, capturing brand spend on these digitally-focused marketing platforms 2. Attract spend from – and build new relationships with – brand sectors (such as FMCG) who have traditionally shunned sports sponsorship 3. Realise the value of digital assets that have, to-date, been under-exploited 4. Better exploit Chelsea FC’s inhouse content and production capabilities. On the brand-side, consumer battery brand Duracell boasts enviable brand health equity of 40pt (+18pts vs Energizer) and Top of Mind Awareness of 74% in the UK and Ireland. However, the biggest gap in its penetration vs the category is ‘younger consumers’ (aged under 30). Therefore, Duracell looks for innovative marketing solutions to imbed the brand with a younger audience, the consumers of tomorrow, to help ‘future proof’ the brand. Brand Objectives: 1. Create a distinctive campaign that put Duracell’s Power Bank mobile device charger product and its benefits at the heart of the idea 2. Reach young consumer demographic (under 30s) 3. Build sales momentum ahead of Duracell’s most important sales period, Christmas – in particular online via Amazon. Source: https://sponsorship.org/awards/chelsea-and-duracells-pioneering-short-term-digital-partnership/Organizations:Chelsea FCDuracell...
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2020-12-08
Secret Sofa from Secret Cinema, presented by Häagen-Dazs
For 8 Fridays between April and June, thousands took part in an immersive film experience. Secret Sofa presented by Häagen-Dazs brought communal cinema events into the home, with social channels drawing participants into worlds around best loved films.With character narratives, thematic content, live interaction and discussion; fans joined weekly stories as they unfolded via influencers as key talent across Facebook live, Instagram, Tik-Tok, email, partner and influencer channels.An Amazon Prime partnership brought rotating ice cream flavours challenges, inspiring households to share their experiences. Brand collaborations led to extraordinary content, amplified by influencers.The campaign was Häagen-Dazs’s first multi-platform influencer marketing amplification, and a global debut for the brand on TikTok. Twenty-four nano and micro-influencers produced creator-led content and actions weekly around films and corresponding flavours. Friday was the day of celebrating all UGC, showcasing weekly memories and creativity of film and audience.Achieving unprecedented positive sentiment and a +97% unit sales uplift, and creating ‘cultural moments’ bringing communities together. Facebook highlighted the campaign as a best-in-class case study with more than 115,000 reactions and Amazon as a best-in-class social commerce partnership driven by influencers; including over 84,000 shares of #SecretSofa and #HaagIndoors respectively and the highest ever engagement for the brand in UK on a social campaign leading to its highest brand preference scores in 2 years.An effective pivot borne of agile partnership, supportive ethos and unified vision to create togetherness.Source: https://sponsorship.org/awards/secret-sofa-from-secret-cinema-presented-by-haagen-dazs-3/...
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2020-12-08
DHL Backyard Mechanic
 DHL have a 40-year history of motorsports sponsorships. In 2015, DHL signed its first motorcycle deal to reinforce its position as the world’s leader in automotive logistics by becoming Official Logistics Partner of MotoGP. DHL’s objective is to use the sponsorship to bring to life its corporate ambition to Connect People and Improve Lives.Like many sports, the pandemic abruptly halted the 2020 MotoGP season for 4 months in March leaving fans with no racing and DHL with no logistics story to tell.But DHL didn’t sit back and do nothing. We knew bikers all over the globe would be spending hours in lockdown on their beloved motorcycles; upgrading, tinkering, ordering spare parts. Our insights also showed that MotoGP fans over-index on sharing social content. Tapping into the psyche of our bikers, we created “DHL Backyard Mechanic” – a digital campaign inviting bikers to share content of their lockdown bike modifications for a chance to win a MotoGP bike part upgrade, delivered by DHL.The campaign was promoted through:– DHL and MotoGP websites with editorial and digital banners– Direct mails– @DHLmotorsports and @MotoGP channels (Facebook, Twitter, Instagram, YouTube)– Motorcycle influencer TeaPotOne who created bespoke content inspiring bikers to enter– MotoGP teams and suppliers who shared posts on their channelsThe results were fantastic:– 4,892 entries from 109 countries in 6 weeks, smashing the KPI (2,000)– 59k+ new subscribers to www.InMotion.dhl (DHL’s sponsorship microsite)With racing back, the campaign has evolved to tell the stories of the MotoGP Team Mechanics from their perspective and how DHL delivers the parts they need for every race. Click here for DHL profileClick here for MotoGP profileSource: https://sponsorship.org/awards/dhl-backyard-mechanic-2/...
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2020-12-08
FedEx – Official Sponsor of the UEFA Europa League
FedEx sponsorships are a vital component of its international marketing strategy, designed to raise brand familiarity and awareness, enhance reputation, and strengthen the emotional connection with the broadest possible audience. FedEx sponsorship strategy are built around three pillars: Drive brand exposure, awareness, and familiarityInform, inspire, and engage team members to become bigger advocates of the brand Provide legendary customer experiences to increase loyalty and advocacy Strengthening the FedEx brand in Europe is key, and as Official Sponsor of the UEFA Europa League (UEL), FedEx has deepened its commitment to fans and customers through a tactical and focused activation plan. As a result, FedEx has grown its business and expertise in Europe, breaking new ground in how sport sponsorship can deliver against multiple objectives on the biggest scale.Now into the 5th year as a sponsor of the UEL tournament, the 2019/2020 season delivered a comprehensive activation plan. Significant media facing assets across broadcast and digital channels delivered 540 million hours of exposure (+73 million hours YoY) to an audience of over 700 million. The FedEx Player Mascot programme provided outstanding engagement opportunities for team members and their families ,with over 1,500 applicants (+30% YoY). Finally, a focused tournament hospitality programme hosted 3,394 customers across Europe and, at the 2019 UEL Final in Azerbaijan, 98% of attendees rated their overall experience very good (+1% YoY), while loyalty and advocacy for FedEx were rated 86%. Source: https://sponsorship.org/awards/fedex-official-sponsor-of-the-uefa-europa-league-5/...
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2020-12-08
Levi’s x Liverpool FC
The COVID-19 pandemic presented Levi’s with a unique opportunity to demonstrate their brand commitment to communities, as part of their partnership with Liverpool FC to: Help support the local Liverpool community, one of the most deprived cities in England, in its COVID-19 recoveryRaise awareness of Levi’s position as an official club partnerCelebrate Liverpool FC winning the Premier League The solution – creating a bespoke range of Levi’s x LFC clothing, inspired by the players at the heart of the Premier League success, with all proceeds donated to the LFC Foundation to help fund a community pantry in Liverpool. Content creation with Liverpool players Andrew Robertson, Alex Oxlade-Chamberlain and Divock Origi, in which they shared their season highlights with street artist Akse. This conversation inspired the designs of three bespoke trucker jackets and an exclusive Levi’s t-shirt. The truckers were made available to win via a prize draw and the t-shirts could be bought by fans in-store.A hard-working PR push, influencer marketing and own channel social strategy drove visibility and conversion to a microsite, resulting in £18k being raised for the LFC Foundation.Through this campaign’s funds alone, the LFC Foundation has been able to both set-up and fully operate one Community Pantry in Liverpool for a full year. This pantry will provide vital food supplies supporting 100 vulnerable families every week in an area where 1 in 3 children live below the poverty line. Source: https://sponsorship.org/awards/levis-x-liverpool-fc-2/...
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