05/27/22: Major League Soccer added Caterpillar as a partner

Medias First Morning Read
Friday May 27, 2022

Caterpillar locked in a multi-year sponsorship with Major League Soccer with an eye to “amplify the Caterpillar brand to a broader, more diverse audience in the United States and Canada and to engage with the League’s passionate fans more deeply.” As a part of the sponsorship, MLS will work with Caterpillar to integrate Cat products into the soccer ecosystem. Cat dealers will also have access to exclusive soccer experiences for their operators and customers as well as their families.

“Caterpillar is eager to partner with Major League Soccer, as we share a joint commitment to being leaders in the communities where we live, work and play,” said Yvette Morrison, global director of marketing and brand for Caterpillar. “We celebrate the people who do the work every day and are constantly looking for new ways to engage with our next generation of employees, customers and their families. This sponsorship provides a perfect opportunity for us to introduce Cat to a broader audience.”

PROGRAMMING

Networks unleashed their college football broadcast schedules yesterday. On FOX Sports, the network revealed select games from the network’s elite 2022 college football schedule, featuring games from the Big Ten, Big 12, Mountain West and Pac-12 conferences. For the first time ever, Big Noon Kickoff travels each week of the season at 10a, followed by Big Noon Sunday. The season opens with Penn State taking on Purdue on Sept. 1 at 8p. Other key early matchups include Alabama/Texas on Sept. 10 at noon, and Oklahoma/Nebraska on Sept. 17 at noon. FOX Sports’ college football regular season concludes Thanksgiving weekend with Michigan/Ohio State on Nov. 26, with the weekend of programming on FOX also including the Giants/Cowboys on Thanksgiving Day, a FIFA World Cup group stage match between England and USA and a Pac-12 college football matchup between UCLA and Cal on Nov. 25, and America’s Game of the Week on Nov. 27.

ESPN takes on college football with approximately 1,000 regular season games across all platforms, as well as the return of a 40-game Bowl Season schedule that includes the exclusive presentation of the College Football Playoff Semifinals at the Chick-fil-A Peach Bowl and the Fiesta Bowl, and culminating with the CFP National Championship on Monday, Jan. 9. In addition to previously announced early games, ESPN/ABC will also serve up matchups that include Wisconsin/Ohio State in week 4; Washington/UCLA in week 5; Texas/Oklahoma in week 6; and Notre Dame/Navy in week 11. ESPN is set to broadcast the ACC, American and Big 12 Championship Games on ABC the first weekend of December, as ESPN networks close out their signature coverage of conference action on Saturday, Dec. 3. The American kicks off at 4 p.m., sandwiched by the Dr Pepper Big 12 Championship and the Subway ACC Championship, with kickoff times for ACC and Big 12 to be announced at a later date. Additionally, the MAC Football Championship and Sun Belt Championship Game will each be televised live on ESPN, with the top teams of the MAC slated to kickoff at noon and the Sun Belt set for 3:30p.

CBS Sports rolled out its 2022 college football broadcast schedule and SEC on CBS windows, with a total of 22 games broadcast on the CBS Television Network and will stream live on Paramount+. The 2022 SEC ON CBS schedule totals 15 games, including the SEC Championship on Dec. 3 at 4p. This year’s SEC on CBS schedule begins on Sept. 17 with Auburn hosting Penn State. In addition to the traditional Saturday SEC ON CBS Game of the Week at its familiar 3:30 PM, ET time slot, there will be a primetime SEC doubleheader on Oct. 8 and an afternoon SEC doubleheader on Nov. 12.

Sister network CBS Sports Network’s 2022 college football slate will feature 70 games, including Service Academy football, matchups from conference partners Conference USA, Mid-American Conference and Mountain West Conference, along with select UConn home games. The season kicks off on August 27 with four games in Week Zero starting with Austin Peay/Western Kentucky at noon. For Service Academy football, CBS Sports Network will present six Army games, five Air Force contests and four Navy games. Additionally, the CBS Television Network will broadcast all three Commander-in-Chief’s Trophy games.

Ones Basketball League, created by Basketball Hall of Famer Tracy McGrady, announced a content partnership with Showtime Sports, which will now distribute a behind-the-scenes, all-access documentary feature for its YouTube channel capturing the story of this season through the eyes of Tracy McGrady. SHOWTIME Sports will also produce short-form digital content for distribution across its social networks from the remainder of the inaugural OBL season through the league’s Las Vegas Championship in July.

World Lacrosse and ESPN entered an agreement to provide the network with global media rights to World Lacrosse championships through 2023. A total of 246 games across three international events will be carried exclusively on ESPN networks or ESPN+ in the U.S., and in 170+ territories via ESPN International. This marks the first multi-year, multi-event media agreement for World Lacrosse.

Rural Media Group and the Professional Rodeo Cowboys Association announced a two-year term sheet that will provide media rights to RMG through the 2027 and 2028 season, keeping The Cowboy Channel as the official network of ProRodeo and Home of the NFR for the next 6 years. The new term sheet now also includes digital media rights for The Cowboy Channel to provide livestreaming of ProRodeo performances.

The Sports Emmys held its first in-person ceremony since 2019 on Tuesday night, which saw NFL Live and ESPN boasting the most wins for a program and network, respectively. Other shows to nab multiple trophies included ESPN’s NHL on ESPN and CBS Sports’ The NFL Today. CBS and NFL Network tied for the runner-up slot among networks with six Sports Emmys each, followed by NBC with five, TNT with four and FOX with three.

