2018-11-21
Bennett Jones Hosts 16th Annual Lake Louise World Cup Business Forum
The 2018 Bennett Jones Lake Louise World Cup Business Forum takes place November 23 at the Fairmont Chateau Lake Louise. In its 16th year, this exclusive event brings together thought leaders to engage in discussions on current issues, while supporting some of the world's greatest athletes in the first World Cup Downhill of the ski season and the only World Cup ski race outside of Europe to join the ranks of the famous Club 5 Ski Classics.Focused on the theme World in Transition: Trade, Trump & Technology, this year's program features leading experts on the economy, technology and government to discuss challenges and opportunities in an era of rapid change."There is no doubt that we are living through a period of profound change," says Perry Spitznagel, Vice Chairman of Bennett Jones. "Many of our foundational beliefs and institutions are being challenged from a variety of sources and for a variety of reasons. The social, political and business landscapes are rapidly shifting, with no clear consensus on where it will all end up. It is our challenge to better understand these changes to help drive the appropriate solutions."Business Forum speakers for 2018 include:Kelly Craft | U.S. Ambassador to CanadaLu Xu | Consul General, People's Republic of China, CalgarySusan le Jeune d'Allegeershecque CMG | British High Commissioner, CanadaLaura Dawson PhD | Director, Canada Institute, Woodrow Wilson International Center for ScholarsDavid Dodge | Former Governor of the Bank of CanadaJim Gibson | CEO, JAGYYCOren Berkovich | CEO, SingularityU CanadaRex Murphy | Social Commentator, Editorialist & Distinct Canadian VoiceBennett Jones is the title sponsor of the Business Forum. Deloitte, ATB, Willow Park Wines & Spirits, Calgary Stampede, Lake Louise Ski Resort and Calgary Economic Development are key sponsors of the event. Find out more at lakelouisebusinessforum.com....
See the full article
2018-11-20
Pizza Hut And Pepsi Leveraging NFL Sponsorship To Partner For Super Bowl Promotion
It's not often two major brands partner for a promotion, but Pizza Hut and Pepsi are leveraging their mutual designation as an Official Sponsor of the NFL to give fans a chance to win a trip to Super Bowl LIII, which includes an on-field experience during the halftime show. The partnership was made possible, in part, by their shared history that goes far beyond football."Pepsi has been a core partner of Pizza Hut since we first opened our doors in 1958," said Marianne Radley, Chief Brand Officer for Pizza Hut. "And now that we both are official sponsors of the NFL it was a natural fit for us to team up and deliver fans the ultimate NFL experience."Pizza Hut is in its first year as the Official Pizza Sponsor of the NFL, but Pepsi has been the Official Soft Drink Sponsor since 2002 and the Super Bowl Halftime Show sponsor since 2013."Since we became the Official Sponsor of the NFL, we have focused on the fans and how we can enhance their football experience," said Radley."We have been in conversations with Pepsi, who is so well known as an NFL sponsor and involved in the Super Bowl experience, since the beginning of the 2018 season, it has been really fun collaborating on what we could do together to celebrate fans."The partnership was easy because of the 60-year relationship between the brands, which created a built-in trust factor Pizza Hut might not have had with other brands.Pizza Hut and Pepsi previously partnered on the "Say it with Pepsi" campaign in 2016. During that campaign, customers were given a free, one-topping Personal Pan Pizza for carryout when they brought in a Pepsi bottle featuring a slice of pizza or full pizza emoji to a participating Pizza Hut restaurant.Even with their history, Radley says the brands have to work to ensure both are getting something out of the partnership."Communication is key and many discussions are often had before a partnership of this magnitude can come to life in a way that works for both parties."The good news is that we have a long and successful history or partnering with Pepsi, so we were aligned from the start."The sweepstakes kicks off today. Fans can enter the Pepsi Super Bowl LIII Halftime Show Sweepstakes by purchasing limited-edition Pepsi 4-Pack carriers, available at all Pizza Hut locations while supplies last, and entering a code from the product on the sweepstakes website.Fans can also share their homegate on Twitter using the hashtag #HutxPepsiSweepstakes for a chance to win.Two fans will win tickets for themselves and a guest to attend Super Bowl LIII and view the Pepsi Super Bowl LIII Halftime Show from the field. There will also be additional prizes, such as NFL gear, awarded to fans who enter the contest before Dec. 31.Earlier this season, Pizza Hut kicked off its NFL sponsorship with a trio of activations, including new national television commercials, special-edition pizza boxes with Augmented Reality integration and its "Game Plan" digital platform.Article by Kristi A. Dosh as posted on Forbes.com...
