FOX Sports announced that the road to Russia for the World Cup will now go through Austin, as the company will host the FOX Sports House from March 9-12 at the 2018 South by Southwest Conference and Festivals. The activation will feature expert panels connected to social media, technology and viewership in sports and serve as a hub for some of FOX Sports’ innovative brand partnership announcements ahead of the World Cup this summer with the venue located in downtown Austin within walking distance of the Austin Convention Center at 318 Colorado Street. As a part of the house programming, Rachel Bonnetta will host a daily streaming FOX Sports show — a precursor to her Twitter show that’s set to air in Moscow during the World Cup this summer.
BTN is launching a new campaign centered on the Big Ten Men’s Basketball Tournament Presented by SoFi through the guidance of creative and media agency of record Fallon, and the creative work of Van Orton Design. Among the activations will be a pair of super towers, located at West 33rd Street and 7th Avenue, that showcase a design that blends “a distinctive Big Ten look and vibrant color scheme.” In Midtown, an “All Signs Point to BTN” art installation created by Fallon will reside in the plaza at West 48th Street and 6th Avenue, standing 20-feet high and displaying the distance to all 14 Big Ten Schools participating in the tournament on BTN. Throughout the week a branded double-decker bus will traverse New York City with official Big Ten Mascots as well as life-sized bobbleheads representing each university.
NASCAR and Axalta inked a multi-year agreement making Axalta the “Official Paint Partner of NASCAR.”As part of the partnership, Axalta joins the NASCAR Fuel for Business Council, bringing together an exclusive group of more than 50 Official NASCAR Partners to buy and sell products and services from one another. “Axalta is a category leader and we’re pleased to welcome them back to our diverse portfolio of Official Partners,” said Daryl Wolfe, Chief Sales and Partnership Officer, NASCAR and ISC. “This new agreement is largely in place due to the strong return on investment Axalta receives in the sport. This partnership will further complement that integrated approach and drive business for years to come.”
Roger Federer signed a multi-year extension of his personal endorsement deal with Mercedes-Benz. According to Forbes, the new deal is estimated to be worth $5 million. The tennis staple first partnered with the brand in 2008.
The Big 12 Conference is turning to FloSports to live stream the 2018 Big 12 championships for swimming & diving on FloSwimming.com, indoor and outdoor track & field on FloTrack.com, wrestling on FloWrestling.com, and gymnastics on FloGymnastics.com. The deal is an expansion of FloSports’ current agreement with the conference. Programming begins Feb. 21-24 with the Big 12 Swimming and Diving Championship in Austin.
Secret Golf launched a Player Channel for Brian Harman, currently sitting 21st in the Official World Golf Ranking. Harman, becomes the first southpaw on the Team Secret Golf staff. “With Brian’s win last year and almost a U.S. Open trophy as well, he has quickly become a crowd favorite for his toughness and incredible consistency. He is regarded on TOUR as a short game master and there is so much to hear and learn on his Player Channel,” said Steve Elkington, Secret Golf Co-Founder and 10-time PGA TOUR winner. “Brian was taught by a noted instructor, Jack Lumpkin who is an old school coach. He has amazing focus and clarity of his swing as well as his overall game and I think people are really going to like his channel.”
Capcom mapped out the road ahead for the Capcom Pro Tour, with plans set to include the debut of Street Fighter V: Arcade Edition as the primary title for the tour. Pro Tours will be divided into three categories: Ranking, Premier, and Evo with players get gaining points as they advance in each tournament, with Pro Tour point values now adjusted to reward winners of Premier events over those who attend Ranked events, with the first set to take place at Final Round 20 in Atlanta from March 16-18.
Team Dignitas is reportedly overhauling management, with ESPN writing that parent company Harris Blitzer Sports & Entertainment bought out David and Michael Slan, who remained with the team after HBSE acquired their Apex Gaming in September 2016, in addition to CEO Jonathan Kemp. Kemp was hired when the organization was acquired by HBSE in October 2016. 76ers Innovation Lab managing director Seth Berger will oversee the squad as their search for a new CEO.
The Olympic Channel will be turning its eye toward esports following the Winter Games. Executive Director Yiannis Exarchos told Reuters that the channel would work with partner Intel to expand the presence of esports. “We want to explore this direction. We have now a major player as a top partner of the IOC — Intel Corp — very much into esports precisely because Intel has a vision of seeing the Games delivered in a new, smarter and more engaging way.”
Women’s Downhill Skiing on NBC at 8p.