Pringles is making its maiden voyage for the Super Bowl, announcing that the brand will launch its first-ever Super Bowl advertisement. Bill Hader will star in the 30-second spot, which will showcase ‘flavor stacking’, where consumers blend different flavors to create new ones. “The Pringles Super Bowl advertisement is an opportunity to show people a fun, new way to enjoy their favorite Pringles flavors with their family and friends. Whether there are four people at home or 30 people at your party, this idea’s ‘now why didn’t I think of that?’ spirit brings a whole new way to snack during the big game this year,” said Yuvraj Arora, senior vice president of marketing for Kellogg’s U.S. Snacks division.
Major League Soccer extended its partnership with Southern New Hampshire University for a new three-year term. SNHU will remain the official education partner of the league with the alliance designed to continue to allow all of the league’s players and coaches to pursue a degree online with the university in addition to supporting community-based initiatives.
USA Volleyball launched the USA National Beach Rankings, a platform deigned to serve as the premiere domestic outet for all beach volleyball results. This site currently features all junior beach rankings and in the coming months will show all adult rankings as well and features four levels of competitions: International, National, Zonal and Regional. “Our goal as USA Volleyball is to be the driver of collaboration in the beach community,” said USA Volleyball CEO Jamie Davis. “Building this all-inclusive ranking system is a critical step in achieving a united platform to support our talented athletes in their pursuit of excellence. The USA National Beach Ranking platform will be the most complete and inclusive system in the United States.”
ESPN Digital drew 93.1 million unique U.S. users in December 2017, marking its highest total ever for the month of December, and up 9% percent over December 2016. In terms of average minute audience, ESPN Digital generated 34 percent of the US digital sports category in December, up from 32% for the same month the previous year.
DraftKings announced that its new single game fantasy football product “Showdown” will be available to play during the Super Bowl. Fantasy contestants put together a lineup of any four offensive and two individual defensive players combined from the two teams competing in the Super Bowl. This addition of defensive players unlocks a unique game experience by introducing entirely new scoring categories and drafting strategies that are condensed within the single game format
The League of Legends North American League Championship Series inked State Farm as a new sponsoring partner for this year’s season as well as a North American sponsor of the 2018 League of Legends World Championship, Mid-Season Invitational, and All-Star Event. Ed Gold, Advertising Director at State Farm, said, “At State Farm, we have a long and proud history of partnering with sports leagues, teams, and their passionate fans. We’re so excited to become a part of largest esports community in the US with this NA LCS sponsorship and look forward to supporting LoL fans each week from the State Farm Analyst Desk.”
Speaking of LoL, Team SoloMid had its own pickup, locking in Dr Pepper to a new partnership deal. The agreement marks Dr Pepper’s first major esports team sponsorship.
Continuing the theme, Rocket Mortgage announced a sponsorship agreement with 100 Thieves in a deal that includes naming rights to a luxury gamer training house in California, with the 6,000-square-foot site now known as the “Rocket Mortgage Team House.” “The house enables 100 Thieves’ athletes to focus on developing their skills, while providing direct access to any resource necessary to ensure the team’s success, including sports psychologists, analysts, nutritionists and personal trainers,” Rocket Mortgage said in a statement.
Facebook looks ready to up its game in the sports space, hiring Peter Hutton, Eurosport to oversee negotiations for worldwide live sports streams, according to multiple reports, reporting to Dan Reed.
US Club Soccer appointed Mike Cullina as Chairman of its Board of Directors, replacing Phil Wright, who stepped down from the position he held since 2003. He will serve a term through February 28, 2021.
West Virginia/TCU on ESPN at 9p.