See the full article
2018-11-19
Prince George 2019: Canadian Tire named official sponsor
Retail company Canadian Tire has been announced as an official partner of the Prince George 2019 World Para Nordic Skiing Championships. The Worlds will take place from 15 to 24 February, featuring more than 140 athletes from 25 countries.“This isn’t just a national thing this time. This is an international event which I think is brilliant. The scope of the project is incredible and we just wanted to be part of it,” said Selen Alpay, Associate Dealer of Canadian Tire Prince George.“This isn’t just a national thing this time. This is an international event which I think is brilliant"“An event’s success just simply isn’t possible without community sponsorship. We encourage everyone to join us in cheering on the world's top athletes – all competitions are free to attend,” said Kevin Pettersen, Chairperson of the Prince George 2019 LOC.The Local Organising Committee is still welcoming sponsors and inviting the local business community to become a sponsor of the international event.“What is really special about bringing this kind of event to our community is that they are absolutely amazing events. The Para athletes are part of a movement around the world that absolutely stuns us,” Pettersen added.Canadian Tire is a retail company which sells a wide range of automotive, hardware, sports and leisure, and home products.Finsterau, Germany, hosted the last edition of the World Para Nordic Skiing Championships in 2017....
See the full article
2018-11-16
Quebec literary prize on hold after Amazon sponsorship controversy
A prestigious Quebec literary prize has been suspended amid public outcry over the announcement of online giant Amazon as the main sponsor.An organizer of the Prix litteraire des collegiens announced the decision yesterday after members of the public and the literary community denounced the multinational’s involvement.The five finalists for the 2019 edition of the prize published a joint letter in Le Devoir this week expressing concern over what they called Amazon’s “extreme competition” and its detrimental effect on small booksellers.Authors Karoline Georges, Kevin Lambert, Jean-Christophe Rehel, Lula Carballo and Dominique Fortier said Amazon’s involvement runs counter to the prize’s mission of promoting Quebec literature.A group representing Quebec writers expressed its disappointment at the suspension and called on the Quebec government and the business community to provide the funding needed to keep the prize alive.The prize’s organizers say they will meet with members of the literary community and are ready to relaunch the contest if they receive enough support.Article by The Canadian Press as posted on CityNews....
See the full article
2018-11-15
CF Toronto Eaton Centre Presents Third Annual Tree Lighting on November 15 in Partnership with Starbucks Canada
The interactive light celebration hosted by Kardinal Offishall kicks off Cadillac Fairview's series of nationwide tree lighting eventsToday, CF Toronto Eaton Centre, in partnership with Starbucks Canada, is set to light its iconic 108-feet-tall Christmas tree - the tallest tree in Toronto - marking its third annual Tree Lighting event to officially kick off the holiday season in the city. This year's celebration features a new interactive and highly visual experience powered by LED technology. The event and countdown will be led by passionate and well-known celebrity host Kardinal Offishall alongside the talented Celebrity Marauders who will light the show-stopping Christmas tree with the help of thousands in attendance. As the official Home of Team Canada, CF is thrilled to have four-time Olympic medalist Penny Oleksiak join the party to kick off the holiday season. "At Cadillac Fairview, we are focused on creating captivating and unique experiences that bring people together and create share-worthy moments for our visitors," said Sheila Jennings, General Manager, CF Toronto Eaton Centre. "The crowds have been incredible over the past two years and the energy has been absolutely electric. This year, we're building on that energy with even more interactive elements to allow community members to take part in the momentous lighting of the tallest tree in the city."This year, Cadillac Fairview (CF) is partnering with Starbucks Canada as a presenting sponsor to promote holiday cheer and goodwill. Starbucks has long had a place in CF shopping centres and shares in the commitment to bringing together communities across Canada. The holidays bring us together and to add to this festive tradition, Starbucks will be sharing holiday surprises with the crowd and offering a social media filter that will be unlocked at the event.The highly anticipated CF Tree Lighting event provides a vibrant and memorable atmosphere for communities to come together to celebrate the start of the holiday season and Canadians can expect a heightened experience showcasing CF at its best. The national series kicks off at CF Toronto Eaton Centre, with five Tree Lighting events taking place from coast-to-coast. A second GTA tree lighting celebration will take place at CF Markville on Friday, November 16 commemorating the first-ever tree lighting at the shopping centre....
