2019-05-17
SSQ Insurance, proud partner of the 2019 Marathon SSQ Assurance de Longueuil
SSQ Insurance is proud to be title sponsor of the Marathon SSQ Assurance de Longueuil for the fourth year in a row. The 2019 edition will be held May 18 and 19. By renewing its commitment until 2023, SSQ Insurance is reiterating its intention to be involved in the community of Longueuil by contributing to the success of such a rallying event that promotes healthy and active lifestyles."Health and wellness have been of great interest to SSQ Insurance, given that these were the motivating factors for its foundation. This partnership enables us to promote healthy lifestyle choices while participating in the vitality and spirit of the city. We are very pleased to be able to extend our partnership with Courses Thématiques, the event organizer, and the city of Longueuil," said Jean-François Chalifoux, Chief Executive Officer of SSQ Insurance.The SSQ Insurance Après-RaceIn addition to being title sponsor, SSQ Insurance also wants to enhance the experience of participants and well-wishers by inviting them to the SSQ Insurance Après-Race, a relaxing area set up at the finish line, where people can have a little fun before or after the race.Click here to view SSQ Insurance's profile....
2019-05-16
LAFC Announces Porsche As The Club’s Official Luxury Automobile Partner
LAFC today introduced Porsche as the Club’s official premium luxury automobile partner. The multiyear partnership will take immediate effect and run through the 2020 season.“We’re delighted to welcome Porsche to the Black & Gold family,” said LAFC President and Co-Owner Tom Penn. “Porsche is an innovative and forward-thinking automotive brand and we look forward to working together.”As part of the partnership, Porsche has acquired the exclusive naming rights of the Directors Box at Banc of California Stadium. The in-venue activation will also include signage and unique branding at the home of LAFC, as well as exclusive associations with 11 Southern California dealers.“On behalf of our California dealers and Porsche Cars North America, we are happy to support a top-notch club like LAFC,” said Trevor Arthur, Porsche Cars North America Vice President, Area West. “Together, Porsche sports cars and soccer are timeless.”Porsche will have a variety of its vehicles on display throughout the Banc of California Stadium concourse on select gamedays, giving LAFC fans the opportunity to see the latest sports cars from the marque.Click here to view the Porsche USA profile...
2019-05-15
NHL Sponsors Set To Activate Around Upcoming Esports Tourney
Seven NHL corporate partners will activate around the upcoming ’19 NHL Gaming World Championships, the esports competition that the league launched last year. The tournament will hold Canadian, European and U.S. regional finals later this month that will all be broadcast live on Twitch, in addition to a 30-minute pre-show as well as giveaways and promotions for viewers who tune in. Those regional events will culminate with a grand world final taking place in Las Vegas on June 18, at the Allied Esports’ HyperX Esports Arena Las Vegas. Broadcast details for the final have yet to be announced. Honda and Scotiabank, who sponsored the inaugural tournament, will both return again this year. Honda, which also sponsored the NHL’s House of Chel esports activation at the ’19 All-Star Game weekend, will sponsor the "Road to the Finals" interview area across the entire tournament. Scotiabank, which is a Canadian-only NHL sponsor, will hold a viewer vote during the Canadian regional event that will award a competitor and a fan with a trip to Las Vegas for the event.THE NEW GUYS: New sponsors for the NHL Gaming World Championship include Adidas, Astro Gaming, Brisk, Great Clips and MGM Resorts. Adidas will be the official outfitter of the tournament, with exclusive jackets and caps for the finalists. Astro Gaming, the lone esports-endemic partner of the event, will provide controllers and headphones for the players. PepsiCo-brand Brisk will be available to players on-site at the Canadian and world final. Great Clips, which became an NHL sponsor in April, will host a friends and family cheering zone at the U.S. and world final events, as well as provide on-site haircuts and stylings to players and the on-air talent.Article by Ian Thomas as posted on SportBusinessDaily.Click here to view the Adidas, Great Clips, MGM Resorts or Scotiabank profiles...
