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Marketing and Sponsorship

Marketplace Roundup

SPORTSBUSINESS JOURNAL's Bill King reports UFC has signed Edge Shave Gel "to an official-status sponsorship that kicks off in July with a national retail promotion that includes endorsement deals for five fighters." Edge already sponsors "The Ultimate Fighter" reality TV show on Spike, and UFC CMO Bryan Johnston said, "As much as we wanted a partnership relationship with Edge, the one specific thing we wanted was for them to do nationwide packaging at retail. Having our fighters out there in grocery stores, in 7-Eleven and convenience stores, that’s huge for us." The in-store promotion, which will run through Sept. 30, "will put the UFC logo on Edge packaging and fighter images on point-of-sale materials." In addition, sources said that the UFC is "closing in on a deal with a U.S. automaker" (SPORTSBUSINESS JOURNAL, 5/23 issue).

BREW CREW: In Milwaukee, Don Walker reports Brewers RF Ryan Braun "has taken a minority equity position in Limelite Fusion Drink, an energy drink being marketed at more than 500 retail locations around the state, including Miller Park, where it is the official energy drink of the Brewers." The product was developed by Wisconsin-based T-D Innovations. Braun also endorses Muscle Milk (MILWAUKEE JOURNAL SENTINEL, 5/26).

IN THE EYE OF THE BEHOLDER: In Toronto, Cynthia Vukets notes American tennis player Bethanie Mattek-Sands "has taken to playing in eye black" on the court, and is wearing "stick-on strips adorned with little silver Bs" this week at the French Open. Mattek-Sands said that the eye black "helps her game, but she also doesn’t shy away from the extra attention it has gotten her this year." She said that she has had "some interest from other players who want to sample her decals" (TORONTO STAR, 5/26).

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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