Intersport locked in a deal with Dos Equis that makes the beverage brand the title sponsor of the inaugural 3X3U National Championship. This new event pits 32 four-man teams representing every Division I college basketball conference against each other as part of a three day, 3-on-3 tournament. Teams will be comprised of seniors who have exhausted their collegiate eligibility with a $100,000 prize pool on the line. The Dos Equis 3X3U National Championship will begin on March 30 with 24 pool play games streamed live on Twitter from 7p.
NBC Olympics is tapping BrightLine to provide the first Olympic interactive video advertising offering for its production of the XXIII Olympic Winter Games. Comcast’s Xfinity will also use BrightLine technology as the first advertiser to take advantage of the offering on NBCUniversal platforms for select ads during the games. These ads will also run on Apple TV, Amazon Fire and Android and Apple mobile operating systems and will showcase Xfinity capabilities.
The Madison Square Garden Company inked a deal with Jagermeister in a move that makes the imported liqueur an official sponsor of the New York Rangers. The sponsorship provides Jägermeister with premier brand integration and exposure throughout the remainder of the NHL season, and through the 2019-20 season, including brand presence at Rangers home games. Jagermeister will also be activating the New York Rangers marks at select retail locations throughout the tri-state area.
NASCAR locked in a partnership with Digital Ally to become “A Preferred Technology Provider of NASCAR.” As part of the new relationship, Digital Ally will provide cameras that will be mounted in the Monster Energy NASCAR Cup Series garage throughout the season, bolstering both NASCAR’s commitment to safety at every race track, as well as enhancing its officiating process through technology.
PepsiCo extended its partnership with UEFA. The company will continue to sponsor the Champions League for another three years with six PepsiCo brands set to be activated including Pepsi Zero Sugar, Lay’s and Gatorade.
NBC Olympics and in-home fitness and technology company Peloton to live stream indoor cycling classes from NBC Olympics’ broadcast studio in PyeongChang during the Winter Games. Peloton will host four classes during the Games, which will mark its first-ever broadcast outside its NYC studios, and will give its members the opportunity to ride alongside NBCUniversal talent and retired Olympians.
FloSports and BTN penned an agreement that will provide comprehensive live coverage of the Big Ten Men’s and Women’s Indoor Track and Field Championships on FloTrack and on BTN Plus. The deal is an expansion of FloSports’ multi-year agreement with Big Ten Network to provide live and on-demand coverage for more than 1,000 non-televised Big Ten events and will see, for the first time, the Big Ten Indoor Track and Field Championships aired in its entirety.
FOX Sports launched a new weekly soccer podcast, Alexi Lalas’ State of the Union, expanding its digital offerings and podcast portfolio ahead of the World Cup this summer. For its first episode, FOX Sports presents a special edition dedicated to the upcoming US Soccer Presidential election. New eps premiere every Tuesday at 5a on iTunes with Lalas joined by David Mosse and a rotation of FOX Sports on-air personalities and other top newsmakers.
Razer locked in a sponsorship of Overwatch League team the Seoul Dynasty as well as a two-year partnership with KSV eSports. The deal will see Seoul Dynasty’s players using Razer’s esports grade peripherals in all their 2018 training and tournament activities. As part of the sponsorship deal, Razer will supply mice, keyboards, headsets and surfaces to both KSV eSports and Seoul Dynasty teams.
NBC Olympics’ coverage of the Winter Games from PyeongChang opens tonight at 11p on NBCSN with the debut of mixed doubles curling along with men’s downhill alpine skiing training.