See the full article
2018-11-05
Third Annual ‘Sleep Day’ Returns to Help Provide a Good Night’s Sleep to Children in Developing Countries
Canadian charity, Sleeping Children Around the World, along with signature sponsor, Choice Hotels Canada, calls for Canadians to sport their PJ’s on Friday, November 23rdSleeping Children Around the World (SCAW), a 100% charity, is asking Canadians to help raise awareness and funds by participating in the third annual Sleep Day on Friday, November 23rd. With a small donation, wear your pyjamas to work or school and share your photos on social media using #SleepDay, with all proceeds going directly to the purchase of bedkits for upcoming distributions in developing countries. Sleep Day is generously supported by signature sponsor, Choice Hotels Canada, and with sponsorship from Sleep Country Canada.Sleep Day is a national call to action in support of the charity started by Murray and Margaret Dryden, founded 48 years ago. In the past two years, Sleep Day participants have collectively donated 1,296 bedkits that have provided hope and joy to children living in poverty. A global community of partners and volunteers, SCAW has transformed the lives of over 1.5 million children in developing countries through bedkit distributions.SCAW encourages workplaces and schools to participate on November 23rd with employees, faculty and students donning their pyjamas all day for a small donation and post photos and updates on their social media outlets using #SleepDay. Employees can donate a minimum of $5 each and $2 for every participating student. Engaging employees, school faculty and students by creating a fun Sleep Day event such as a potluck, best PJ contest or pancake breakfast is highly encouraged. For more information on how to engage your workplace or school, and educational resources, visit, www.sleepday.ca.“At Sleeping Children Around the World, our goal is to bring hope and joy to every child and provide them with a comfortable night’s sleep,” said Maurice Kowanetz, Chair of Sleeping Children Around the World. “We are excited for our third annual Sleep Day event to raise awareness of our mission that children not only deserve good quality sleep, but that sleep is vital to a child's development and health.”SCAW is pleased to announce Choice Hotels Canada as the signature sponsor for Sleep Day. “For the past 25 years we have been in the business of providing our guests with a good night’s sleep which is why it was easy for us to get behind Sleeping Children Around the World’s mission of giving every child the gift of sleep,” said Brian Leon, Managing Director, Choice Hotels Canada. “Sleep Day gives us an opportunity to engage our hotels in a fun way while raising funds and creating awareness for a great organization doing such important work. As part of our 25th anniversary celebrations, this year Choice Canada will be matching up to 25 bedkit donations per week made through our social media channels throughout the month of November, we believe together we can make a difference in a child’s life.”“We are extremely proud to continue our support of Sleep Day,” said Christine Magee Co-Founder, Sleep Country Canada. “We truly admire the work Sleeping Children Around the World is involved in, including providing bedkits to children in need to help them achieve a better night’s sleep.”Every Sleep Day donation helps support Sleeping Children Around the World develop much needed bedkits for children in developing countries. Just $35 is needed to create a bedkit which consists of a mat or mattress, a mosquito net to combat the threat of malaria and other vector-borne diseases, schoolbag and school supplies, clothing and footwear. Whether you're a big company, a small community organization, or a local school, every pair of pajamas worn on Sleep Day helps a child in need receive a better night's sleep. With sleep, the promise of a better tomorrow is realized....
