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Marketing and Sponsorship

Marketplace Roundup

A-B InBev recently ended its sponsorship of the U.S. Olympic Team, and AD AGE's E.J. Schultz cited a former A-B InBev exec as saying that the brewer's Olympic sponsorship was "not a good fit." The exec said that the Winter Games "do not fall in a 'key consumption period' for beer," and the Olympics "come shortly after the Super Bowl, on which the brewer puts a huge marketing bet with multiple pricey ads." The exec added that while the Summer Games "align better with the summer drinking season, they are not a great fit for beer brands because viewership skews older and more female." The exec noted that A-B InBev noted that the brewer had "not really been activating its USOC deal in a huge way" (ADAGE.com, 1/19). Former A-B InBev VP/Global Media & Sports Marketing Tony Ponturo on Wednesday tweeted, "Sad how InBev keeps tearing down what we built. The difference we built and grew market share / they lose market share" (TWITTER.com, 1/18).

A NEW CHAPTER: Adidas has "signed on to replace Under Armour as the apparel and game uniform sponsor" for the Reese's Senior Bowl. Senior Bowl Exec Dir Phil Savage said Adidas was "very interested in joining the Reese's Senior Bowl." Savage: "They will get 110 of America's best players in their apparel and gear in advance of the (NFL) combine. They think [they] can make some inroads (with players)." Meanwhile, under a new NFLPA deal, Senior Bowl participants can "wear different cleats, gloves, and other uniform accessories from different sponsoring companies" (PENSACOLA NEWS JOURNAL, 1/19).

BAD LOOK? Pro Football HOFer Jerry Rice "stars in a new Popeyes commercial called 'Popeyes Wingovations with Jerry Rice'" that has "angered some people who think it perpetuates the 'black people love chicken' stereotype." The ad "shows Rice wearing an odd contraption -- a football helmet, dubbed the 'Taste Mask' -- that has a piece of fried chicken attached to it for '360 degrees of pure wing rotation for handsfree wing eating'" (K.C. STAR, 1/20).

SBJ Morning Buzzcast: March 18, 2024

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On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

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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