SBJ/June 3-9, 2013/In Depth

Social media sponsorship deals

Here's a look at several recent social media-oriented sponsorships in the sports world.

Brooklyn Nets Instagram: The Nets’ official Instagram destination is sponsored by local firm B&H Photo. An endemic
The Nets’ social media efforts stay true to the black and white color scheme the team adopted.
tie-in given B&H’s status as a photo equipment retailer, the destination also includes filters for users to turn their photos to black and white, keeping with the visual theme the club has chosen for its inaugural season in Brooklyn.

Golden State Warriors Social Media Night: Online insurance company Esurance sponsored the club’s Social Media Night, which included the giveaway of branded texting gloves, a postgame question-and-answer session with Warriors guard Jarrett Jack, in-arena social scavenger hunts and other activities.

Los Angeles Galaxy Social Hub: Chevrolet has signed on as the official sponsor of the MLS club’s social media aggregation, a second-screen experience tying together stats, highlights, Twitter-based voting, Instagram galleries and other content.

New Jersey Devils Mission Control: The Devils were one of the first sports teams to create a centralized destination for all of their social media, and many of the team’s corporate partners have aligned with the product, including the New Jersey Lottery and the state Division of Travel and Tourism.

Twitter Amplify: This new platform for Twitter features near-real-time video clips, such as game highlights, accompanied by short commercials. ESPN and Turner Sports were among the initial partners, followed by more than a dozen other major entities, including MLB Advanced Media, WWE and the PGA Tour. Participating brands have included Coca-Cola, Sony, Sprint and Taco Bell, among others.

The NFL’s McCourty brothers aligned with Palmer’s Cocoa Butter after tweeting on their own about the product.
Ruffles:
The potato chip brand and official NFL sponsor ran a photo caption contest on Facebook before the NFL draft, with top entries winning a trip to New York for April’s event. Other NFL sponsors, including several Procter & Gamble brands, have conducted similar Facebook-based campaigns and contests.

Palmer’s Cocoa Butter: NFL cornerbacks and twin brothers Jason and Devin McCourty are endorsers of skin product Palmer’s Cocoa Butter, with the deal signed after the two tweeted on their own about the product. The pair now have a joint Twitter and Facebook account, and have posted several Palmer’s clips on YouTube.
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