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Marketing and Sponsorship

New Deal With Adidas Allows Predators' P.K. Subban To Show Off Creative Side

Adidas has agreed to a multiyear sponsorship deal with Predators D P.K. Subban, who will be featured in a variety of marketing campaigns and collaborate on the design of future hockey and training products. Subban joins an Adidas roster that includes Penguins C Sidney Crosby, Oilers C Connor McDavid, Stars C Tyler Seguin and Sharks D Brent Burns (Adidas). SI.com's Michael Blinn noted a "big part of the reason Subban chose to partner with adidas" was because he "wants to be known as ... a creator." Subban also joins Rockets G James Harden, Trail Blazers G Damian Lillard and FC Barcelona F Lionel Messi as Adidas endorsers. Blinn: "Make no mistake, Subban sees the common thread." Subban: "They're all creators. Those guys are all guys that have the ability to dominate in their sport, but do it in a unique way. I think they all have a mind of their own, and that's what adidas is. I think just like every other athlete that's with this family right now, you just want the opportunity to be able to create." As far as coming up with ways to grow hockey, Subban "believes it's an off-the-ice endeavor, mentioning the lifestyle part of the game that he feels is a blindspot" for the NHL. Subban: "This has everything to do with continuing to market the game and bring in new fans, and to do that, I think you gotta be able to cross different platforms." He added, "When you look at hip-hop culture and lifestyle branding and all those things, a lot of people would probably say that I resonate with that community, and when you mix that in with hockey, it is interesting. At the same (time), I'm a hybrid because I understand both ends of the spectrum, and I think that's kind of cool" (SI.com, 12/18).

P.K.'S GOOD STUFF: In Nashville, Joe Rexrode in a front-page piece notes Subban's latest community venture involved putting police officers with inner-city kids to "create 41 memorable nights for them to share" in what is called "P.K.'s Blue Line Buddies." Subban is "buying tickets to every home game for a different officer and kid, and their guests." They are "eating a deluxe buffet at the Patron Platinum Club in Bridgestone Arena and then watching the game from really good seats." Rexrode writes people should "see this program" as more than a PR "bump" for Subban and the Predators. Subban: "I’m making an effort to build a bridge. Trying to create positive energy between police officers that leave their houses every day, leave their families every day and don’t know if they’re going to come back, and our underprivileged youth." Subban "wants kids in middle and high schools who have a grasp on current events." The Predators "work with various groups in the city to select them" (Nashville TENNESSEAN, 12/19).

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.

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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