AD AGE's E.J. Schultz noted Coca-Cola sponsored last year's "League of Legends" World Finals, but has "yet to renew." Coke VP/Entertainment, Ventures & Strategic Alliances Matt Wolf said, "Partnership decisions are still being made for 2017." Wolf "praised Riot's organizational changes." Wolf: "We see this as a positive evolution to enable brands like Coca-Cola to build strategic partnerships with the future-focused esport community" (ADAGE.com, 6/1).
AUSTON POWERS: Fanatics on Friday announced an exclusive collectibles and memorabilia partnership with Maple Leafs C Auston Matthews. Fanatics Authentic will be the sole distributor of authentic memorabilia for Matthews, who just completed his rookie season. CAA reps Matthews and brokered the deal on behalf of its client. Other athletes with exclusive Fanatics deals include Capitals LW Alex Ovechkin, Warriors G Stephen Curry, Cubs 3B Kris Bryant and Packers QB Aaron Rodgers (THE DAILY).
SHOW ME THE MERCH: In Akron, Jim Mackinnon noted Goodyear's global HQ set up a Cavaliers "pop-up store in the ... main entrance" attracting "hundreds -- if not more than 1,000 -- of Goodyear employees." People "shopped for the latest wine-and-gold clothing under a new co-branding arrangement with Goodyear." Goodyear's Wingfoot logo will "appear on Cavs uniforms next season under a multityear deal" announced last month (AKRON BEACON JOURNAL, 6/1).
