2019-09-17
MLS Refreshes Sports Drink Category With BodyArmor
BodyArmor has signed a four-year, multi-million dollar partnership with MLS which will make it the league’s official sports drink partner in the U.S. starting in 2020.The sports drink brand replaces AdvoCare in the category for MLS, a partnership that had dated back to 2015.Per the terms of the deal, BodyArmor sports drink will be featured on the sidelines of matches, in locker rooms and at training facilities, with the company’s logo being featured on everything from coolers to cups to towels.MLS and BodyArmor will also work together on content and marketing integrations, some of which will feature MLS players and BodyArmor athlete partners.The partnership will see its first activation at the Leagues Cup final in Las Vegas, a new competition between MLS and Liga MX that was launched this year.MLS Senior Vice President of Business Development Carter Ladd said that conversations between the league and BodyArmor around a deal started earlier this summer.Ladd noted BodyArmor’s quick ascendance in its category, saying, “their brand has a tremendous amount of momentum around it – I think there is an opportunity to draft off of it compellingly.”The deal between MLS and BodyArmor is U.S. specific, allowing MLS to potentially sign another partner in the category in Canada or other parts of the world. Compared to the league’s previous deal with AdvoCare which made that company the official sports nutrition partner that could include bars, gels and shakes addition to hydration products, the deal with BodyArmor is specifically around sports drinks.AdvoCare will continue its jersey sponsorship with FC Dallas, which runs through 2020.According to BodyArmor, its new deal with MLS is the largest multiyear partnership in the brand’s history.It also comes at a pivotal time for the company, as it now ranks as the second-highest selling sports drink in convenience stores nationwide and is expected to eclipse $700 million in retail sales by the end of 2019. Coca-Cola Company purchased a minority stake in BodyArmor in August 2018.BodyArmor has seen continuous growth in the sports sponsorships space in recent months, ranging from becoming the official sports drink of UFC to its continually growing athlete partner roster, which includes Mike Trout, Baker Mayfield, Naomi Osaka, and Diana Taurasi, among others. Kobe Bryant is also an investor in the company.“A partnership with Major League Soccer – one of the fastest-growing sports leagues – allows BodyArmor to not only hydrate some of the best athletes in the world but also helps influence a younger generation of youth soccer players and showcases to them that there are better-for-you hydration options out there,” Bryant said in an emailed statement.Currently, BodyArmor does not have any athlete partners who play in MLS, although James Harden recently invested in the Houston Dynamo. Megan Rapinoe and Giovani dos Santos are the only two soccer players currently on the company’s roster.BodyArmor Vice President of Marketing Michael Fedele said the company will look at potentially partnering with some MLS players, as well as signing local partnerships with clubs across MLS.“We’re continuing to talk with MLS about how we can support the larger partnership – there’s nothing significant to announce, but this is a multi-year relationship that we expect to do a lot of activating around,” Fedele said.However, BodyArmor’s relationship with the NCAA is ending after just one season, being replaced in the official sports drink category by Coca-Cola sister product Powerade.Fedele said there is no correlation between the ending of the NCAA relationship and this new deal with MLS. Its deal with the NCAA was a sublicense through Coca-Cola, he said.“The two partnership deals have no correlation to each other, and was a strategic decision based on what was the best decision for the BodyArmor brand,” Fedele said. “When we think about our long-term strategic planning while looking at youth soccer participation levels, we think soccer in the U.S. is a place our brand should be in.”Article by Ian Thomas as posted on Front Office Sports.Click here to view BodyArmor's profile....
