SPONSORSHIP & PROMOTION
Michelob ULTRA’s Super Bowl plans will include Chris Pratt, as the brand unveiled a new 30-second Super Bowl commercial starring the actor titled “The Perfect Fit.” The spot spotlights Pratt’s preparation for his first ever TV commercial. Michelob ULTRA will than air a second spot – “I Like Beer” – in this year’s game as well, featuring US Open Golf Champion Brooks Koepka, 11-time World Surf League Champion Kelly Slater and 2017 NYC Marathon winner Shalane Flanagan.
E*TRADE Financial Corporation is returning to the Super Bowl with a 30-second spot during the second quarter of the game. The spot highlights the “hypothetical, tongue-in-cheek consequences of an aging population working well into their retirement years” with the campaign set to include a series of video vignettes will be shared in real time during the game on Twitter, featuring cheers from the “Big Game Silver Squad,” a team of silver-haired all-stars and veterans of the cheer trade.
Hyundai announced that its Super Bowl LII campaign will pay tribute to the people who have contributed to the fight against pediatric cancer. For the first time ever, Hyundai will feature its non-profit organization, Hyundai Hope On Wheels, in its Super Bowl marketing with a 60-second spot that will air in the fourth quarter and include content captured on game day. Hyundai will also run a new spot in the pre-game show featuring its first-ever subcompact SUV, Kona.
United Airlines and the University of Southern California locked in a naming rights agreement to for the Los Angeles Memorial Coliseum. Under the 16-year agreement, the venue will officially become the United Airlines Memorial Coliseum beginning in August 2019 and support a $270 million project to restore and preserve the Coliseum and upgrade its facilities.
Alibaba Group previewed its first Olympic-themed advertising campaign as well as its on-site plans ahead of the Winter Games, which mark Alibaba’s first Olympic Games as a TOP sponsor. Starting on Feb. 1, Alibaba will officially roll out its “To the Greatness of Small” campaign across channels in key markets around the world while the Alibaba Olympic Showcase at the event will serve as a fully immersive, interactive and future-looking experience that will bring to life the idea of the “Olympic Games on the Cloud.” Visitors will be able to witness how Alibaba will leverage its technology, especially cloud-based solutions, to make the at-Games experience more enjoyable and efficient for all stakeholders.
DICK’S Sporting Goods announced today its official roster of athletes from its Contenders program who have successfully qualified for the 2018 Olympic Winter Games with 11 participants taking part. Names include Alex Rigsby (Ice Hockey), Carlijn Schoutens (Long Track Speedskating), John Shuster (Curling) and Jessika Jenson (Snowboard).
MLB and the Cleveland Indians are retiring the use of the Chief Wahoo logo on game jerseys and caps starting in 2019. The decision was made mutually by MLB and the team. “Major League Baseball is committed to building a culture of diversity and inclusion throughout the game,” MLB Commissioner Rob Manfred said in a statement. “Over the past year, we encouraged dialogue with the Indians organization about the club’s use of the Chief Wahoo logo. During our constructive conversations, [Indians owner] Paul Dolan made clear that there are fans who have a long-standing attachment to the logo and its place in the history of the team.
VSiN announced that Hall of Fame Broadcaster Brent Musburger will lead its live coverage of the Super Bowl with a focus on in-game wagering updates. This year’s coverage will include guests such as two-time Super Bowl champion Bryant McFadden and former NFL VP of Officiating Mike Pereira for VSiN’s 52 Special/In-Game Wagering Show. On Saturday, VSiN kicks off its special coverage with its signature shows. Coverage leads off with “Point Spread Saturday’’ with Matt Youmans and Jonathan Von Tobel at 8a, followed by “A Numbers Game” with Gill Alexander.
NFL Super Bowl MVP Von Miller is hitting Facebook with a new weekly comedy-variety show titled Von Miller’s Studio 58, from High Noon Entertainment and Von Miller Entertainment. The program will premiere on Facebook Watch tomorrow at 8p with eight episodes on deck.
Dailymotion announced a syndication partnership with the multi-platform sports network Stadium. The deal will see Stadium syndicate on demand sports highlights, original programming, daily studio programming, and more to Dailymotion’s content platform, available via mobile app, OTT, and desktop. To kick off the partnership, all week long, Stadium will provide Dailymotion viewers with in-depth news and analysis around the Super Bowl, including insight on the players, teams and predictions for the big game.
ESPORTS
State Farm has a new agency of record for esports, selecting ReKTGlobal following the agency’s guidance for the brand’s sponsorship of Riot Games’ NA LCS. ReKTGlobal will now look to provide “an integrated, long-term solution to help the insurance and financial company support, grow and develop the industry. “At State Farm, we have a long, proud history of partnering with sports leagues, teams and their fans,” said Ed Gold, Advertising Director at State Farm. “With ReKTGlobal, we’ll be able to engage esports fans in a more dynamic way and find creative and unique ways to bring value to the esports ecosystem.”
World Golf Foundation named Jay Monahan, PGA TOUR Commissioner, as WGF Chairman for 2018. “I look forward to continuing to work closely with the members of the World Golf Foundation in our efforts to find new ways to bring this great game to a broader, younger, more diverse audience,” said Monahan. “We are excited about the state of our sport and confident that with continued collaboration, we can ensure its future growth and success.”
North Carolina/Clemson on ESPN at 7p.
