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Sleep Deprivation: Mattress Company Airweave Ends USOC Deal Three Years Early

Published in SportsBusiness Daily on 06 / 27 / 17

Japanese mattress top maker Airweave quietly pulled out of its USOC sponsorship in April, three years short of the deal’s scheduled expiration. After first signing with Team USA during the '14 Sochi Games as part of a push to establish U.S. brand awareness, Airweave re-upped through the '20 ...

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Tags: Marketing and Sponsorship, USOC

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Marketplace Roundup

In Buffalo, David Bertola reports locally based G&G Fitness is "planning to introduce the Gronk fitness line of equipment" in the nickname of Patriots TE Rob Gronkowski. The company is owned by Gronkowski's father, Gordon. The new equipment line will feature a silhouette of the All Pro "spiking ...

Tags: Marketing and Sponsorship

DraftKings Completes Deal With NASCAR

Daily fantasy sports operator DraftKings has completed a three-year deal with NASCAR to be the racing property's official daily fantasy sports partner. The deal, which was first reported last month by THE DAILY , grants DraftKings an exclusive license to develop NASCAR-branded daily games, aided in ...

Tags: Marketing and Sponsorship, NASCAR

Giants' Beckham Wins "Madden" Cover Vote

EA Sports last night named Giants WR Odell Beckham Jr. as the winner of the cover vote for the forthcoming “Madden NFL 16” video game. Beckham prevailed in a four-man bracket that was much smaller than several prior cover votes, and included Patriots TE Rob Gronkowski, Steelers WR Antoni ...

Tags: Marketing and Sponsorship, NFL, EA Sports

National Guard, NFL Teams Respond To Reports

National Guard Maj. Earl Brown yesterday said that the organization's contracts with NFL teams and other sports groups "were never intended to pay for salutes to the troops, and the payouts are being reduced because of 'significant resource constraints and future budget reductions,'" according to Ch ...

Tags: Marketing and Sponsorship, NFL, National Guard

Positive Reviews For NBA Christmas Jerseys

The NBA has a "new set of Christmas uniforms in the pipeline for this December, and they're likely to be more popular than their predecessors," according to Paul Lukas of ESPN.com. The jerseys feature a "holiday card theme, with script chest wordmarks inspired by vintage Christmas cards and heavy us ...

Tags: Marketing and Sponsorship, NBA

Monster Energy Drink Signs NHRA's Force

NHRA drivers Brittany and Courtney Force "were the major factors in Monster Energy Drink on Wednesday announcing a three-year deal for Brittany’s Top Fuel dragster," according to Louis Brewster of the Inland Valley DAILY BULLETIN. John Force Racing Owner John Force had "previously approached" ...

Tags: Marketing and Sponsorship, NHRA

Marketplace Roundup

In Louisville, Jennie Rees reports local merchandiser All Pro Championships has "entered into a licensing agreement with the owner of Kentucky Derby winner American Pharoah to sell the official American Pharoah T-shirts and caps at Pimlico this weekend for the Preakness Stakes." The company also "pr ...

Tags: Marketing and Sponsorship

Online Retailers See Major Spike In Brady Jerseys

Tom Brady's No. 12 jerseys have been the top-selling NFL item on Fanatics.com among all non-rookies since the Wells Report was released last Wednesday. Only Titans QB Marcus Mariota and Buccaneers QB Jameis Winston rank higher than Brady. Patriots jerseys on Fanatics.com also rank No. 2, behind ...

Tags: Marketing and Sponsorship, New England Patriots, NFL

Rogers Cup Title Sponsorship Renewed

Rogers and Tennis Canada yesterday announced a five-year renewal of their sponsorship agreement for the Rogers Cup in Toronto and Montreal. The deal keeps Rogers as title sponsor of the U.S. Open Series tournament through '20 and sees Sportsnet renew its broadcast rights, with expanded coverage for ...

Tags: Marketing and Sponsorship, Rogers Sportsnet

NFL Jets To Publicly Clarify Military Sponsorships

The NFL Jets yesterday said that in the future, they "will inform the public when they are being paid by the U.S. military in promotions honoring the troops" like they were with a three-year, $377,500 deal with the New Jersey National Guard , according to Jonathan Salant of the Newark STAR-LEDGER. ...

Tags: Marketing and Sponsorship, NFL

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