2019-09-17
U.S. Ski & Snowboard Joins Forces With British Luxury Brand Land Rover To Form The World's Premier Winter Sports Team
- Land Rover North America announced as Official Vehicle Partner of U.S. Ski & Snowboard in a multi-year agreement- U.S. Ski & Snowboard athletes to kick off this winter season with brand new gear, including Land Rover SUVs- Partnership also names the brand as title sponsor for the Land Rover U.S. Alpine Ski Team, the Land Rover U.S. Grand Prix series, and presenting sponsor of the "Visa Big Air Presented by Land Rover" events- Land Rover will support world-renowned winter sports gold medalists and World ChampionsLand Rover North America and U.S. Ski & Snowboard today announced that Land Rover is the new Official Vehicle Partner of the Olympic National Governing Body (NGB) of ski and snowboard sports in the USA. The multi-year partnership also names Land Rover as the title sponsor of the Land Rover U.S. Alpine Ski Team, the Land Rover U.S. Grand Prix series, and presenting sponsor of the "Visa Big Air Presented by Land Rover" events. For a video on the partnership, click here."We are very excited to welcome Land Rover as a partner into the U.S. Ski & Snowboard family," said Tiger Shaw, U.S. Ski & Snowboard's President and CEO. "Land Rover represents the spirit, drive, and determination that our athletes put forth daily in their training, and throughout the season competing at the highest level of sport. This partnership further empowers our athletes to reach above and beyond in their quest to be the Best in the World!"Land Rover is the maker of the most luxurious and capable SUVs in the world. From the luxurious Range Rover to the versatile Discovery featuring three-row seating, and the recently revealed all-new Defender, the Land Rover lineup of award-winning SUVs is built for adventure in the toughest terrain and weather conditions.U.S. Ski & Snowboard supports nearly 200 national team athletes and represented 80 percent of Team USA's gold medals during the PyeongChang 2018 and Sochi 2014 Olympic Winter Games. This year, U.S. Ski & Snowboard athletes will participate in more than 200 competitions globally, including 35 events in the United States."As Land Rover continues to grow in the U.S. market and we launch models like the new Defender, we are supporting activities such as skiing and snowboarding that resonate with our expanding American customer base," said Kim McCullough, Vice President, Marketing, Jaguar Land Rover North America. "The athletes of U.S. Ski and Snowboard exemplify 'Capability with Composure,' a hallmark of Land Rover. We are proud to support them in their quest to be the premier winter sports team in the world."Land Rover and U.S. Ski & Snowboard are committed to providing the best resources for athletes who are inspired to be the best in the world. As part of the sponsorship agreement, Land Rover will support 10 U.S. Ski & Snowboard athlete ambassadors including Olympic gold medalists and World Champions. Throughout the partnership, these athletes will take part in Land Rover brand milestones, custom content creation and social media integrations.The agreement also includes broadcast, social media and digital promotion rights, custom competition content creation, and email marketing campaigns with the U.S. Ski & Snowboard registered fan base. Land Rover branding will also be seen on the athlete uniforms and team gear, as well as available to consumers through U.S. Ski & Snowboard and Land Rover official branded goods.The 2019-20 season will kick off October 24 with the U.S. Ski & Snowboard's 53rd annual New York Gold Medal Gala at the Ziegfeld Ballroom in New York City, followed by the first FIS Alpine World Cup event of the season October 26-27 in Soelden, Austria.To follow the action throughout the season, follow @LandRoverUSA and @USskiteam.Click here to view Land Rover's profile....
2019-09-16
SOCCER: A NEW PLAY FOR FANS AND BRANDS!
Celebrating Soccer, the largest participatory sport in the world, with a new event series starting in 2020. The business of doing what you love is always good business. As a kid, I loved going to games with dad and geeking out at fanboy conventions with mom.Who knew we’d get to combine the two into a business.In partnership with Allstate Canada, we are giving Soccer families and fans a new way to celebrate the #1 participatory sport in Canada. A new event to grant fans exclusive and affordable access to soccer in a fun and family friendly experience.Basically, a FanCon for Soccer. www.soccershow.caStarting in Toronto and Calgary in 2020, The Allstate Soccer Show, leading up to World Cup 2026, will grow support for Soccer by doing what tradeshows do best – ignite passions and inspire consumers to invest more in soccer and the brands that support it.Bonus, The Allstate Soccer Show has been designed to provide complementary brands a new platform to the engage Soccer community. In our beta event brand consideration more than doubled for Allstate among event goers post event.There’s always a business case for doing what you love, and after 3 years of building the dream – here’s the proof. ...