See the full article
2018-11-01
Nine years out, Los Angeles 2028 Olympic organizers to begin selling sponsorships
In two months, Los Angeles 2028 will launch the largest single sponsorship sales effort in American sports history.Its target: $2.5 billion in domestic deals, an expression of Chairman Casey Wasserman’s confidence that corporate America will eagerly underwrite the first American Summer Games since 1996 at a handsome premium.The number is attention-grabbing, but it is not unreasonable. Tokyo 2020 organizers already have eclipsed $3 billion, and the International Olympic Committee has signed five new global sponsors in the last four years at big increases. Still, there are many headwinds.LA28 will compete for corporate money with the 2026 FIFA World Cup, celebrations around the 250th birthday of the United States and the emerging world of esports and gaming, not to mention all of the leagues and college properties. Olympic sponsorships include few of the standard assets typically sold across American pro sports. And the opening ceremony is more than nine years away — twice as long as the tenure of the average CMO.“This is by no means a slam dunk,” said Michael Lynch, the former Visa Olympics marketer who now heads global sports and entertainment consulting for Nielsen. “$2.5 billion is a big number, and it’s going to be a big number for many of the companies that have historically supported the U.S. Olympic movement.”In 2017, domestic sponsors and licensees such as Nike and Hershey paid the U.S. Olympic Committee $55.3 million for the rights to Team USA, which would work out to $221 million for the current four-year Olympic cycle. To hit its goal during the 2021-28 period in which a USOC-LA28 joint venture will hold the combined rights, the JV will need to get nearly six times that for each of the two quadrennials.The IOC’s decision to award the 2028 Games four years earlier than normal puts things in a new light. Kathy Carter, recently named chief revenue officer of LA28, will have to help brand marketers show a return on their investments years before the Games even enter the public consciousness.“Brands will be challenged to think about funding and activating something that big and far away,” said 21 Marketing partner Tom Shepard, the former longtime head of global sponsorship for Visa. “It will take very forward-thinking brands and a very forward-thinking sales effort.”The sponsorship packages include rights to Team USA for the Beijing ’22 Winter Games, the Paris ’24 Summer Games and the to-be-assigned ’26 Winter Games, but 2028 is by far the biggest asset. To get comfortable with the long-term deals and price hikes, brands will need to believe they can generate value annually.Wasserman thinks the longer lead time ultimately will be helpful.“We’ve got the first Summer Olympics in the United States in a generation coming to one of the most important global cities, with a time horizon that no one’s ever had,” Wasserman said. “Those things create a good environment.”In interviews with 19 senior sports marketers, two primary questions emerged: To what extent will brands spend money on the Games that wasn’t already in a marketing budget? How will sponsors be able to extract an immediate and continual return when the main payoff is so far away? The onus is on LA28 to convince potential sponsors that the Olympics are a generational touch point, not just one more on a long list of available properties.“Something’s going to have to give for everybody,” said Phil Pacsi, recently retired after 36 years in marketing at Bridgestone, a global Olympic sponsor since 2014. “Everybody can’t afford to be in many places at one time, especially when you’re looking at the Games and price tags like this.”Bolstering Wasserman’s confidence is the strong track record of U.S.-hosted Olympics. In 1984, Los Angeles organizers revolutionized Olympic marketing with exclusive categories and corporate naming rights on Olympic venues, which generated a rare budget surplus. Both the 1996 Atlanta Summer Games and the 2002 Salt Lake City Winter Games set records for total sponsors. Atlanta holds the Olympic record for attendance.