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BMW takes VIP cue, not color, from Masters

Published in SportsBusiness Journal on 06 / 29 / 15

With a nod to Augusta National’s ultra-posh Berckmans Place, organizers of this year’s PGA Tour BMW Championship are adding their own version of high-end hospitality called the Green Coat Club. No, the new club is not named after the Masters’ famed green jackets, but instead aft...

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05/11/15
Airbnb activates on NYRR deal

Accommodation website Airbnb.com will activate on its partnership with the New York Road Runners this week as it takes over title sponsorship of the NYRR’s half marathon on Saturday, the Airbnb Brooklyn Half. In 2014, the company signed a deal with the NYRR to become a foundation level part ...

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05/11/15
Tony the Tiger nabs NHL in Canada

The NHL has signed a Canadian sponsorship with Kellogg’s, making Frosted Flakes the official cereal of the league. Financial terms of the deal were not disclosed. The NHL has not had a sponsor in the cereal category in nearly a decade. Its last such deal was a U.S. sponsorship with Post ...

Tags: Marketing and Sponsorship

05/11/15
CSM soccer practice, exec coming to NYC

London-based CSM Sport & Entertainment has made one of its most aggressive moves into the United States, establishing a New York-based soccer division. CSM brought Gary Hopkins on board earlier this year, but it was just last week that the agency formalized his title as president and CEO of t ...

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05/11/15
The Lefton Report: A-B agency review

T he transfer of Anheuser-Busch InBev ’s U.S. marketing and sales offices from St. Louis to Manhattan this summer has gotten considerably frothier: A-B has put its sports agency in review. Sources said that client work that has been unde ...

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05/04/15
U.S. Soccer, NWSL slather on Coppertone

Bayer HealthCare has signed a multiyear partnership with the U.S. Soccer Federation and the National Women’s Soccer League that makes the company’s Coppertone brand the official sun care partner of both the league and the governing body. An industry source pegged the multi-year deal, ...

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05/04/15
Dr. Scholl’s touts products via NBA deal

While many brands have long used the power of the NBA to market sneakers, Bayer’s Dr. Scholl’s is linking up with the league to tout a decidedly different sort of footwear. Dr. Scholl’s signed a three-year deal to become an NBA promotional partner and will use league marks and d ...

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05/04/15
The Lefton Report: Fostering creativity

C had Biggs , Philadelphia 76ers senior vice president of corporate development and activation, had heard it so many times during his six years working at the NBA’s New York City headquarters that it became a mantra: “Big Ideas Find ...

Tags: Marketing and Sponsorship

04/27/15
UA in talks with NBA for limited license

New details have emerged regarding Nike’s expected on-court apparel deal with the NBA, but coming with those particulars are questions about the contract that, once finalized, would take effect with the league’s 2017-18 season. NBA owners were briefed on the deal at their board of gov ...

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04/27/15
NBA sponsors hit postseason with new ads

State Farm has another TV spot in the Chris Paul “assist” series, and FanDuel is awarding trips to the NBA Finals. With a variety of basketball-themed TV ads now airing during the NBA play ...

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04/27/15
CAA Sports buys Fermata

There were some new faces at Creative Artists Agency’s annual company retreat last week at La Costa Resort & Spa. Fermata Partners’ four co-founders were among those in attendance at the retreat, where they were introduced as the newest members of the CAA Sports team. CAA Sports f ...

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