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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

The WALL STREET JOURNAL's Vranica & Perlberg note marketers have been "moving money, gradually but measurably, away from TV and into digital outlets that promise sophisticated ad targeting and the ability to reach audiences that are eschewing traditional television." But some TV execs are "going ...

Tags: Marketing and Sponsorship

NASCAR In Advanced Talks With DraftKings

NASCAR is in advanced negotiations with DraftKings to join the daily fantasy sports operator's slate of games, and a deal could be announced in the next few days, according to industry sources. Financial or structural terms of the pending partnership are not yet known. But sources said the sanctioni ...

Tags: NASCAR, Marketing and Sponsorship

NBA Taps Stance As Sock Provider

The NBA yesterday announced a multiyear deal making California-based Stance the league's official on-court sock provider beginning with the '15-16 season. The Stance logo will appear on all on-court sock designs, marking a first for the NBA. Stance yesterday also added Warriors G Klay Thompson to it ...

Tags: Marketing and Sponsorship, NBA

Klay Thompson To Endorse ShotTracker

Wearable tech firm ShotTracker, a "set of devices that help basketball players improve their shooting," has signed a multiyear endorsement deal with Warriors G Klay Thompson, according to Glen Hack of the K.C. STAR. The deal includes a "virtual basketball camp June 21-28 with workouts and drills des ...

Tags: Marketing and Sponsorship, Golden State Warriors, NBA

Marketplace Roundup

ADWEEK's Lauren Johnson reported Sonic Drive-In yesterday launched an ad campaign starring Thunder F Kevin Durant, with 15- and 30-second spots that "will run on TV, online and on social media" through August. The first spot plays off Sonic's familiar "Two Guys" format and takes place at a ...

Tags: Marketing and Sponsorship

Mayweather-Pacquiao To Set Sponsor Records

Saturday's Floyd Mayweather Jr.-Manny Pacquiao fight is "expected to shatter all revenue records in boxing history, including for most money generated by sponsors," according to Dan Rafael of ESPN.com. Top Rank President Todd duBoef on Friday said that their contracts "with five title sponsors" will ...

Tags: Marketing and Sponsorship, Boxing

Kentucky Derby Horse Promotes Big Fight

Kentucky Derby competitor Itsaknockout's blanket on Saturday during the race will feature the words "Mayweather" in orange on one side and "Pacquiao" in yellow on the other as part of a "partnership between Starlight Racing," which owns the horse, and the promoters of the Floyd Mayweather Jr,-Manny ...

Tags: Marketing and Sponsorship, Horse Racing, Boxing

LiftMaster To Sponsor Pole At Kentucky Speedway

Deepening its ties in NASCAR, LiftMaster today will announce that it has become the first pole sponsor in Kentucky Speedway history with a one-year deal that includes an option to extend and cost the company less than six figures. The garage-door opener, which is also a sponsor of Hendrick Motorspor ...

Tags: Marketing and Sponsorship

Luck, Romo Join Mannings To Promote DirecTV

DirecTV on Thursday signed Colts QB Andrew Luck and Cowboys QB Tony Romo to multiyear deals to endorse its NFL Sunday Ticket package. The pair will join Broncos QB Peyton Manning and Giants QB Eli Manning in a variety of PR, advertising and marketing activations to promote the satellite TV provider' ...

Tags: Marketing and Sponsorship, DirecTV

Flames Merch Flying Off The Shelves

The sale of Flames jerseys "has skyrocketed despite hefty price tags" since the team clinched its first appearance in the Stanley Cup Playoffs in six years, according to Laura Booth of the CALGARY SUN. Calgary Sports & Entertainment Dir of Retail Brent Gibbs, whose company operates four FanAttic ...

Tags: Marketing and Sponsorship, Calgary Flames, NHL

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