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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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MForma hits a solo home run

Barry Bonds’ marketing team has signed an exclusive licensing agreement with mobile game maker MForma to develop a home run derby game that lets cell phone users virtually chase the all-time home run record alongside Bonds. MForma’s “Home Run History ...

Tags: Baseball, Marketing and Sponsorship, MLB, NFL, NHL, San Francisco Giants

Pack roll out summer Lambeau events

The tundra won’t be frozen, but this summer the Green Bay Packers hope renovated Lambeau Field will be almost as popular as on frigid game days. Through an agreement with preseason broadcaster Viacom, the Packers have been running vacation ads in three Midwestern cities touting a visit to ...

Tags: Football, Green Bay Packers, Marketing and Sponsorship

AOL signs deal with Golden Gloves

AOL has signed a deal with Golden Gloves of America that makes AOL for Broadband the presenting sponsor and exclusive Webcaster of the boxing group’s featured tournament. As part of the partnership, which is scheduled to be announced this week, AOL for Broadband will be on the center ma ...

Tags: Boxing, Marketing and Sponsorship, MLB, NASCAR, NBA, NBC, NFL, NHL

Sponsors buy into World Cup of Hockey

Fourteen North American and seven European companies have bought sponsorship packages for this summer’s World Cup of Hockey tournament. All are looking to borrow some of the equity from a competition that will see the game’s best players compete in an eight-team tournament at seven European ...

Tags: ESPN, Frito-Lay, Hockey, IMG, Marketing and Sponsorship, NHL, PepsiCo, Reebok

No word on Jones campaigns

Marion Jones is the universally recognized symbol of U.S. track and field, an Olympic champion whose boyfriend, sprinter Tim Montgomery, is regarded as the fastest man in the world. Jones doesn’t have any television ads on the air now, but she’s stil ...

Tags: Marketing and Sponsorship, Olympics

Cavs choose local ad agency

The Cleveland Cavaliers, a franchise with arguably the biggest marketing upside in the NBA, are turning to a local advertising agency with no previous professional sports clients to handle the team’s creative branding efforts. The Cavs last week selected Cleveland-based Stern Advertising o ...

Tags: Basketball, Cleveland Cavaliers, Detroit Pistons, Marketing and Sponsorship, Minnesota Wild, NBA, Seattle Seahawks

Goddess dead: Nike to retitle stores

Nike Inc. plans to open its first Nikewomen store next month. The opening, in Costa Mesa, Calif., is expected to be followed soon by the Nikewomen name replacing the Nike Goddess moniker currently used for the company’s all-women stores. In addition to stand-alone stores, the company opera ...

Tags: Marketing and Sponsorship

IOC licenses public attraction

A privately funded attraction licensed by the International Olympic Committee — featuring interactive displays, retail shopping and dining — is scheduled to open in central Toronto in early August. It’s a step in an IOC initiative ...

Tags: IOC, Marketing and Sponsorship, Olympics, USOC

LPGA adds 79 for branding

The LPGA has hired Element 79 Partners of Chicago to assist it in a recently launched branding project. Sources familiar with the project said the LPGA sent out a request for proposals for a brand analysis in mid- to late February before selecting Element 79 in late March. Since then, E ...

Tags: Golf, LPGA, Marketing and Sponsorship

EA, Players Inc. near major deal

Editor's note: This story is revised from the print edition. Players Inc., the marketing and licensing subsidiary of the NFLPA, is close to a billion-dollar deal that will grant NFL player rights to sports video game king Electronic Arts for the next four years. The magnitude of the ...

Tags: Baseball, Collegiate Licensing Co., Electronic Arts, Football, Marketing and Sponsorship, MLB, NFL

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