Daytona Rising founding partner Florida Hospital has selected Aquarius Sports & Entertainment to manage its deal with Daytona Int'l Speedway. The hospital, whose deal is for more than 10 years and worth in the low- to mid-seven figures annually, will mainly focus on B2B efforts in Year 1 of the pact because the $400M Daytona Rising project will not be completed until '16. However, the hospital may have a limited activation effort for consumers at the track's midway this season. Starting with the Daytona 500, all medical personnel and equipment will feature Florida Hospital branding. When the renovation is complete, the hospital, which became the second founding partner of Daytona Rising after Toyota, will be the featured brand showcased at one of the facility's five new entrances that will offer 20,000 square feet of engagement space (Adam Stern, Staff Writer).
NAVIGATING A BUSY AIR SPACE: In Chicago, Lewis Lazare reported while United Airlines "declined to talk about why it let the Cubs sponsorship get away," interviews with execs at both American Airline and the Cubs organization "make it clear money was definitely a big factor -- along with American's desire to raise its marketing profile in Chicago." When the merger with US Airways is completed later this year, American Airlines "could eclipse United as the largest carrier in the market, at least terms of daily departures." But until now, American, unlike United Airlines, had "made no inroads in inking pro sports sponsorships in the Chicago market." Though it is losing the Cubs, United Airlines will "continue to serve as the official airline" of the Bears, Bulls, Blackhawks and White Sox (BIZJOURNALS.com, 2/10).
LIKE A GLOVE: In Milwaukee, Guy Boulton reports former MiLBer Lee Jaramillo and former MLBer Jason Jaramillo have designed a "glove worn under a baseball glove to provide additional padding and protection" that has "become the basis for a fledgling company called 'forceout.'" The two "began thinking about starting a company when other players started asking for the glove." The company has "filed for a patent and is in the initial stages of marketing its product, with Dick's Sporting Goods planning to carry it online this spring" (MILWAUKEE JOURNAL SENTINEL, 2/10).
BAHAMA MAMAS: GOLFCHANNEL.com's Randall Mell cited Bahamas Ministry of Tourism officials as saying that the LPGA has "signed the Pure Silk Bahamas Classic to a three-year contract extension." Bahamas Minister of Tourism Obediah Wilchombe on Sunday said that the event "will return to the Ocean Club Golf Course" through '18. The Pure Silk Bahamas Classic "made its debut" in '13 (GOLFCHANNEL.com, 2/8).