2019-09-16
Dunkin' Continues Its Support for Women's Hockey As Sponsor of the National Women's Hockey League
Dunkin' remains the official coffee and quick service restaurant of the NWHL for the upcoming seasonThis fall, as the National Women's Hockey League (NWHL) celebrates its milestone fifth anniversary as the first professional women's hockey league in North America to pay its players, the brand that's been there since the beginning will continue to support the league and the growth of women's hockey. Dunkin', which became the league's first-ever corporate sponsor in its inaugural season in 2015, today announced an extended agreement to remain the official coffee and quick service restaurant of the NWHL.Dunkin's iconic pink and orange logo, so familiar to hockey fans, will continue to be featured on the front of all team jerseys, signage on league goal posts and behind each bench. Brand advertising will be part of www.nwhl.zone and each team website or landing page as well. Dunkin' will also play a part in special events throughout the NWHL season and playoffs, including All Star Weekend and the Isobel Cup Tour as the league's championship trophy travels around North America.According to Tom Manchester, Senior Vice President, Integrated Marketing, Dunkin' U.S., "Five years ago Dunkin' had the privilege of partnering with the National Women's Hockey League in its first season, and we are delighted to continue our partnership and help raise the visibility of women's hockey across the country. As a brand that is part of the daily lives of hockey players, coaches and fans, we are proud to support the league and some of the world's best female athletes as part of our long hockey heritage. We look forward to helping the league celebrate its fifth anniversary and the new season ahead."The NWHL's fifth season begins Saturday, October 5, and for the first time each team will play a 24-game schedule. The season concludes in March 2020 with playoffs and the champion team raising the Isobel Cup, the championship trophy named after Lord Stanley's daughter, who is known to be one of the first female hockey players in Canada. Beginning this season, Twitch will stream live all NWHL regular season, Isobel Cup Playoff and special event games."Before the NWHL even played its first game in 2015, Dunkin' believed in our league, in our players and in our vision for professional women's hockey in North America, and we are so proud that Dunkin' remains a staunch advocate going into our fifth season," said Commissioner Dani Rylan. "Dunkin's commitment to women's and girls' hockey has been groundbreaking and will go down in the history books. Because of that — as NWHL fans know well — our players and staff run on Dunkin' every single day."Dunkin' has scored key sponsorships in recent years to further its mission to support female athletes and raise visibility for the increasingly popular sport of women's hockey. Dunkin' has also previously partnered with several members of the 2018 U.S. Women's National Ice Hockey team, some of whom appeared in the brand's "Brewed For This" advertising campaign celebrating early risers.Dunkin' is the official U.S. coffee, donut and breakfast sandwich of the NHL®. The brand has a long and proud history of partnerships across other sports, including team deals with more than 50 professional sport teams and 30 college teams.Click here to view Dunkin's profile....
2019-09-16
LA Rams and Chargers new home to be called SoFi Stadium in ‘US$30m a year’ deal
Financial firm’s 20-year NFL naming rights agreement is reportedly a record for a sports venue.The National Football League’s (NFL) Los Angeles Rams and Los Angeles Chargers have confirmed that San Francisco-based Social Finance (SoFi) has acquired the naming rights to their new 70,000-capacity home stadium in a 20-year agreement.The venue, which is set to open in the summer of 2020 and is reportedly costing US$5 billion, will assume the name SoFi Stadium after the personal finance company agreed terms with LA Rams owner Stan Kroenke, who is heading up the development.The financial terms of the agreement have not been made public, but Bloomberg reports that the contract is worth more than US$30 million per year, adding that the amount is a record for a naming rights deal for a sports venue.In addition, SoFi will be an official partner of both the Rams and Chargers franchises as well as a partner of the performance venue and surrounding entertainment district within Hollywood Park, which will feature more than 1.5 million square feet of retail and office space, 2,500 residences, a hotel, and more than 20 acres of parks.As part of the agreement, SoFi will also put its name to branded VIP spaces inside the stadium for special events, including a dedicated SoFi members lounge, one of the exclusive opportunities the company plans to offer members as part of this partnership.SoFi chief executive Anthony Noto said: “We’re thrilled to be introducing SoFi Stadium to the world, through our partnership with Hollywood Park. This is a giant leap toward achieving our company’s mission of helping people get their money right by reaching our members where they are.“The partnership with this transformative project taking shape under Stan Kroenke’s leadership is the perfect opportunity to drive awareness and trust in the SoFi brand as we continue to grow and reach members on a national level.”When the construction is complete, SoFi Stadium will hold year-round sports and entertainment events. It has already been confirmed as the host of the Super Bowl in 2022, the College Football National Championship game in 2023, and the opening and closing Ceremonies of the 2028 Olympic Games.The stadium will also have the capacity to expand to 100,000, seats, including 260 luxury suites and more than 13,000 premium seats, for which fans are already able to purchase. In addition, the venue will host concerts, esports events, and award shows.Kroenke said: “It would be impossible to build a stadium and entertainment district of this magnitude without incredible and innovative partners who share our ambitions for Los Angeles, our fans worldwide and the National Football League.“Since breaking ground at Hollywood Park, more than 12,000 people have worked side-by-side on this project, and we are proud to now have SoFi join us on this journey as we prepare to open in the summer of 2020. From our first meeting with Anthony Noto (SoFi’s chief executive) and his team, it was clear that SoFi wants to transform not only the financial industry but also the lives of its members.“SoFi has a deep appreciation of the aspirations of its members - quality education, home ownership and achieve their ambitions. They are helping millions of people achieve their dreams and helping us realise our own promise at SoFi Stadium. Customer service and the fan experience is tantamount to everything we’ll do at SoFi Stadium.“It was critical for us to find a tech-focused partner who is on the cutting edge and genuinely understands the needs of all of our constituents and who challenges us to think in creative ways to make every visitor to SoFi Stadium and Hollywood Park feel special and at home.”Article by Steven Impey as posted on SportsPro.Click here to view Sofi's profile....
