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Marketing and Sponsorship

Marketplace Roundup: England & Wales Cricket Board Renews Partnership With Yorkshire Tea

The England & Wales Cricket Board announced a renewal of its partnership with Yorkshire Tea as the official brew of England cricket for a further three years. The agreement, an extension of a previous three-year deal which began in '13, will see Yorkshire Tea increase its investment and build on its commitment to the only sport which stops for a tea-break. The brand will benefit from a range of commercial rights including access to England players, in-ground advertising and on-pack promotions. The new deal will also embrace wider marketing activity and promotions including TV advertising, a social media campaign and on-pitch appearances by the Yorkshire Tea brand during the tea-breaks at all Investec test matches (ECB). ... Non-alcoholic Tourtel Twist will be the “featured product” of Carlsberg-owned Kronenbourg Brewery for its Euro 2016 ad campaign: “Toast With Tourtel Twist.” Carlsberg is the official beer of the Euro 2016 tournament, but because of the “Loi Évin” which prohibits alcohol advertisement on TV or in cinemas in France, the company is forced to “push its non-alcoholic option to the public” (SPORTSMARKETING.FR, 2/3). ... Sports goods retailer Intersport is continuing its partnership with French Ligue 1 side Olympique de Marseille. A club sponsor for more than six years, the Intersport logo will be featured on the front of OM’s jerseys for the fifth year in a row. No financial details have been released (Intersport). ... British motor racing team JOTA Sport announced a landmark sponsorship deal with G-Drive Racing, the Russian team, sponsored by Gazprom Neft’s premium G-Drive fuel brand. The sponsorship arrangement spans 12 months and will see Gazprom Neft take on the naming rights for JOTA Sport, under the premium fuel brand, "G–Drive." The financial details are not being disclosed (JOTA Group). ... The Infiniti name "will remain in Formula 1 in 2016 after announcing it had switched its allegiances from Red Bull Racing to Renault." Infiniti has now "become a technical partner of the Renault Sport Formula 1 team, which is making its return as a full-time manufacturer entry this season after buying the Lotus F1 Team" (CHECKERED FLAG, 2/3). ... EPL side Norwich City "appointed data-driven sports agency Two Circles in a multi-year deal." The partnership will help the club "enhance fan engagement and increase commercial performance," including leveraging the club’s digital assets. Two Circles will be "building and implementing specific tools to analyse and enhance all methods of fan engagement" (ISPORTCONNECT, 2/4). ... Cypriot operator Cyta "entered into an agreement" with the Cyprus football federation (CFA) so that the country's top football league, Pagkyprio Prwtathlhma A, will be named the Prwtathlhma Cyta (Cyta Cup) after its brand until '19. Besides signing the agreement for the sponsorship of "Cyta Cup" with CFA, Cyta "also entered into an agreement with CFA for securing television rights" (TELECOM PAPER, 2/4).

RACING FINDS SPONSOR: Argentine first division side Racing has a new shirt sponsor, electronics brand RCA. The contract, signed following “arduous negotiations,” covers the '16 season. RCA branding will be present on the chest and back of Racing’s first-team shirt, and the brand will also have a presence on Racing’s youth team kits, as well as at the club’s home stadium, El Cilindro (OLÉ, 2/3).

SBJ Morning Buzzcast: March 18, 2024

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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.

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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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