2019-05-15
Sazerac Partners with Keep America Beautiful to Host Great American Cleanup Events in Massachusetts
Keep America Beautiful and Keep Massachusetts Beautiful Work with Family-Owned U.S. Distillery to Make Massachusetts Communities Clean, Green, and Beautiful.Sazerac Company, one of the largest family-owned distilleries in the United States, is partnering with national nonprofit Keep America Beautiful® and its Keep Massachusetts Beautiful state affiliate on a series of cleanup events in May and June.Sazerac, Keep America Beautiful, and Keep Massachusetts Beautiful will engage volunteers in Framingham, Salem, and Plymouth in cleanup and green-up initiatives to help promote community vitality. Sazerac is a new national sponsor of the 2019 Keep America Beautiful Great American Cleanup®, the nation’s largest community improvement program which hosts community clean up events from March 20 through June 20. These initiatives reflect the company’s commitment to changing litter behavior across the country.“As a family-owned business, Sazerac supports a strong ecosystem of organizations and individuals working together to keep our communities environmentally vibrant and healthy,” said Vice President of Government Relations Kellie Duhr. “Sazerac is proud to partner with Keep America Beautiful to empower individuals to care for their communities.” Groups of volunteers will participate in the following cleanup events across Massachusetts:Framingham, May 18: Cedar Woods ReservationSalem, June 1: Downtown Salem Plymouth, June 15: Center Hill PreserveFor more information about these events and other Keep Massachusetts Beautiful volunteer opportunities, visit www.keepmassbeautiful.org and select the events tab to register for a particular cleanup event.In Massachusetts and throughout the nation, millions of volunteers are working with Keep America Beautiful on outstanding Great American Cleanup events and experiential environment education programs that are structured to beautify parks, trails and recreation areas; clean shorelines and waterways; reduce waste and improve recycling; remove litter and debris; and plant trees and build community gardens, among other events.“Our Great American Cleanup programs, designed to end littering, improve recycling and beautify our communities, happen because of our belief in a tri-sector partnership – bringing public, private, and government organizations to the table.  We welcome Sazerac to the Keep America Beautiful family and thank them for their support,” said Helen Lowman, president and CEO, Keep America Beautiful. “We’re thrilled to be working with them and our state affiliate, Keep Massachusetts Beautiful, to support clean and healthy communities.”“We are thrilled Sazerac has joined Keep America Beautiful and Keep Massachusetts Beautiful to participate in events for the Great American Cleanup,” said Neil Rhein, Executive Director, Keep Massachusetts Beautiful. “These cleanups will not only beautify communities but spread awareness on best practices to dispose of waste.”In addition to Sazerac, national sponsors of the 2019 Keep America Beautiful Great American Cleanup include Altria, Dow, The Glad Products Company, Niagara Bottling, Inc., and Northrop Grumman Corporation.Click here to view the Sazerac Company profile....
2019-05-14
Subaru Canada Renews Canadian Rally Championship Presenting Sponsorship
Subaru Canada, Inc. (SCI) is pleased to announce its continued support of grassroots rally through the renewal of its presenting sponsorship of the Canadian Rally Championship (CRC).The two-year renewal is intended to strengthen the sport as a whole in Canada, and includes both rally purchase and contingency programs that will provide financial support to current and aspiring rally participants in Canada."Rally has long been — and continues to be — an important pillar of the Subaru brand, especially at the grassroots level," said SCI president, chairman and CEO Yasushi Enami. "I am excited to see our partnership with the CRC continue as well as to extend these two important programs that will encourage more people to get involved in the sport in Canada — and help them keep at it."Rally Purchase ProgramOpen to Canadian residents holding current, valid CRC licences, the Subaru Canada Rally Car Purchase Rebate Program is intended to provide current and aspiring participants with a rebate on any new Subaru vehicle for rally use.Approved applicants to the program will be provided with a one-time rebate of up to $10,000 off the purchase price of any new Subaru vehicle. The vehicle must be purchased through an authorized Canadian Subaru dealer, and it must be converted to rally specifications as per the CRC guidelines.Effective April 1, 2019 to March 31, 2020, the rally purchase program is designed to bring even more competitors into Canadian rally competition. For more information, log on to the CRC website.Subaru Rally ContingencySCI continues its contingency sponsorship for the 2019 CRC season, with a program that provides all participating Subaru entries with even more financial incentive opportunities.For the 2019 season, any registered Subaru participants will be eligible for payouts for simply starting a national CRC event. Additional payouts will also be awarded for the top six Subaru finishers in every CRC event regardless of their overall finish, as well as every Subaru that finishes in the Top 6 overall. Subaru Canada will also provide payouts at the conclusion of the 2019 CRC season for the top Subaru drivers.Administered by the Canadian Association of Rallysport (CARS), the official sanctioning body of the CRC, the optional contingency program is open to all Subaru entries regardless of home country. To register, log on to the CARS website."The Canadian Association of Rallysport appreciates the continued support of Subaru Canada," said CARS president John Hall. "The programs provided really assist competitors and the events, and help create a vibrant Canadian Rally Championship that has a huge following amongst motorsport enthusiasts across the country."Click here to view Subaru Canada's profile...
