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Marketing and Sponsorship

Goodyear Won't Renew U.S. Ski & Snowboard Sponsorship; NGB Acquires NASTAR Program

Goodyear will not renew its sponsorship of the U.S. Ski & Snowboard Association, which began in ’13. USSA CMO Mike Jaquet in February had said the two sides were in talks for an extension through ’19. Goodyear GM/Sponsorships & Marketing Assets Gary Melliere declined to comment on reasons for not renewing, but Jaquet suggested the decision was related to the company’s new deal as title sponsor of the Cotton Bowl and an increased investment in NASCAR. The NGB is now in talks to fill the tire category.

SETTING THE PACE: Meanwhile, the USSA yesterday announced an agreement with Active Interest Media to acquire control of NASTAR, a recreational ski racing program in place at 115 U.S. resorts. The deal calls for the NGB to take complete ownership within six years. This structure allows the USSA to delay payment for the low-seven-figure acquisition until NASTAR produces some revenue. Jaquet said that the partnership will allow USSA sponsors to reach a larger audience, including families and children who participate in ski racing at the grassroots level. NASTAR’s primary sponsorship with Nature Valley expired last month. Jaquet will now be able to fill that inventory, as well as several associate sponsorships. He said discussions are ongoing with several USSA partners about integrating NASTAR inventory into their current deals.

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.

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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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