With the 2021-22 TV season concluded, NBC’s Sunday Night Football finished as primetime’s top TV show in all key metrics for an 11th consecutive year – adding to its record for the most consecutive years atop the charts, per official live plus same day data provided by Nielsen. Sunday Night Football also ranked as the No. 1 show in the 18-49 demographic for the 12th consecutive TV season. NBC Sunday Night Football posted a Total Audience Delivery average of 19.3 million viewers in 2021, according to official live plus same day data released by Nielsen, and digital data from Adobe Analytics.

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SPONSORSHIP & PROMOTION

Shell-Pennzoil inked a multi-year extension with Team Penske, the kicks in next year and will continue its long-standing agreements with Team Penske in NASCAR (sponsoring Joey Logano and his No. 22 Ford, serving as primary sponsor for 30-plus races for the next several seasons), it also expands and enters new business and technical relationships with Penske, the IndyCar Series and Indianapolis Motor Speedway. Beginning in 2023, Shell will be become the official fuel supplier of the NTT IndyCar Series, and remain prominent sponsors at Penske’s Indianapolis Motor Speedway, sponsoring both Josef Newgarden and Scott McLaughlin’s cars in the Indianapolis 500, serving as the track and series’ official motor oil supplier and sponsoring the NASCAR Xfinity Series race this summer at The Brickyard.

Hyundai Auto Canada, Genesis Motors Canada, the National Hockey League Players’ Association and the National Hockey League unlocked a multiyear partnership, naming Hyundai the Official Automotive Partner of the NHL and NHLPA in Canada, which includes the Genesis brand being the NHL and NHLPA’s Official Luxury Automotive Partner in Canada. “Hyundai has long been champion of Canada’s hockey community at the grassroots level. On behalf of Hyundai Auto Canada and our 252 dealers across the country, we are incredibly excited to expand on that, and at the highest level, as the NHL and NHLPA’s official automotive partner starting next season in Canada,” says Don Romano, president and CEO of Hyundai Canada. “At Hyundai, we’re always aiming to connect with our customers in meaningful ways, and this partnership with Canada’s premiere sports league provides us with an exceptional opportunity to engage with not only our customer base, but Canadians from coast-to-coast who share Hyundai’s love for hockey.”

The BIG3 announced that Toyota Motor North America is returning as the BIG3’s Official Vehicle Partner and sponsor of the Toyota Rav4-Point Circle. Key features of the partnership include the RAV4-Point Shot Circle; Toyota serving as the Official Vehicle Partner of the BIG3; and interactive on-site activations for BIG3 fans to experience the 2022 Toyota vehicle lineup. “

US Equestrian named Roeckl Sports as an Official Sponsor of the organization and the Official Riding Glove of US Equestrian beginning with the 2022 season. “We’re so pleased to launch our partnership with Roeckl Sports,” said US Equestrian CEO Bill Moroney. “As the new Official Riding Glove of US Equestrian, we look forward to introducing our members to Roeckl’s quality products and partnering with them to continue to advance equestrian sports in the U.S.”

For the second consecutive year, Inter Miami CF went underwater to launch their Primeblue adidas jersey (made from a high-performance recycled material and Parley Ocean Plastic) in a move to raise awareness and inspire action surrounding the impact of marine plastic waste. “Everyone at the club was excited to work with Jason, Coral, adidas and MLS again on such an important initiative as reducing plastic pollution in the Ocean,” said Inter Miami CF SVP, Brand and Marketing, Mike Ridley. “This year, we really wanted to find a way to highlight that when the Oceans are clear of plastic, marine life will repopulate and ultimately flourish, which is critical to a healthy ecosystem.”

DIGITAL, DATA & TECH

The NFL is reportedly moving forward with the launch of its own streaming service, titled NFL Plus. SBJ writes that a launch is expected in July with live games on mobile phones and tablets anchoring the platform.

In addition, the NFL, NFL Players Association and next-generation gaming technology studio Mythical Games today announced a partnership to launch NFL Rivals, a new NFL video game that leverages blockchain technology, on the Mythical Platform in early 2023. Delivering on the fantasy of being a team General Manager, this fun, easy to play game will allow NFL fans and gamers alike to compete against other GMs with their assembled player rosters and teams, building, leveling up and improving their lineup.

Comcast announced the second class of the Comcast NBCUniversal SportsTech Accelerator, powered by Boomtown, has secured 21 pilots, partnerships, and commercial deals as a result of their participation in the customized startup program. Additionally, this year founders gained exclusive, behind-the-scenes access to three major sports partner events in Texas: NASCAR’s Circuit of Americas, PGA TOUR’s Valero Texas Open, and WWE’s Wrestlemania.

ESPORTS

The first officially licensed North American circuit for Super Smash Bros. Ultimate and Super Smash Bros. Melee will launch with the debut of the Panda Cup in June. Competition starts at CEO from June 24-26, and includes eight stops, running though DreamHack Atlanta from Nov. 18-20. The stops and additional qualifiers will lead to the Panda Cup Finale from Dec. 16-18, with 32 entrants and a $100K prize pool.

Rally Cry was tapped as the esports production partner for FORCECON, a massive military gaming and tech event celebrating the intersection of technology, innovation and the United States Armed Forces taking place this weekend. Overall, three esports competitions will be on deck this weekend, including Halo, Rocket League and Fortnite.

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