2019-05-14
Northwell to sponsor WorldPride events
Northwell Health has partnered with NYC Pride to serve as a principal sponsor of events tied to WorldPride 2019 and celebrate the 50th anniversary of the Stonewall uprising. New York State's largest health system will host, participate in and sponsor a number of events throughout June in honor of LGBTQIA+ Pride Month, culminating in the NYC Pride March and PrideFest in Manhattan on June 30.Northwell's platinum sponsorship with the nonprofit Heritage of Pride, Inc., the organization that produces New York City's official LGBTQIA+ Pride events, includes signage at all major events as well as a physical presence at Opening and Closing ceremonies, the March, PrideFest and Family Movie Night. While Northwell Health employees have participated in the NYC Pride March for each of the last seven years, this is the first time the health system has served as a sponsor."Northwell Health is very proud to be a sponsor of Pride activities throughout the month of June," said Jennifer Mieres, MD, chief diversity and inclusion officer and senior vice president of the health system's Center for Equity of Care. "As the largest private employer in the state dedicated to cultural and social diversity, our goal is to provide each and every one of our employees a safe work environment that affords them dignity, respect and tolerance. As we prepare to commemorate the 50th anniversary of Stonewall, which serves as the unofficial beginning of the gay rights movement, we invite all of NYC to come out on June 30th and share our pride."The sponsorship agreement allows Northwell to have signage, posters, graphics and banners displayed prominently throughout the venues. Northwell will also offer LGBTQIA+ and other health and wellness services.Northwell's commitment to the LGBTQIA+ community centers around respect and inclusion such as asking for proper pronoun identification as part of the health care record and offering a host of services highlighted by the Gerald J. Friedman Transgender Health and Wellness Program at Lenox Hill Hospital in Manhattan, the Northwell Health Center for Transgender Care and employment and career development services at Zucker Hillside Hospital in Glen Oaks, Queens."Access to quality health care is a basic right that is too often denied to LGBTQIA+ people. As a physician, I have a moral and ethical duty to deliver the highest quality care that transgender and gender nonconforming communities need; as a gay man, I am proud to work in an organization that is a leader in this movement," said Leonid Poretsky, MD, Chief of Endocrinology and founder and Director of the Gerald J. Friedman Transgender Health and Wellness Program at Lenox Hill Hospital. Dr. Poretsky recently published, along with co-editor Dr. Wylie Hembree, the textbook "Transgender Medicine: A Multidisciplinary Approach." "We also strive to improve medical education and to develop new knowledge about best approaches to transgender patients."The health system also offers all employees the opportunity to participate in its EXPRESSIONS Business Employee Resource Group. Through its commitment to humanistic care for diverse communities, Northwell has been designated a Leader in LGBTQ Healthcare Equality by the Human Rights Campaign Foundation's Healthcare Equality Index."We are proud to have Northwell Health as a strong supporter of WorldPride | Stonewall 50," said Chris Frederick, executive director of NYC Pride and Heritage of Pride, Inc. "We could not create the over 25 events that inspire over four million without their generous support. We look forward to working with Northwell Health on making this year a success and welcoming the world for this historic occasion." Heritage of Pride's mission is a future without discrimination where all people have equal rights under the law. We do this by producing LGBTQIA+ Pride events that inspire, educate, commemorate and celebrate our diverse community....
