The PGA TOUR and Anheuser-Busch locked in an extension that continues Michelob ULTRA’s designation as the “Official Beer Sponsor of the PGA TOUR and PGA TOUR Champions” through 2020. Michelob ULTRA will maintain “a significant presence” at more than 45 tournaments on the PGA TOUR, PGA TOUR Champions and Web.com Tour as well as expand its onsite fan engagement by adding more tournament stops for its mobile Build-a-Bar while the ULTRA Club will be activated at five tournament locations in 2017. “Through more than 15 years as a PGA TOUR sponsor, Michelob ULTRA has been extremely creative and effective in maximizing our relationship by developing consumer programs and campaigns that fully engage golf fans, both on and off the golf course,” said Brian Oliver, Senior Vice President of Sponsorship and Partnership for the TOUR. “We are extremely pleased to announce the extension of this terrific relationship and look forward to continuing our collaboration with such a valued partner.”
Speaking of golf, THE PLAYERS Championship is making a run for the young ones, teaming with Nickelodeon to bring new, family-friendly tournament activities to the McKenzie Noelle Wilson Foundation Kid Zone at TPC Sawgrass from May 9-14. The area will feature the Nickelodeon experience, an interactive destination for kids and families attending the event that includes the SpongeBob SquarePants mini-golf challenge and the Teenage Mutant Ninja Turtles Puttskee, the chance to get virtually slimed, meet characters and more. Meanwhile, Nickelodeon will showcase the fun as part of the “NickSports Presents Golf Rocks Weekend” from May 12-14 on Nicktoons and hosted by Nick star Breanna Yde.
In agency news, Creative Artists Agency is partnering with China’s CMC Capital Partners to create CAA China, described as a world-class media and entertainment platform that “combines the expertise and vast resources of CAA with the broad reach and network of CMC in Greater China.” The company will focus on new business and client opportunities in the growing Chinese market, ranging from talent representation, endorsements, and sports, to digital media, music, and original content production.
Meanwhile, CSE Talent acquired Arland Sports in a move to bolster its representation in the baseball ranks, naming Jason Wood as president. “Jason is a special talent who I’ve admired and watched voer the years as he’s grown Arland Sports,” said Danny Martoe, President, CSE Talent. “His approach to clients and how he handles himself has always made him stand out.”
Bloomberg writes that Amazon’s new deal to stream NFL Thursday night games includes as much as $30 million worth of marketing and promotion of the football league. Amazon will now promote the league across its platforms.
Minor League Baseball celebrated the first group of Esurance #CallUpWorthy players of 2017 with a total of 30 players making their MLB debut between April 2 and are being featured on the branded website at MILB.com. The enhanced site includes new features for 2017, where fans can see real-time call-ups and read players’ stories as they follow the rising stars of baseball.
SKYY Digital Media Group announced that its sports vertical, SPORTTU will add Portuguese language capabilities for its platform. Portuguese speaking internet users total 150 million people worldwide.
Esports are coming to the 2018 and 2022 Asian Games. The Olympic Council of Asia is aligning with Alibaba to include competitive gaming into the festivities in Indonesia and China, respectively as well as the 2017 Asian Indoor and Martial Arts Games in Turkmenistan. “OCA has always been committed to the inheritance, development, and improvement of Asian sports” said OCA President Ahmad Fahad Al-Sabah. “And we look forward to the forward-thinking concepts of sports by Alisports, who will be helping us with their strength and experience in esports.”
Ninjas in Pyjamas announced a partnership the extension with Twitch to serve as the main streaming platform for the franchise. The partnership will bring the Ninjas in Pyjamas; Counter-Strike, DotA2 and Overwatch players streams to the platform for the next 18 months as part of a wider partnership agreement. “At Ninjas in Pyjamas we value long term partnership, and it is with this spirit we have decided to stay on Twitch with our live streaming content. The agreement gives us the opportunity to reach our established streaming audience for the Ninjas in Pyjamas brand and all individual players, as well as giving the opportunity to grow on the platform as we seek to expand the Ninjas in Pyjamas teams and titles in the future, said Hicham Chahine, CEO at Ninjas in Pyjamas.
Turner and IMG’s ELeague Street Fighter V Invitational continues its regular season play with live “Group B” coverage on TBS this Friday at 10p. Group B will feature Street Fighter V superstars Justin Wong, Hiroyuki “Eita” Nagata, Daigo Umehara, Yu-lin Bruce “GamerBee” Hsiang, Darryl “Snake Eyez” Lewis and Eduardo “PR Balrog” Perez as they square for two available spots in the playoffs, set to begin Friday, May 26.
Jazz/Clippers on TNT at 10:30p.