2019-09-16
TCL Extends Agreement As The Official Smart Television Partner Of The Ellen DeGeneres Show
The Ellen DeGeneres Show and America's Fastest-Growing TV Brand Partner for Sixth Straight Year with Season 17 Kick-OffTCL®, one of the world's largest and America's fastest-growing television brand, today announced it has once again extended its sponsorship as the Official TV of The Ellen DeGeneres Show. For a sixth consecutive season, their partnership includes audience giveaways of the award-winning TCL® Roku TV™, as well as individual promotions and activations across The Ellen DeGeneres Show's digital, social media channels and ellentube.com. The Ellen DeGeneres Show premiered Season 17, gifting the audience with 65" 4K HDR TCL Roku TVs."TCL is thrilled to team up with The Ellen DeGeneres Show and allow her fans a chance to get to know the TCL brand and TCL's Roku TVs for the sixth straight season. With stunning picture quality and endless streaming content, our televisions are the perfect way to watch the show every day of the week," said Chris Larson, senior vice president, TCL. "We bring a premium viewing experience into living rooms nationwide through our award-winning TCL TVs so a hit talk show that delivers award-winning entertainment to homes across America is the perfect fit for our brand."TCL entered North America with its award-winning TCL Roku TV models five years ago, changing the consumer electronics industry with its explosive success and solidifying the company as a leader in the smart TV space. The TCL Roku TV lineup has been awarded industry accolades from top product reviewers, helped facilitate the cord-cutting movement and provided a premium smart television experience unlike any other. TCL Roku TV customers have access to America's #1 TV streaming platform where they can easily access 500,000+ movies, shows and more across both free and paid channels.Recently, TCL announced its most powerful television lineup since its introduction to the North American market. The 2019 portfolio continues to raise the bar for home entertainment solutions, delivering pure and rich colors in a variety of screen sizes. Throughout the show's new season, TCL will be giving away 65" smart TVs that offer crisp 4K HDR picture performance for precise clarity and detail."As America's fastest-growing TV brand and one of the world's best-selling electronics brands, we can attribute that incredible growth to TCL's innovative products, vertical integration and longstanding partnerships like our collaboration with The Ellen DeGeneres Show so we look forward to another exciting season together," said Larson. "Helping us win the hearts of so many consumers has been critical to our success in securing the #2 market position just five years after teaming up and has also led to our successful expansion into other categories. We've added high quality sound bars and headphones to the TCL portfolio and trust that The Ellen DeGeneres Show's enthusiastic fan base will embrace these new offerings as well."Click here to view TCL's profile....