“The historical performance on the commercial stage of the Olympic Games in the U.S. has demonstrated the passion,” said Dave Mingey, managing director of the North American consulting unit of CSM Sport & Entertainment, which represents global Olympic sponsors Visa, Atos and Dow. Momentum Worldwide, which built its business on longtime Olympic sponsor Coca-Cola’s activations, generally advises clients not to sign long-term deals. But this may be different. “For brands, the fact that they are coming back to America is massive,” said President and CMO Kevin McNulty. “I am optimistic on them meeting that [$2.5 billion] goal largely based on the history in L.A.”Even for those enthusiastic about the Games, Olympic sponsorships are notoriously costly and challenging to activate. By definition, the Olympics have no regular season in which to embed fans day-to-day. Its deals usually don’t include media time, access to data, branded content, guaranteed impressions, or any of the other assets now commonplace in big American deals. Activation can cost as much as the rights fee.“It’s some of the most valuable intellectual property in the world,” said Bob Heussner, CEO and founder of StrongBridge Sponsorship, who used to advise Olympic sponsors Liberty Mutual, BMW and Samsung. “For everyone in the Olympic world, it’s about activation. And that requires a significant amount of [additional] cash.”There’s more optimism than skepticism in the sponsorship community. Yet, a walk-up of nine years is largely untested. Outside of naming rights and other founding sponsorships for new arenas or stadiums, few sports sponsorships of 10 years or more have been offered, much less sold.LA28 declined to discuss its plans in detail, but industry experts say the key will be bundling and building: Inventing events and other assets that can be sold and activated along the way to 2028.There’s plenty to work with — after all, the 33 sports that comprise the current Summer Olympic program collectively touch millions of Americans. They just aren’t packaged together very often. “It will require a nationwide commitment to the Olympics on an ongoing basis,” Lynch said.New inventory is key, otherwise, “They’ll be selling rights to use marks and designations, and that business is just not as impactful,” said Darren Marshall, executive vice president of consulting and research at sports marketing agency rEvolution. “Unless sponsors can really add value to that or to the fan experience, it’s all a bit too vanilla.”“If you’re able to put forward a credible eight-year program that’s got real marketing substance in there, then the money question changes,” said Michael Payne, a former IOC marketing director and architect of the Olympics’ global TOP sponsorship program.“It’s one thing to say to a company, ‘You’re going to invest $300 [million] to $400 million’ and they’re thinking it’s pretty end-loaded, and another thing to say, ‘No, you’re investing $30 [million] to $40 million each year, and there’s sufficient substance to justify that,” Payne said.Updating sponsorship assets also will be vital. The most obvious additions — camera-visible signage and on-athlete signage — currently are severely limited by the IOC. Everyone involved expects digital and social media elements will continue to increase in importance and impact, likely becoming the most critical sponsor inventory.“By the time 2028 rolls around, they will naturally have built a more sophisticated model that will be broader and deeper,” said Andy Pierce, North America president and CEO of Lagardère, which represents Bridgestone and former USOC sponsor Citi. “Across our agency, we are already thinking about assets differently.”Sponsors have an insatiable demand for content for their own social channels and ad campaigns.Since 2015, both the IOC and USOC have invested heavily in launching the Olympic Channel and creating original content for the platform, but sponsors have, by and large, not been impressed by the audience it’s delivering so far. Historically, Olympic sponsorship deals don’t include content at all, said Terrence Burns, executive vice president of global sports at Engine Shop and a veteran marketer for past Olympic host committees, bid cities and sponsors.“That’s got to [change],” Burns said. “It has to happen to get to the numbers they want to get to. … Every brand we work with is hungry for one thing: content. … It’s a huge challenge to Olympic properties.”In an interview prior to starting at LA28, Carter acknowledged that possible sponsors will have high expectations at the price and contract length they’re seeking, but she said the committee is eager to think differently. “I think we’ve got the ability, given the joint venture and the great partnership between LA28 and the USOC, to reimagine how those packages are really brought to the marketplace,” Carter said. “But I think we’re also going to hear a lot from clients, because there’s a ton of experience out there.”Athletes have won some relaxation to the anti-commercialism rules in recent years, and they likely will ease further by 2028. On the corporate side, most don’t think the IOC will ever allow a host to use corporate names on venues. One of the biggest competitors to LA28 for sponsor dollars is the new NFL stadium in Inglewood, which will open as the home of the Rams and Chargers eight years before it hosts the 2028 Olympic ceremonies. One interesting question: Can LA28 find a way to generate value from Olympic venues without violating IOC rules? (Legends, hired by LA28 as a sales agency, is also selling the stadium.)