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SpongeBob meets hockey with Nick’s ties to NHL Winter Classic

Published in SportsBusiness Journal on 12 / 18 / 17

For NHL players, the Winter Classic is a reminder of how they learned to play hockey as kids. At this year’s edition of the tentpole event, Nickelodeon aims to elevate the experience for kids in attendance. The network will have its own space at the Winter Classic KidZone in the NHL’s...

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Hall of Fame Tour breaks boundaries

For all the reverence given to the Baseball Hall of Fame, there are two perennial complaints from fans: The Cooperstown, N.Y., shrine is difficult to reach for many fans, far from a major airport or large city, and once you get there, the museum features plenty of traditional glass cases and p ...

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IndyCar takes momentum to sponsors

The100th running of the Indianapolis 500 produced a rarity at massive Indianapolis Motor Speedway: a sellout. Photo by: PHIL ELLSWORTH / ESPN IMAGES Leaning against a concrete wal ...

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PrimeSport signed for Ryder Cup tickets

The PGA of America has signed its first secondary ticketing deal tied to the Ryder Cup, a 13-year agreement with PrimeSport. Atlanta-based PrimeSport becomes the official secondary ticketing seller around one of golf’s biggest events, beginning with the 2016 edition this fall and running th ...

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Dean & DeLuca due at Colonial this week

Dean & DeLuca is bringing a taste of New York (and elsewhere) to Texas this week, setting up a pop-up store at venerable Colonial Country Club in Fort Worth as part of its new title sponsorship of the local PGA Tour stop. The 60-by-30-foot store will open Wednesday and remain open through the ...

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Exclusivity returns to TPC Sawgrass club

When the PGA Tour earlier this year unveiled its new hospitality offering, The Players Club, for The Players tournament, the stated goal was to create a more exclusive experience in the opulent clubhouse of host site TPC Sawgrass. The approach a ...

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NCAA tabs agency for Final Four events

The NCAA tagline “The Road Ends Here” can be found everywhere on Final Four weekend, from the sideline of the basketball court to billboards and merchandise. Its Spanish translation — El camino se acaba aquí — might become almost as prevalent in the coming years as ...

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Dew Tour goes big on digital push

The new strategy is less about events and more about digital media content. Photo by:  GETTY IMAGES Editor’s note: This story is revised from the print edition. The Dew Tour is now ...

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Champions at World Congress

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Sponsors boost activation at Draft Town

The NFL is estimating more than 200,000 fans will move through its Draft Town in and around Grant Park this week as Chicago hosts the NFL draft for the second straight season, and the league’s business partners are finalizing their activation playbooks. Tracie Rodburg, NFL vice president of ...

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Seen, spotted and celebrated

About 125 speakers and special guests took over the third floor at CAA headquarters for a reception on the night before the World Congress of Sports, at Avenue of the Stars in Century City. CAA Sports co-heads Howie Nuchow and Michael Levine welcomed the group, with Nuchow saying, “Growing up ...

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