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Nielsen effort focuses on esports sponsor value

Published in SportsBusiness Journal on 08 / 21 / 17

Nielsen last week announced the launch of Nielsen Esports, a new vertical devoted to measuring sponsorship value in the emerging world of competitive video gaming. The business is centered on two product developments: new international viewer data in the U.K., France, Germany, China, South Korea ...

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Tags: Marketing and Sponsorship

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Keep up with changing technology

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Reebok logo will be seen at Olympics

Reebok has just one member of the men’s Olympic basketball team under contract while Nike has seven, but don’t expect a repeat of any ambush marketing akin to Michael Jordan’s 1992 flag-wrap during this year’s Games. U.S. Olympic basketball roster ...

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U.S. Olympic sports in marketing race

It was only a plate of potato chips and onion dip on a folding table in the afternoon sun, but it represented a dramatic step forward in Olympic sports marketing. At the recently completed U.S. Olympic swim trials in Long Beach, Calif., sponsors for the first time had an entertainment optio ...

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Entrepreneur pushes table tennis

To the Microsoft millionaires re-energizing bowling with their purchase of the PBA, and to “Body By Jake” Seinfeld’s efforts at making lacrosse more than a regional sport with Major League Lacrosse, add this tale of a Midwestern ...

Tags: ESPN, Marketing and Sponsorship, NBA

Lucas Oil signs on to Speed Channel

Cable networks continue to show confidence in alternative motorsports programming with a new show set for Speed Channel. At the forefront of these shows was FX’s “NASCAR Drivers: 360,” a reality program that showcased the everyday lives of Nextel Cup drivers such as Kevin Harvick, Kenny ...

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Mutual of Omaha wary of Athens

For one of the most fervent corporate supporters of Olympic-caliber swimmers, the tally is USA 320, Greece 0. Insurer Mutual of Omaha is “almost certain” to renew for another four-year deal as a sponsor of USA Swimmin ...

Tags: DHL, Marketing and Sponsorship, Mutual of Omaha, NBC, Olympics

Inside the marketing of 3 NBA clubs

The Trail Blazers tried to keep fans’ spirits afloat with a Rose Festival parade appearance. NBA players are in the midst of their offseason, but the work of team marketing executives continues in earnest through the summer months. Here’s ...

Tags: Basketball, Chicago Bulls, Marketing and Sponsorship, NBA, Phoenix Suns, Portland Trail Blazers

How L.A. saved the Games

Were it possible to visit the American sports landscape of 1978, you would find a Sports Illustrated cover posing the question, “Money: Is It Ruining Sports?” For the keepers of the Olympic movement, the answer was yes. Money — a profound lack of it — surely was ruining the Games. Montr ...

Tags: ABC, IMG, IOC, Marketing and Sponsorship, NBC, Olympics, USOC, Visa

Gateway has big plans for Athens

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Tags: Formula One, IMG, IOC, Marketing and Sponsorship, Mattel, NBC, Olympics, USOC, Verizon

AFL signs with Haddad for kids’ clothes

The Arena Football League has signed a three-year licensing deal with Haddad Apparel Group, the first-ever children’s clothing agreement for the indoor league as it looks to develop its consumer-products business. The deal with Haddad comes a month after the AFL secured a three-year appare ...

Tags: Football, Marketing and Sponsorship, MLB, NBA, NFL, NHL

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