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SBD Global/January 12, 2017/Marketing and Sponsorship

Marketplace Roundup: Ear To The Ground To Handle Müller Rice NBA Activation

Ear to the Ground will handle Müller Rice's sponsorship activation at the NBA Global Games London 2017 on Thursday. Ear to the Ground will "deliver an integrated brand experience aimed at fans," while curating an on-court moment involving Müller Rice brand ambassador Tasty B. Ear to the Ground and the NBA "developed a campaign that places Müller Rice’s rapping bear -- Tasty B and his Rice Crew -- at the heart of the activation to ensure maximum engagement with fans before, during and after the event" (EVENT MAGAZINE, 1/11).

British Cycling confirmed a partnership with sports nutrition company Science in Sport. The four-year deal begins this month. SiS will work directly with Great Britain Cycling Team athletes to create nutritional strategies for the next four-year cycle, including the Tokyo 2020 Olympics and Paralympics (British Cycling). 

World No. 1 women's golfer Lydia Ko "now has her own apparel line." McKayson, the newly launched golfwear brand of MCS Sports Co., announced the McKayson LK line, "which Ko will debut at the ISPS Handa Women's Australian Open next month." The "initial term of the sponsorship will be three years," from '17 through '19 (GOLF WEEK, 1/9).

WME-IMG
announced a partnership to benefit UNICEF. The alliance will be driven by the WME-IMG Foundation and the U.S. Fund for UNICEF, both headquartered in N.Y. WME-IMG will lead the co-creation and distribution of content to elevate UNICEF's causes (WME-IMG). 

French national gambling operator FDJ and the French Professional Football League (LFP) have re-upped their partnership for four years, through the Parions Sport brand. Partners since ’09, the LFP and FDJ will now work together through ’20. For the first time, the Parions Sport brand will be the focus point of the partnership. The deal is part of a new strategy for FDJ, which is prioritizing its marketing through football and cycling (LFP).

Ligue 1 side Lille and Uber, partners since November, have reinforced their partnership. The deal offers exclusive access to Uber drivers for spectators going to Lille matches at the Stade Pierre Mauroy. The reinforcement will include activations dedicated to Lille fans through the Uber app (Lille).

Second Bundesliga club Fortuna Düsseldorf and Puma have decided to end their partnership at the end of the '16-17 season. The partnership between the club and its kit supplier dates back to the start of the '03-04 season. Uhlsport is reported to replace Puma as the team's official supplier (SPONSORs, 1/11).

The 13th edition of Kenya's Sports Personality of the Year Awards "got a shot in the arm" with a 3M Kenyan shillings ($28,900) sponsorship received ahead of the Jan. 19 gala. The Kenya Tourism Board presented a 1.5M Kenyan shillings ($14,450) sponsorship while the National Social Security Fund gave a 1M Kenyan shillings ($9,633) sponsorship. Local fashion house Vivienne Taa gave a 500,000 Kenyan shillings ($4,817) sponsorship (ALL AFRICA, 1/11).

Brasileiro side Corinthians announced a partnership with Brazilian English language academy Minds English School. The school logo will appear on the sleeve of the team's shirt, and will also have a presence on the team's social networks, where it has more than 17 million followers (Minds).
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