“From the time we were putting together the TOP program, there was always debate about branding at the venues,” said Chris Renner, former president of Europe and Asia for Olympic consultancy Helios Partners, now the CEO of World TeamTennis. “I still don’t believe it’s necessary. In some ways it could be counterproductive.”Veteran Olympic marketer Jeff Bliss, once the director of corporate relations for the 1984 Los Angeles committee, said the most value will come from tools more modern than branding. “Half or more of value in those sponsorships should be driven by data and that will only increase,” he said.One early new asset for LA28’s sales efforts could be the Games-funded effort to pay for uniforms for every youth sports program in Los Angeles starting in the fall of 2019. Officials won’t say for sure if it will be sold, but it will be among the first major examples of LA28’s logo and Olympic rings appearing in day-to-day life in Southern California. LA28 also could work with individual sports governing bodies to bring new events to Southern California or otherwise leverage their network of national competitions. In May, for instance, USA Triathlon announced a new annual race in Long Beach intended to build a public following for the sport in Southern California.Likewise, LA28 could find ways to generate sponsor value out of international sports federations’ events. Eventually, all federations will run “test events” in the Olympic venues in the year prior to the Games, but if a schedule of major international Olympic-related events could be developed in the out years, it would make it that much easier for LA28 to convince sponsors to buy in now.Los Angeles ’28 and Paris ’24 also could jointly sell sponsorships, which could add valuable hospitality assets four years earlier.Talk of bundling sponsorship sales with Paris 2024 is gaining steam, Wasserman said this summer, at least in categories that provide operations, infrastructure or technology solutions to organizers. Such a bundled package would be a first in the Olympics, creating a new tier below the global level that would include exclusive rights to consecutive major-market Summer Games and the French and American teams.Details on how exactly L.A. and Paris would share revenue and obligations are still to be developed, but access to Paris ’24 assets could emerge as a major selling point to brands, consultants said.LA28 still is developing the framework of its offering. IOC representatives were in Los Angeles earlier this month, hashing out which categories are available. Before Los Angeles agreed to take the ’28 Games, the committee’s budget for the 2024 Games envisioned at least 10 top-tier sponsors each paying about $100 million, with two other tiers below that worth $40 million and $10 million, respectively. That document is out of date, LA28 officials say, and domestic deals recently signed by the organizers of Beijing ’22 and Paris ’24 suggest some sponsorships could be sold for $200 million or more, particularly in light of LA28’s unique position of selling rights to four Olympic Games.“Look at the [sales] success in Tokyo,” said John Shea, president of marketing and events at Octagon, whose clients include USOC sponsor Dick’s Sporting Goods. “Brands need to align with major global opportunities. There are only so many and that should move the market.’’Adam Lippard, head of global sports and entertainment consulting at GMR, which represents General Electric and other Olympic sponsors, is also bullish despite the troubles that have roiled Olympic sports. “If you look at … how sponsorship spending has evolved, it’s been on a northerly trajectory and it feels to me like the pie keeps getting bigger,” Lippard said. However, he and many others caution against expecting Los Angeles to match Tokyo 2020’s $3 billion in sales in a different culture. “I do not believe this is going to be Tokyo, where you’re getting political-national pressure to support the number. These are deals that are going to be extremely scrutinized,” Lippard said.The IOC’s success at the global tier is a bit of a double-edged sword. That money gets distributed globally, but it can undercut domestic efforts. Insurance would have been one of LA28’s best revenue opportunities, along with retail banking and beer, but the IOC signed Allianz to an exclusive global insurance sponsorship in September. The so-called “new money” is also a key variable. Can LA28 sell sponsorships to companies that infrequently invest in sports, specifically West Coast tech giants like Facebook, Apple, Google and Salesforce or even Spotify, Netflix or movie studios?