Lexus detailed its Super Bowl plans, releasing a 60-second extended digital version of its ad, which was created in partnership with Marvel Studios’ film Black Panther, which open on Feb. 16. The spot is titled “Long Live the King” and pairs the luxury sedan 2018 Lexus LS 500 F SPORT with the Black Panther, played by Chadwick Boseman. A 30-second version of the ad will air during the third quarter of the Super Bowl. “There is an authentic match between the duality of both the Black Panther and the LS. The spot utilizes the Black Panther’s life as a Super Hero and as royalty to show the two sides of the LS: performance and luxury,” said Cooper Ericksen, Lexus vice president of marketing. “The stars aligned for this Super Bowl spot, with Lexus launching our flagship sedan and audiences primed for Marvel Studios’ highly anticipated release ‘Black Panther.’ Uniting LS with Black Panther on advertising’s biggest stage was an opportunity we couldn’t pass up.”
Bridgestone Americas, Inc. announced its support for US Olympian Erin Jackson (long track speedskating) ahead of the Winter Games. The partnership with Bridgestone marks Jackson’s first endorsement deal as an Olympian. In addition to providing financial support and access to cutting-edge Bridgestone products and technologies, the partnership also is helping ensure Jackson sees a few familiar faces in South Korea.
ESPN saw its 11th annual V Week for Cancer Research set a new record, raising more than $4.5 million for the V Foundation for Cancer Research. That marks a 17% rise over the 2016 total of $3.8 million. All proceeds raised go directly to cancer research and related programs.
World Surf League and Facebook inked a partnership that makes the social media platform the exclusive digital home for the top live events in surfing in 2018 and 2019. Content includes all elite men’s and women’s Championship Tour events, the Qualifying Series 10,000 and Big Wave Tour events, as well as the World Junior Championships. The League produces 800 hours of live content a year across multiple disciplines, which will be available on WSL platforms alongside Facebook.
The LPGA Women’s Network is officially open, launched at the 2018 PGA Merchandise Show. LPGA partners Dow, Kia Motors America, KPMG and XL Catlin have all pledged their support for the LPGA Women’s Network, which aims to be the biggest and most active online forum for female golfers of all skill levels and backgrounds. The network features articles and op-ed pieces from key names and thought-leaders in the world of golf for women, among them LPGA and World Golf Halls of Fame members Annika Sorenstam and Nancy Lopez; Susan Fornoff, the founder of GottaGoGolf; Anya Alvarez, a former LPGA and Symetra Tour player turned journalist; and Abbey Algiers, a writer who uncovers the deeper life lessons that can be learned from the game.
Monday will see ESPN debut its first episodic digital show that will be streamed three times per week exclusively on Facebook Watch. First Take: Your Take will “tailor ESPN’s popular First Take television program to Facebook’s new social video platform with content that incorporates viewer interaction and engagement.” The show’s exclusive content will begin on Mondays with traditional studio segments, after which viewers will be able to share their own takes by uploading their videos on Facebook, some of which will then be packaged into the show’s episodes on Wednesdays.
ESPORTS
The NBA 2K League unveiled plans for its Combine, which serves as the next stage of qualifying for the organization. The event will run from Feb. 2-21 and feature a player pool of 102 to allow for roster flexibility. o The combine will now identify the top 102 players. The combine will consist of 5-on-5 gameplay, with each participant competing with, and against, nine other qualifiers in full games. All players need to complete 40 games in one position during the combine and during the combine, the league will measure high-level stats such as points, rebounds and assists, as well as more in-depth stats such as shot release time, pass to assist and block efficiency. Following the combine, all player information will be evaluated and used to determine the top 102 players available for the draft.
Speaking of the NBA’s esports league, Splyce and the Boston Celtics unlocked a new partnership for the upcoming organization. Splyce and CLTX Gaming will work together to build out the roster and player development, while assisting with the design and layout of the training facility and team living space in the Boston area. Splyce will also contribute to CLTX Gaming’s competitive analysis and gameplay strategy. “If there’s one thing that Splyce and the Celtics have in common it’s knowing how to win,” said Marty Strenczewilk, CEO and co-founder, Splyce. “As two organizations who are both competitively focused on Boston and have shown the ability to win multiple championships, the partnership was a natural fit. We could see right away that we’d mesh well as brands, and had the same goals – to win and create amazing fan experiences. I’m super stoked to be able to do that together in the 2k League this year.”
Octagon announced a slate of promotions within its North American Marketing and Events team. Among the roster changes will be Matt Malichio as Senior Vice President, Creative Director and Meredith Kinsman, Vice President of Digital Strategy. Meanwhile, Lindsay Wynalek was named Vice President.
Virginia/Duke on CBS on Saturday at 2p.