2019-09-13
Hyundai Helps Enhance the Fan Experience as a Sponsor of Music Midtown Festival in Atlanta
- Live Nation Launches Augmented Reality Experiences at Music Midtown, Presented by Hyundai- 2020 Hyundai Sonata and Venue on Display at Music MidtownFans on-site at Music Midtown, which takes place on September 14-15, will be invited to enter the #HyundaiBackstage lounge to cool down, charge their phones, have a refreshment, and enjoy DJ sets. The lounge will also have fun photo opportunities, giveaways, a LED wall with the festival livestream, and the 2020 Sonata and Venue on display for attendees to get a closer look and learn more about the vehicles."We're excited to give fans a better festival experience by providing them with an immersive way to connect with the artists and our brand," said Dean Evans, CMO, Hyundai Motor America. "Hyundai's activation will be centered around a selection of Live Nation's new augmented reality (AR) experiences, which will be integrated into the Midtown Music app. Fans will have the chance to virtually explore the 2020 Sonata and its premium design and suite of technology features."Attendees who download the Music Midtown app can enter the #HyundaiBackstage lounge and be among the first to test out Live Nation's new AR products, presented by Hyundai - designed to extend the live experience. Fans within the lounge can be virtually transported side stage and backstage to view select performances from unforgettable vantage points via the AR Livestream & VIP Access products.Outside the activation, attendees can navigate the festival grounds via the AR Fest Lens on the Music Midtown app, courtesy of Hyundai. Fans just point their smartphones toward any of the stages prompting a lineup to appear identifying which artists will be performing, as well as upcoming acts, ensuring fans never miss their favorite artists.Fans unable to attend Music Midtown can download the festival app to explore the redesigned 2020 Sonata and virtually transport themselves into the festival to stream live performances from select artists and explore side stage and exclusive live stream. Fans at home can unlock these features by pointing their smartphones at a flat surface from which a three-dimensional, four-sided viewer will appear and fans can tune-in to watch select performances and access other fun AR features.Hyundai will have branding throughout the event, as well as a sponsorship of the Music Midtown Live Stream on Twitter in the U.S. and globally on YouTube.The #HyundaiBackstage activations are managed by Advantage. The Innovation & Partnerships team at INNOCEAN USA, Hyundai's agency of record, established the terms of the Live Nation/Hyundai partnership and oversaw creative execution. The team's mission is taking innovation insight to practice and sees this as a perfect example of using new technologies to expand the reach and brand engagement of Hyundai's 2020 Sonata campaign. This global partnership, is exploring the impact of both new technologies and new ways to reach customers.  Click here to view Hyundai's profile....
2019-09-13
NWHL SIGNS THREE-YEAR STREAMING DEAL WITH TWITCH, RECEIVES BROADCASTING RIGHTS FEE
Every game of the upcoming 2019-20 season, including playoff games and special events, will be broadcast live on Twitch and available to fans free of charge. The revenue from the deal will also be split with players as part of a revenue-sharing deal with the NWHLPA.One month before the official opening of its fifth season, the NWHL has announced a landmark partnership with Twitch that will see the platform become the exclusive live-streaming home of the women’s professional league.The three-year deal, which was made official Thursday, is historic in that it will provide the league incredible visibility – Twitch has more than 15 million users – but is also groundbreaking as it’s the first broadcasting deal the league has struck that will see the NWHL receive a broadcasting rights fee. As part of the league agreement with the NWHL Players’ Association, the revenue generated from the partnership will be split down the middle and shared with the players. Financial terms were not disclosed.“The official announcement of our partnership with Twitch makes this a historic day for the NWHL, our players, fans and everyone who supports the advancement of women’s hockey,” commissioner Dani Rylan said in a release. “The live broadcasts of every single NWHL game on Twitch will allow us to both foster and grow our current community while introducing professional hockey to a new audience for the first time.”The NWHL’s inaugural broadcast on Twitch isn’t far in the offing, either.The league will make its debut on the platform on Oct. 5, when the Buffalo Beauts square off against the Connecticut Whale and the Boston Pride take on the Metropolitan Riveters in a season-opening double-header. From there, each game of the 2019-20 campaign will be broadcast on Twitch, as well as every Isobel Cup playoff contest. The league noted, too, that “special events” will also be broadcast on the service. The annual All-Star Game, which has previously emanated from non-league cities such as Nashville and Pittsburgh, is likely among the showcase contests that will be available.In addition to the games, the league stated that Twitch will also be used to engage with fans. Broadcasts on the platform generally feature live chats, and the NWHL suggested players, broadcasters and “other NWHL influencers” will participate at times alongside fans watching on their devices.“This is a huge step for women’s hockey,” NWHL Players’ Association executive director Anya Battaglino said in a release. “Getting visibility on professional women’s hockey has been extremely important. The more eyes on the women’s game, the more fans we convert. Women’s hockey is at a monumental time right now, and the more we can showcase this product, the stronger our foundation becomes.”Previously, the league has utilized services such as YouTube, Facebook and Twitter to live stream games, some to greater success than others. For instance, while several YouTube broadcasts list viewership numbers in the thousands, last season’s Isobel Cup final between the Beauts and champion Minnesota Whitecaps garnered more than 800,000 viewers on Twitter. And while it is also a free service, Twitch does differ as, unlike the platforms the NWHL has used in the past, it has primarily been a platform used by gamers. That said, the service has been making an effort to incorporate more sports content, partnering with leagues such as the NFL and NBA G League.Also yet to be seen is if the move to Twitch, not to mention the money from the rights deal, will result in increased production value. The quality of broadcasts in the past has varied. Many have used a single camera angle and been without score overlays throughout the action. Last season’s Isobel Cup final, however, showed the potential the NWHL has to put on a quality broadcast. Though it the game was limited to only a few broadcast angles, it featured score overlays and a full broadcast booth.Regardless of what changes come, though, the agreement with Twitch – and the associated rights fee – is a massive victory for the NWHL and a testament to the continued growth of the women’s game.Click here to view Twitch's profile....