“It’s going to be driven by what new money comes in,” said Jan Katzoff, former GMR consulting head, now an adviser to Engine Shop.The entire technology sector is complicated by complex, narrowly drawn categories, and uncertainty. At the global level, Alibaba owns cloud computing; Intel owns virtual reality, drones and 5G connectivity; Visa owns payments; Samsung owns mobile phones; Panasonic owns audio-visual equipment. Also, most of those deals are up for renewal before 2028.Insiders say brands will have to be comfortable with a different understanding of exclusivity.“You could see brands buying content or platform rights, instead of category definitions,” said John Kristick, president of Premier Partnerships and former executive director of the bid committee for the 2026 FIFA World Cup in Canada, Mexico and the U.S. “You saw a lot of innovation happen with the U.S. Olympics in 1984 and 1996. I really believe coming back to this market with these kind of North Star events inevitably pushes the limits.”Added Shepard, “You’ll see less of what we call ‘carpaccio marketing,’ where categories were being cut thinner and thinner. It has to be more about owning platform ideas or concepts than categories.” Article by Ben Fischer and Terry Lefton  as posted on Sports Business Journal...
See the full article
2018-10-31
$764.5 Million: What Alcohol Beverage Brands Spend Per Year On Sports Sponsorship
A total of $764.5 million is spent on sport sponsorship an annual basis by the thirty leading alcohol beverage brands,  with Bud Light as the top spender. That figure arises after digging into 281 active deals in the space, 89% of which are between sports entities and beer brands.The aforesaid data is provided by Sportcal, a sports market intelligence company. In its report, Sportcal further revealed that the top ten alcohol beverage brand spenders account for 87.6% of the estimated $764.5 million in annual sports sponsorship spend and roughly 55% of the 281 active deals. Thus, they are averaging approximately the same number of deals as the next group of brands, but are spending much more money in consideration for what the sports entities are offering.Bud Light is the biggest spending brand by a large margin. It is believed to spend approximately $250 million per year, which would represent 35.2% of the total global alcoholic beverage sports sponsorship spend alone. The brand’s spend is boosted by deals with the National Football League and England’s Football Association. Its deal with the NFL was renewed in 2015 to last through 2022 in exchange for $1.4 billion.Following Bud Light is Heineken ($118.3 million annual spend), which represents 16.7% of the category’s annual spend on sport sponsorships and 11% of the deals in the space. The 11% share of all deals makes Heineken the leader in deal flow within the space. Its deals with the UEFA Champions League and Formula 1 help push Heineken into the second position.After that is Budweiser ($84.4 million annual spend and 7.1% of all active deals) in the third spot, Amstel ($64.1 million annual spend) in fourth and MillerCoors ($59.5 million annual spend) in fifth with regard to sport sponsorship spend.The top thirty alcohol beverage brand sport spenders are heavily focused on putting their money to work in Europe. 59.1% of the sport sponsorship money flows to that continent, followed by North America at 20%. Europe maintains such a powerful position despite France having legal restrictions on alcohol advertising.Additionally, brands are very interested in single market deals, making up 84% of the spend, as opposed to continental or worldwide partnerships, which account for 16%. The United Kingdom market is the most active among individual countries with 27% of sport sponsorship deals across the world.Of the sports considered by brands, soccer easily leads the pack in deal share. A whopping 49.1% of the deals brokered by alcohol beverage companies in sport were in association with soccer.Overall, Sportcal identified a total of 716 deals within the beverage industry in connection with sport. 60.8% of them, not covered here, are with non-alcohol brands.Article by Darren Heitner as posted on The Sports Biz...
