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Marketing and Sponsorship

Marketplace Roundup

In India, Sharma & Rao reported Nike “has renewed its contract with the Board of Control for Cricket in India to be the official kit sponsor of the Indian cricket team and the new deal is said to be pegged at approximately” US$60.6M. Nike will also “be the official licencee for apparel merchandise for the Indian team” (TIMES OF INDIA, 4/26).

SWITCHING IT UP: Richard Petty Motorsports driver AJ Allmendinger for this weekend’s NASCAR Sprint Cup Series Crown Royal presents the Matthew and Daniel Hansen 400 at Richmond Int'l Raceway “will have primary sponsorship from Nautica, an apparel company part of VF Corporation.” Allmendinger, whose car is sponsored by Best Buy “for the majority of races, will have the Nautica logo on the hood of his car” (SCENEDAILY.com, 4/26).

RACING SCHOOL: In Miami, Michael Vasquez noted the Univ. of Miami was the “declared winner in NASCAR’s 12-school collegiate sports-marketing competition.” Students from the participating schools “worked through case studies and organized a promotional NASCAR viewing party," and these activities were factors "in the final ranking.” UM’s winning team “receives a free VIP trip to a NASCAR event,” and the five students will attend next month’s All-Star Race at Charlotte Motor Speedway. Oklahoma State Univ. finished second and Coastal Carolina Univ. came in third (MIAMI HERALD, 4/23).

DOUBLE OR NOTHING: MARKETING magazine’s Sarah Shearman reports Heineken “has launched StarPlayer, a dual-screen football game, as part of its UEFA Champions League sponsorship that fans can play while watching” games on TV. The free StarPlayer game, created by AKQA, can be “played on the Heineken Facebook page or downloaded from the App Store” starting today. Heineken “plans to make it available across multiple platforms.” Heineken reports that “75% of TV viewers are ‘dual-screening’ and 72% watch the UCL at home alone” (MARKETINGMAGAZINE.co.uk, 4/27).

HEALTHY LIVING: In California, Landon Hall noted former soccer player Mia Hamm is “lending her name to a Dannon promotion designed to help inform mothers” about the “right choices for their children’s diet.” Dannon on Monday launched the “Live Your Active Culture” campaign (ORANGE COUNTY REGISTER, 4/25).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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