2019-05-13
GAME ON: SEVEN INSIGHTS ON FORMULATING AN ESPORTS MARKETING STRATEGY
Thinking about about planting a flag in the esports space? You’d be smart to.In just the last few months, non-endemic brands like Nike, State Farm and Coca-Cola have cut sponsorship deals, while new games like Apex Legend are experiencing fan growth rivaling Fortnite’s rise. New tournaments are cropping up, esports-specific arenas are being built and prize pools are reaching the tens of millions. Chances are that as a marketer, you’ve considered entering the space, but there’s a caveat: You can’t just jump in headfirst without studying the community, learning about their passions and interests and, above all, listening to the fans. We polled experts from Major League Gaming, HP, esports organization the Immortals and Overwatch League team New York Excelsior for insights on jumpstarting an esports marketing strategy.1. ACTIVATE LOCALLYWith major esports leagues now moving to a franchise model, brands will have more opportunities to activate against teams at the local level. “Everything is not ‘straight to the Super Bowl,’” says Mike Sepso, co-founder of Major League Gaming. “There are more local activations, more experiential opportunities with teams. That’s going to continue to grow as teams gain more fandom and the infrastructure that’s supporting those teams starts to build. Brands can focus on a local market, get some learnings there and then move into larger national and global campaigns.” 2. BE AUTHENTICEstablishing an authentic connection with consumers is paramount regardless of the industry. But the esports community in particular will let you know immediately if you’ve missed the mark.“A consumer has to trust that your brand is going to align with the values of gamers and fans of esports,” says Emily Ketchen, head of Americas marketing at HP. “A brand should identify an authentic voice within the esports space and be able to provide meaningful interactions and connections for consumers.”Related to that is choosing the right partnership—with a team, a league, or perhaps a player—and maintaining an authentic presence there as well. “Find a partner that really aligns with your brand’s goals, its voice and its audience. Then, through that partner, you can communicate authentically with a new audience and begin to form those relationships within the esports community,” Ketchen says.Such is the case with HP’s influencer program called the Omen Squad, a group of skilled gamers on Twitch who share tips and tricks to the community while using HP products, effectively funneling Omen’s mission of elevating the game directly to the community. 3. STUDY THE FANSHow to keep a partnership authentic? Ask the community. “The best way to find out who would make a great partner is to ask your players about the products and services that they actually authentically like and use,” Ari Segal, president and ceo of esports organization Immortals, said at the 2018 Esports Business Summit.Immortals partnered with footwear brand K-Swiss on the launch of an esports lifestyle sneaker, the Immortals Icon. And in mid-2019, it will unveil an esports competitive gaming sneaker developed by K-Swiss designers and Immortals players. “We look for something that tells a story for our brand, is authentically related to our players and also helps to add value to the fan experience,” he said. 4. HELP GAMERS CONNECTWhen Overwatch League team New York Excelsior (NYXL) created a pop-up retail shop and computer gaming LAN center in Brooklyn, NY, several months ago, the goal was to create an exciting and safe space for gamers to come together while ramping up for the league’s second season. The key ingredient was a sense of community.“Because we’ve been playing games and producing gaming events for over a decade, we know that people want to play games together,” says Ben Nichol, head of events and business development for NYXL. “They want to celebrate their shared passion. They want to talk about it and they want to interact.”5. BE INCLUSIVEA study by research firm Interpret estimates that women make up 30 percent of all esports fans, a six percent increase since Q4 2016. And according to NYXL head of merchandising and consumer product Collette Gangemi, about 40 percent of consumers who entered NYXL’s pop-up were female. To cater to them, the team created apparel collections and a jewelry collection inspired by streetwear designer Melody Ehsani.“It was really important to NYXL that we capture and create products for the female gamer consumer,” she says. “It’s a very important part of our business, and we plan on doing more of those collaborations and expanding our collection for the female consumer in the future.”While the industry has been criticized of late for its lack of diversity, many esports organizations and brands, including Immortals and HP, are committed to making it a priority. HP has worked with Canadian professional esports gamer and five-time champion Stephanie Harvey, who herself is a pioneer in expanding diversity and inclusion for women in gaming. 6. BE ADAPTABLEExpansion continues to be a characteristic of this industry, with new games popping up and gaining massive attention almost immediately. Apex Legends boasted 50 million players worldwide just one month after launch, and Fortnite’s expansion and infiltration into the mainstream was astounding (who hasn’t tried the floss dance?). That means that brands must be adaptable with their strategy in order to accommodate the industry’s fluidity and rapid growth.“There will be more and more casual gamers over time,” says Ketchen. “It’s important to think about the potential reach of each and every activation and embrace this new cadre of fans who are coming in—how you need to shape your strategy, your communications and the way you interact as a brand for that audience.” 