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Marketing and Sponsorship

Turner Signs Snickers As Sponsor For Second ELeague Season, Brings Back Several Brands

Snickers has "signed on to sponsor season two of Turner and WME-IMG's ELeague series," according to Jeanine Poggi of AD AGE. Snickers as part of the deal will "sponsor the ELeague's pre-game show airing on TBS, and in post-game will air 'You're Not You When You Are Hungry' moments, which are essentially bloopers and gaffes that occur during game play." TBS airs "about eight minutes of commercials an hour in ELeague." Turner Sports Senior VP/Ad Sales Seth Ladetsky said that demand for ad time in ELeague has "been strong, and that they are effectively sold out of commercial inventory for the season." Snickers will "run ads during the breaks alongside ELeague's 'ad tracker,' a scrolling ticker highlighting stats and other information about teams and players." Arby's, Buffalo Wild Wings, Credit Karma and Domino's, which "were marketing partners in the first season, have also returned" (ADAGE.com, 10/25).

FIRST TIMER: The WALL STREET JOURNAL's Jason Gay recounted his experience attending the League of Legends World Championship Semifinals at Madison Square Garden on Friday and Saturday night, writing, "If I was ever going to see this videogame madness with my own two eyes, this was a perfect opportunity." Gay: "I agree the economic case for e-sports is compelling. ... I just didn’t see it. It seemed too out there, [too] weird, too nerdy -- even for a proud nerd like me." But the arena was "packed, loud, happy," and the drama was "fascinating!" It was "hard to not get swept up in the energy." Gay: "I still have no idea what is going on in e-sports, but I am starting to believe" (WALL STREET JOURNAL, 10/24).

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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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