SPONSORSHIP & PROMOTION
NBCU spoke with reporters to discuss the company’s upcoming one-two punch of Super Bowl LII and the Winter Olympics. Execs stated that the company projects to reel in over $1.2 billion in ad revenue from both programs. Company EVP Dan Lovinger stated that ad sales are “brisk” for both with Super Bowl spots now running “north of $5 million” and likely to bring in $350 million from in-game advertising in addition to pregame and postgame ad revenue. Meanwhile, Lovinger said he expects ad revenue for the Pyeongchang Olympics to best 2014 numbers, hitting the mid-$800 million range.
Speaking of the Winter Games, Kellogg’s announced its continued sponsorship of Team USA and introduced the 2018 Team Kellogg’s roster of U.S. Olympic and Paralympic hopefuls joining its lineup of athletes. The 2018 roster includes figure skater Nathan Chen, snowboarder Kelly Clark, ice hockey player Meghan Duggan and Paralympic snowboarder Mike Schultz. “We’re thrilled to welcome this group of accomplished athletes to Team Kellogg’s,” said Sam Minardi, director, brand marketing, Kellogg Company. “As they share their personal motivations while training for the PyeongChang Games, we hope Americans are inspired to focus on their own everyday inspirations as they work toward achieving their potential.”
The World Series saw Mastercard and MLB team up to deliver a special Stand Up To Cancer message through augmented reality. Through an AR experience, Houston Astros shortstop Carlos Correa thanked fans for helping Mastercard raise $4MM for SU2C over the summer and announced that Mastercard would be making an additional $100K donation to help the fight against cancer. Correa then encouraged fans to stand up and raise their placards together for someone who has been affected by cancer during the “I Stand Up For” placard moment at the bottom of the fifth inning.
The European League of Legends Championship Series will shift to a franchise model in 2019, echoing its North American counterpart. Riot will start taking applications for permanent partnership from existing ownership and interested outside parties next year, with both the number of available spots and the buy-in price still not determined. The European League Championship Series will remain in Berlin and will move to a single-game, double-round-robin format starting in the new year. Relegation and promotion from and to the league has been removed from the 2018 midseason with the European Challenger Series set to be canceled.
Speaking of franchises, Blizzard unveiled branding details for the New York franchise of Overwatch League. The team, owned by Sterling VC, will be known as the New York Excelsior and is inspired by the “everyday heroism of New York. “The team nickname will be NYXL and sport a flag logo representing different people, cultures, and ideas coming together.
Troika named Tony Kadillak as Business Development Director. He will be responsible for developing new business and supporting the strategic growth of the company as well as working with clients to cultivate business solutions. Most recently, Kadillak was Director of Business Development at entertainment branding agency, Loyalkaspar, where he developed key relationships with brands, including NFL Network, USA, Syfy, and E!.
Astros/Dodgers Game 6 on FOX at 8p.