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Marketing and Sponsorship

Marketplace Roundup: Liberty Media Approves Fan Competition Ahead Of British GP

Liberty Media approved a "unique competition" for fans to sleep in the Williams Formula 1 garage the night before this year's British Grand Prix. Williams sponsor Martini "came up with the sleepover idea" in partnership with Airbnb (MOTORSPORT, 5/12).

The Tokyo 2020 Organizing Committee and the Int'l Labour Organization agreed to a partnership aimed at advancing "decent work" through socially responsible labor practices among the Games' delivery partners. It is Tokyo 2020's first partnership with a UN organization (Tokyo 2020).

Scottish Premiership side Inverness Caledonian Thistle unveiled new home, away and goalkeeper kits for the '17-18 season. The club resumed its long-standing partnership with Italian sportswear manufacturer Errea (ICT).

Brasileiro side Santos announced a one-year sponsorship deal with Brazil-based insurance company Thinkseg. The brand’s logo will appear on the back of the team's shirts "with immediate effect" (SOCCEREX, 5/11).

Bookmaker Betsafe has been named principal partner of the first Star Sixes tournament, a "six-a-side football competition that sees former professionals compete" for their int'l teams. The event is organized by sports management agency Pitch Int'l in partnership with events company Football Champions Tour and takes place at London's O2 Arena from July 13-16 (GAMING INTELLIGENCE, 5/12).

Sportswear brand Umbro appointed MATTA to be its creative agency for a "series of campaigns" in '17-18, including new kit launches for Premier League side AFC Bournemouth and Eridivisie club PSV Eindhoven. The campaign, called "Next Chapter," will include a film referencing the recent history of Bournemouth (SPORT INDUSTRY, 5/12).

India-based dairy company Amul will be the "prime sponsor of the New Zealand cricket team" in the Int'l Cricket Council Champions Trophy that starts on June 1 in England. The Blackcaps will "sport a new jersey with the Amul logo on its chest during the tournament." NZ Cricket Commercial Dir James Wear said, "We are looking towards at least a couple of months and hopefully a long-term partnership" (IANS, 5/14).

IN GERMANY: Recently-relegated German side SV Darmstadt 98 unveiled lubricant manufacturer Rowe Mineralölwerk as its new premium sponsor. The three-year deal means the company's logo will "appear on the sleeve" of Darmstadt's shirts from the beginning of the '17-18 season. This is Rowe's first venture into professional football (SOCCEREX, 5/12).

Bundesliga side VfL Wolfsburg signed technical lighting manufacturer Trilux to an expanded three-year deal as a third-level premium partner. The deal is likely to be worth around €500,000 ($546,700) per year. The club also renewed men's clothing brand Roy Robson as a sixth-tier partner until the end of the '18-19 season (SOCCEREX, 5/12).

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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