7. THINK DIGITAL FIRSTEngage fans who aren’t present at the event. The live stream of a tournament on Twitch can considerably amplify an audience—and with that, the participatory factor.“You might have a hundred thousand people on the ground, but how do you share that experience?” says Ketchen. “It’s very endemic to the space itself. I think you’re going to see brands thinking more about how they can create that experience for people who may not actually physically be at the event.”As an example, at the HP Omen Challenge, gamer influencers compete in a tournament while being blasted with 4D effects like fire (with heat), tornadoes (with wind) and earthquakes (with gyrating chairs), all decided by audience members voting in real time—but also by viewers streaming the tournament live on Twitch. HP enlists live social coverage of the event through influencer partnerships, as well.From partnerships to activations to digital engagement, opportunities indeed abound in esports.Article by Kaylee Hultgren as posted on EventMarketer.View Coca-Cola's, Nike's and State Farm's profiles....
2019-05-13
Empire State Building Run-Up Presented by Turkish Airlines Powered by the Challenged Athletes Foundation
9-Time Winner Suzy Walsham Returns To Defend Her TitleToday, the Empire State Building announced that elite tower runner Suzy Walsham will return to the World's Most Famous Building on Tuesday, May 14, 2019, for the Empire State Building Run-Up (ESBRU) Presented by Turkish Airlines Powered by the Challenged Athletes Foundation, to secure her spot as the most decorated athlete in the history of this race.Walsham, 45, of Singapore, achieved immortality in 2018 when she earned her sixth-straight and record-extending 9thoverall victory in the women's invitational heat with a time of 12:56. The 42nd annual race will pit Walsham against rival Cindy Harris, currently the No. 1 and No. 2 ranked female tower runners in the world, in a showdown between two titans of the sport as Walsham also won the Taipei 101 Run-Up on May 4, 2019."The Empire State Building is the most iconic building in the world, so it's only fitting that the Run-Up is the world's most iconic athletic challenge," said Walsham. "It is an honor to have the opportunity to defend my title once again this year and not one that I take lightly. I have nothing but respect for the building and the 1,576 steps that it takes to achieve greatness."The men's heat will feature a showdown between Run-Up veterans Sproule Love of the U.S. and Ralf Hascher of Germany. The two were involved in one of the most dramatic finishes in race history in 2018 when Love crossed the finish line a mere one second ahead of Hascher.Among the leading contenders in the women's and men's invitational heats are Shari Klarfeld of the U.S. and Maria Elisa Lopez Pimentel of Mexico, as well as David Roeske of the U.S. and Fabio Ruga of Italy, all of whom finished in the top six in their respective heats in 2018.In addition to the roster of international elites, the Run-Up's lottery participants also reflect the growing global reach of the historic race. Runners from New Zealand, Malaysia, Belgium, England, China, Spain, Finland, Canada, and Italy will assemble at the landmark to climb their way to the top.Turkish Airlines, Turkey's national flag carrier and the airline that flies to more countries and international destinations than any other airline, returns for its second year as presenting sponsor of the 2019 Run-Up. This year, Turkish Airlines will be providing 20 roundtrip airline tickets to elite tower running athletes around the globe to inspire new runners to take on the challenge of the Empire State Building Run-Up. Turkish Airlines' New York office is located in the Empire State Building, with its global headquarters based in Istanbul."It is truly an honor to once again be part of such a momentous event, at one of the most iconic buildings in the world," said Turkish Airlines New York General Manager Cenk Ocal. "People from all over the world dream about seeing this building in person, and very few get the opportunity to climb it, so it comes with great pleasure to provide runners the opportunity to see the world by gifting them with tickets on Turkish Airlines to one of our 300-plus destinations around the world."Returning as the official charity of the Run-Up is the Challenged Athletes Foundation (CAF). As a world leader in helping people with physical challenges get access to sports and an active lifestyle, CAF believes that participation in physical activity at any level increases self-esteem, encourages independence and enhances quality of life. "This iconic and challenging athletic event brings together supporters and challenged athletes to help further our mission. Our group of fundraisers doing the run-up and impressive group of challenge athletes form a powerful team that shows the world what's possible when individuals with physical disabilities get the support needed to achieve their goals," said Laura Stein, Sr. Marketing Director for CAF.In addition to Turkish Airlines and CAF race heats, participants in the race include representatives from charity partner the Multiple Myeloma Research Foundation, the men's and women's invitational, media, celebrities, New York City real estate brokers, lottery participants and, for the third year, members of the New York City Police Department and the Fire Department of New York.The Empire State Building's world-famous tower lights will shine in Turkish Airlines' colors, red and white, on the evening of the race in celebration of the event.View Turkish Airlines profile here...
