Heineken locked in a long-term partnership that extends is run with Major League Soccer, marking a five-year renewal to serve as the Official Beer of MLS. As part of the renewal, Heineken will continue to sponsor Rivalry Week, which spans Aug. 22-26. “Soccer has been a crucial platform for Heineken across the globe with multiple league, team and championship game sponsorships. In the U.S., our partnership with MLS has helped drive the sport’s rapid expansion and growing popularity,” Heineken SVP of marketing Felix Palau said in a statement. “Our partners at MLS are some of our most important globally, and we can’t wait to continue bringing fans closer to the game they love, with a Heineken in hand
Reese’s and the NCAA are celebrating ten years of the brand’s partnership in March Madness, with activations that have included Reese’s Final Four Friday and Reese’s National Association of Basketball Coaches College All-Star Game. This year, Reese’s will hit Final Four weekend by continuing its support of the U.S. military through a community event in partnership with Wounded Warrior Project as David “The Admiral” Robinson and Reese’s NABC College All-Star Game players will distribute 200 Easter baskets to veterans and their families. Reese’s Final Four Friday on March 30 where fans can experience entertainment throughout the day, including during the Final Four team practices, the Reese’s NABC College All-Star game and other Reese’s experiences.
Tennis champ Sloane Stephens officially joined the new Built with Chocolate Milk campaign as the Grand Slam champion showcases her “game-changing approach to training, performance and post-match recovery.”
T-Mobile is warming up for MLB’s Opening Day, detailing plans to offer a free year’s subscription to MLB.TV and the MLB At Bat app’s premium features on March 27, valued at $115.99. In addition, the MLB-themed giveaway week will see fans given the chance to win an all-expenses paid dream trip to the 2018 MLB All-Star Week in DC. “Going to bat for customers is what we do, and our customers LOVE baseball…so we’re bringing them home a win next T-Mobile Tuesday,” said John Legere, President and CEO of T-Mobile. “Last year, Un-carrier customers streamed more than 1.3 million hours of baseball with MLB.TV thanks to the nation’s most loved wireless company, so we’re doing what we do, giving them more of what they want…that’s how it should be, and we won’t stop!”
Astralis inked a partnership with eSports.com in a move to “secure both parties massive and creative exposure and include a range of new ways of activating a partnership deal,” said Jakob Lund, Co-Founder of RFRSH Entertainment, noting “Over the past 16 months, Astralis has grown to become a major eSports brand, and we are continuously investing to develop new and unique content around the brand. This is something we will exploit further with eSports.com who has shown a great commitment to the partnership by contributing to the biggest ever partnership for both Astralis and RFRSH Entertainment.”
The next edition of ELEAGUE | TEKKEN Team Takedown on TBS will explore how player Stephen “Speedkicks” Stafford uses analytical tactics against opponents in the fighting game. The second of four episodes – Semifinal Showdown – will air following the network’s live NCAA March Madness coverage.
The Saudi Arabian Federation for Electronic and Intellectual Sports and Global eSport Resources (GER) announced their partnership agreement in a move that calls for GER, a global eSport strategy, planning and execution company, to launch and develop, on behalf of and in conjunction with the Saudi Federation, a domestic and international Saudi eSport Industry. The agreement calls for the development of ongoing local competitions, integration of possible esport international franchises, development a Saudi national team, conducting a FIFA tournament in April, and creating a marquee Saudi international tournament in late 2018 with a multi-million dollar prize pool hosted by the Saudi National Team and broadcast live to a worldwide audience.
Raptors/Cavaliers on ESPN at 7p.
