SPONSORSHIP & PROMOTION
Clemson Athletics locked in a multiyear deal with Fanatics to take over physical retail operations across a number of the school’s athletics facilities. The deal will see Memorial Stadium’s South Concourse store expanded to hold nearly 40% more merchandise across all categories. In addition, the existing West Concourse store will see a full overhaul with updated team branding and artwork and a new Nike Pop-Up Shop.
Samsung is kicking off an official partnership with Tough Mudder to deliver exclusive content and training tips across Samsung devices and unique on-site experiences at Tough Mudder’s UK events. The partnership begins at the Tough Mudder Yorkshire event tomorrow and runs through to the end of the Tough Mudder 2018 event season. Samsung will enable participants to live life unscripted and use the technology in their Gear VR headsets, Gear 360 portable cameras and wearable fitness devices with event participants having access to 360 preview video content of each obstacle course event.
Children’s entertainment company Spin Master locked in a licensing partnership with Feld Entertainment to serve as the new worldwide master toy partner for Monster Jam. The 10-year licensing alliance begins in 2019. “Monster Jam is a compelling global brand led by an extraordinarily talented group of individuals,” said Ronnen Harary, Spin Master’s Co-Chief Executive Officer. “We are very excited about our long-term partnership and welcome the Monster Jam brand into the Spin Master portfolio with exciting product offerings that stimulate play beyond the performances their fans know and love.”
Johnsonville is partnering with broadcaster Boomer Esiason to help promote the company’s indoor electric appliance – the Sizzling Sausage Grill, where he will be used in Johnsonville’s radio, social media and television advertisements with two spots set to begin this summer.
The Canisius athletic department and Van Wagner Sports and Entertainment agreed to a long-term partnership that makes VWSE the school’s exclusive multimedia rights partner and sales agent for the athletic department’s corporate sponsorship program. As part of the agreement, VWSE Collegiate Services division will launch Canisius Athletics Sponsorships, the local team that will be dedicated to representing the College in the marketplace.
Whisky brand Chivas Regal is introducing The Chivas Fight Club as part of a partnership with Gennady “GGG” Golovkin. Gennady, boxing’s unified WBC, WBA, IBF, IBO middleweight champion of the world. Those who join the club on social media will be entered into sweepstakes for a chance to see Golovkin’s upcoming bout on Sept. 16 against Canelo Alvarez, and gain exclusive entry into watch parties and boxing workout classes. Members will also receive exclusive boxing content, interviews, videos, behind-the-scenes photos, calendar of upcoming Chivas Regal boxing events, and more.
On the local front, Blue Shield of California is forging ties with AEG through an agreement that names Blue Shield of California a founding partner and exclusive health care partner of LA LIVE, as well as the exclusive health care partner of the LA Kings and more. The partnership comes during Blue Shield’s recent brand campaign “Life Is Limitless. Never Stop” and see the org work alongside the Kings on a series of community initiatives that promote an active, healthy lifestyle and youth participation in sports.
Elsewhere, ADT unveiled a new sponsorship with the Miami Marlins for the remainder of the 2017 season that will see the security brand present the “#FeelSafe Moments of the Game,” highlighting the experience fans capture at the ballpark. By using the hashtag #FeelSafe and tagging the ADT and Miami Marlins Twitter and Instagram social media handles, fan photos will be curated into a :30 second montage during the game. During August and September, the Miami Marlins will also award two fans who use the hashtag with an authentic home plate used at Marlins Park.
Google and MLB are teaming up to launch an original VR series for Daydream titled On the Verge. The series will offer viewers an up-close look at the lives of up-and-coming MLB stars through the MLB.com At Bat VR Daydream app with the first eps showcasing the likes of Josh Bell (Pittsburgh Pirates), Mookie Betts (Boston Red Sox), Manuel Margot (San Diego Padres), and Jose Berrios (Minnesota Twins).
The WTA continues to shore up its media presence with the launch of WTA TV, a new subscription service that will showcase WTA matches streamed live and on-demand to subscribers around the world for a monthly or annual fee. The platform will launch on July 31 and offer access to nearly 2,000 live and on-demand matches.
Elsewhere in tennis, mobile platform developer Bleachr partnered with Lagardere Sports to develop a custom mobile application designed to amplify the live experience at the Citi Open Tennis Tournament. Features include: connecting fans in-venue through notifications, messaging, and a variety of streams to keep fans engaged through their mobile devices. “For nearly 50 years the Citi Open has brought the best of tennis to fans in Washington and to a global audience,” said Citi Open Tournament Director Keely O’Brien. “Together with Bleachr we will be able to give fans at this year’s tournament a dynamic way to connect with the event and help take the Citi Open experience to exciting new heights.”
OpTic Gaming is looking to shore up the esports industry in Texas, announcing plans to relocate from Chicago to Dallas. On the team site, the franchise stated that it was working closely with members of the Dallas Chamber and Rogers Healy Real Estate to execute an official corporate relocation. The move is anticipated to take place in Q3.
After making headlines over its logo, Overwatch League’s Tracer-themed visual is now reportedly safe. Morrison & Lee reports that that MLB – which seemingly took issue with the logo and filed an extension to oppose it – has now let the new deadline for opposition pass without any additional filing.
AI-driven audience monetization platform FanAI Inc announced the successful closing of their Series Seed, led by Deepen Parikh of Courtside Ventures and included Greycroft GC Tracker Fund, BDS Capital, and more. FanAI will look to serve as the audience monetization platform that will “drive revenue for the rights owners and sponsors by allowing them to deeply understand the diverse segments and preferences of the esports audience” beginning with esports and is currently working with DreamHack.
The NASCAR Foundation appointed four members to the organization’s board of directors. Names include: Randy Dye, Peter Intermaggio, Charles Lydecker, and Norris Scott. ”These are valuable additions, making a board that was already strong even stronger,” said Mike Helton, chairman of The NASCAR Foundation. “This foursome represents our dual commitment to our roots in the Daytona Beach-area community and the aspiration to grow our impact at the national level. We are proud to welcome Randy, Peter, Charles and Norris to The NASCAR Foundation’s board of directors.”
The Monster Energy NASCAR Cup Series Overton’s 400 on Sunday NBCSN at 3p.
