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Marketing and Sponsorship

Marketplace Roundup

AD AGE's Jeanine Poggi noted video game publisher Top Games USA will "advertise in the Super Bowl for the first time" with a 30-second spot to "introduce a new mobile strategy game." The commercial will "run during the third quarter." The spot, which will "feature a variety of undisclosed celebrities," was created with Butler, Shine, Stern & Partners, California (ADAGE.com, 1/20). Meanwhile, ADWEEK's Tim Nudd noted TurboTax will use the character Humpty Dumpty in a "45-second spot on Super Bowl LI." The new campaign, from Wieden & Kennedy, Portland, marks TurboTax' "fourth consecutive year" in the Super Bowl (ADWEEK.com, 1/22).

PLACE YOUR BETS: In N.Y., Ken Belson notes Falcons WR Mohamed Sanu is one of a handful of NFL players who were "paid a hefty upfront fee" by Fantex Holdings in return for a "share of his future earnings." Depending on his performance in the Super Bowl, his stock, which "trades on the secondary market under the ticker SANUL, could rise if, say, he landed a big sponsorship deal." Buying shares in his stock "might also be a way for fans to place an unconventional bet on the potential success of the Falcons, without going to a bookmaker" (NYTIMES.com, 1/23).

DRINK IT UP: ELeague has signed a deal with Gamma Labs’ G Fuel brand for the energy drink category in '17. The agreement includes naming rights to ELeague’s studio, now entitled G Fuel ELeague Arena. G Fuel gets exclusive media rights to the e-sports competition's TBS broadcasts and Twitch streams, and will produce custom digital content, social media campaigns and on-site activation. Terms were not disclosed, but one-year deals with the Turner Sports/WME-IMG joint venture sell for roughly $2M. The sponsorship, which the parties negotiated directly, is the second sold by ELeague for '17, following a deal with Dell’s Alienware PC hardware brand (Ben Fischer, Staff Writer).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

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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