2019-05-10
Real Madrid to sign biggest sponsorship deal in football history
Spanish club Real Madrid are reportedly set to extend their kit-sponsorship deal with Germany-based sportswear giants Adidas, as per reports. Real Madrid will thus look to continue their ongoing partnership with the company through 2028 as part of a new agreement.Goal reports that Real Madrid has reportedly signed a massive new €1.1billion (£946million/$1.2billion) sponsorship deal with Adidas. The new sum of money involved could easily make it the biggest-ever kit sponsorship deal in the history of football.Real Madrid and Adidas have been working together since 1998, and it was Adidas that confirmed on Wednesday that a new deal was in place on Wednesday, as per Goal. The German company did not reveal financial details, however.The new deal means that Real Madrid could pick up as much as €​152million (£130million/$170million) per year as far as merchandising is concerned. The revised deal hence proclaims a massive raise over the €​52million per season, that exists on the current deal between Adidas and the Spanish outfits.To put things in perspective, Real Madrid will earn well ahead of rivals Barcelona as well. The Catalans currently earn around €​85million per year from American sportswear company Nike.“This agreement will help us to achieve our mission to be the best sports company in the world. It also underpins Adidas’ leadership in the football category,” Adidas company chief executive Kasper Rorsted said in a statement as per Goal.Adidas’ other sportswear partners in football include Italian leaders Juventus, Premier League’s Manchester United, and on.Article as posted on FoxSportsAsia....
2019-05-09
Brother International Corporation Supports Fashion Students With Fashion Institute of Technology Sponsorship
COLLABORATION CONTINUES WITH "THE FUTURE OF FASHION" RUNWAY SHOWBrother International Corporation is proud to support the next generation of fashion designers through its ongoing sponsorship of the Fashion Institute of Technology (FIT), which continues with the annual "The Future of Fashion" Runway Show, to take place tonight at 7:00 p.m. at the John E. Reeves Great Hall on the FIT Campus. Many of the looks featured in tonight's fashion show have been crafted on one of Brother's state-of-the-art machines."We are looking forward to viewing the exceptional work from FIT's graduating class and learning more about how Brother can help fulfill their visions," said Jim Price, Sr. Director of Marketing for Brother's Home Appliance Division. "It is our priority to consider the present and future needs of the fashion industry – and everyone working in it – as we continue to release cutting-edge products to bring their creative ambitions to fruition."Earlier this year, Brother donated over $100,000 worth of sewing, embroidery and electronic cutting machines to FIT's School of Art and Design for student and faculty use. Additionally, members of the Brother team led a series of tutorials and demonstrations with educators and technicians."We are very pleased to be in a partnership with Brother," said Troy Richards, Dean of FIT's School of Art and Design. "The company's generous donation shows a commitment to investing in our students who will change the industry with their limitless creativity. We look forward to what this partnership will bring."Brother's other fashion-related collaborations include sponsoring Bravo's reality competition program, Project Runway, which it has been doing every season since its inception in 2004. They have also collaborated with iconic American designer, Nicole Miller, having sponsored her "Fall '18 New York Fashion Week" show....