See the full article
2018-10-29
FirstOnSite Restoration announces title sponsorship of TradesWomen series
FirstOnSite Restoration, Canada’s largest independent restoration company, today announced its title sponsorship of the Tradeswomen Spotlight at the 2018 Trades Expo in Surrey, British Columbia. FirstOnSite will be at the Expo, which takes place from October 25 to 26, inviting jobseekers to learn about the industry and how to become a member of its growing team.“The Trades Expo is an amazing opportunity for job seekers – male and female – to come and talk to us firsthand and learn more about the restoration industry and our growing team. We have more than 60 women working with FirstOnSite in the B.C. region alone and we are excited to be supporting the Tradeswomen Spotlight.” said Erik Hecht, Director of Operations, B.C., FirstOnSite Restoration. “The majority of our leadership team came up from the field in trades, myself included, and we see it as an excellent opportunity for a great career helping people in times of crisis, with lots of opportunities for advancement. “While many industries may be dwindling, one that is growing is the restoration business. Restoration specialists have had their hands full as many Canadian communities have been on alert. Currently an industry worth $210 billion in North America, restoration specialists are set to be more in demand due to the increasing intensity of disasters, aging infrastructure and the increase in water damage.The Tradeswomen Spotlight gives attendees the opportunity to meet the women on the front lines of trades professions. Women represent 50 per cent of the population and there are an estimated 123,000 jobs available in the trades over the next five years as Generation X is set to retire. The opportunity for women to join a profession where they can own their skills, have long-term job security, and earn great wages has never been better than now.The Trades Expo and FirstOnSite welcomes students, newcomers, and adults who are interested in the trades to stop by booth #320 and speak to leadership and field staff about the growing industry and job opportunities available across Canada....
See the full article
2018-10-26
Price set for Woods vs Mickelson as Capital One announced as title sponsor
One-off clash thought to be first televised pay-per-view golf event in US history.Tiger Woods’ one-off US$9 million clash with Phil Mickelson – labelled ‘The Match’ – has secured US-based bank holding company Capital One as its title sponsor.The landmark golf event – produced by Turner Sports after US media company WarnerMedia signed a worldwide rights deal – is thought to be the first televised pay-per-view golf product in US history, with a recommended retail price of US$19.99 announced by Turner.The head-to-head competition takes place on 23rd November at 3pm Eastern Time at the Shadow Creek course in Las Vegas, and will be hosted by MGM Resorts International.As part of the agreement with Capital One, the banking firm will work alongside Turner Sports on creating digital and broadcast integrations in the build-up to and during the event, as well as having cardholder access opportunities for the event.Capital One has also been named the official bank and credit card as part of its agreement with ‘The Match’, as well as B/R Live’s preferred payment card. Capital One cardholders will also receive a one-time 25 per cent discount off B/R Live’s live coverage.‘Capital One’s The Match’, as the exhibition event has been christened, will be available through Turner’s B/R Live over-the-top (OTT) live-streaming service, and via California-based sister network DirecTV. Turner Sports will also serve as the contest’s exclusive sales and sponsorship partner.Pay-per-view access will also be distributed to other operators including Comcast, Charter, Cox, Verizon and Altice in the US. In Canada, it will be distributed to Rogers Communications, Shaw and Bell Canada. Turner International will manage the distribution of live access of the 18-hole event beyond North America.Turner Sports will produce all pre, post and live event coverage to distribute across its various verticals including the House of Highlights social media strand. HBO Sport’s ‘24/7’ reality programmes will also air shoulder content.Meanwhile, German automaker Audi has been named the official automotive partner of the contest, while telecommunications giant AT&T has been announced as the official wireless and data services partner. As part of that arrangement, AT&T will present drone coverage at the Shadow Creek course.The winner of the event between the two iconic golfers, who hold 19 major titles between them, will receive US$9 million, with an additional set of in-game challenges – such as a longest drive competition – raising money for charity.Article by Nick Friend as posted on Sports Pro....
See the full article