2019-09-13
Mission’s Riddell scores High Roller Energy Drink sponsorship
Scooter rider attracting interest on and off the skateparkIt’s been a good summer for Mission scooter rider Jayden Riddell.The 14-year-old Heritage Park Middle School student traveled all across B.C. and Washington State for competitions, where he turned heads and impressed both fellow competitors and fans. And also an energy drink company.Riddell is now sponsored by the High Roller Energy Drink company, a Canadian company based in Kelowna. He is the first youth/amateur scooter rider to be sponsored by the company, which also sponsors athletes in bull riding, dirt biking, freestyle motorcross, freestyle sledding, Mixed Martial Arts, motocross, mountain biking, football, snowmobiling, pro scooter riding, racecar driving, snow biking, spring car racing, wakeboarding and jetski racing.He is now featured on the company website at highrollerenergy.com, where he states that his inspiration to continue riding are the professional scooter riders, family, friends and anyone who pushes him to reach a higher potential.Riddell also shares his favourite quote on the site – It doesn’t matter how slow you go as long as you don’t stop.Competition-wise, he finished fifth overall in the pro division at an event in Port Moody in August. He also earned a ninth place showing in the advanced division at an event in Kelowna in July and finished 13th overall in a scooter competition in Mukilteo, Wash. earlier this summer.The Mission Skatepark will now become a little less busy with many riders heading back to school, but Riddell will still be training and hitting the ramps when he’s not busy in the books.Click here to view High Roller Energy Drink's profile....
2019-09-13
aha insurance Sponsors Mandy Bujold’s First-Ever Champions for Charity Fundraiser
aha insurance has announced its sponsorship of Katie Malott as a participating fighter in the first-ever Champions for Charity event, raising funds for the McMaster Children’s Hospital Foundation and the Juravinski Cancer Centre.Champions for Charity is a new fundraiser event making its debut in 2019 under the leadership of Mandy Bujold, one of Canada’s Olympic boxers.On her decision to enter the tournament, Katie Malott said, “There are people who have been able to stay in my life thanks to McMaster Children’s Hospital and the Juravinski Cancer Centre. They’re both incredibly important to me, and I wouldn’t have those relationships without the help that these institutions provide. Supporting them this way was a clear choice.”Champions for Charity is a brand-new fundraising event, bringing together 16 men and women who will step out of their regular jobs and into the ring for one night to raise money—and awareness—for the Juravinski Cancer Centre and McMaster Children’s Hospital Foundation.Katie, aha insurance’s Digital Advertising Specialist, will be participating alongside entrants from CHYM Radio, Communitech, St. Mary’s General Hospital, and the Walper Hotel.“We’re proud to stand alongside these pillars of the Kitchener-Waterloo community as sponsors of Champions for Charity, and we can’t wait to see Mandy Bujold’s team turn it into an instant Canadian classic,” said Tanya Peretti, CMO of aha insurance. “We’re always excited about opportunities to support our team, and when it’s a great cause like this one, it made the decision to sponsor easy.”Click here to view aha Insurance's profile....