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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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03/16/15
Farmers deal served its purpose

Four years ago last month, AEG and Farmers Insurance revealed a blockbuster partnership tied to the proposed development of an NFL stadium in downtown Los Angeles. They announced a mammoth 30-year naming-rights deal valued at $600 million to $700 million, touted as the biggest agreement in sports. F ...

Tags: Marketing and Sponsorship, Facilities

03/16/15
Japanese firm signs Red Bulls deal

The New York Red Bulls have reached terms on the largest partnership in club history, signing a deal with Japanese heavy equipment manufacturer Yanmar. The multiyear deal is valued at seven figures annually, according to a source familiar with the agreement. The deal is expected to be announced b ...

Tags: Marketing and Sponsorship

03/16/15
PGA Tour signs United Rentals

The PGA Tour has signed United Rentals Inc. to a five-year sponsorship. Tour officials declined to disclose financial terms of the deal, but one golf industry source said tour marketing partnerships range between $2 million and $5 million annually. Because United Rentals will provide rental equip ...

Tags: Marketing and Sponsorship

03/16/15
Keeping new players safe from ‘sharks’

To many industry observers, legislation is not the biggest risk to the daily fantasy industry. Rather, a significant threat exists around the hard-core player, also frequently termed a “shark” or a “quant.” These uber-avid players use advanced statistics and analytics to d ...

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03/16/15
Nike extends on-field deal with the NFL

N ike has quietly renewed its massive NFL on-field apparel rights contract, adding three years to the five-year deal that took effect in the 2012 NFL season. In keeping its NFL exclusive without an auction, Nike retains one of its most powerful domestic sports marketing assets through the 2019 s ...

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03/16/15
BBVA Compass tips off NBA campaign

BBVA Compass this week will launch its campaign to tout the first affinity credit card bearing the NBA’s logo, the result of a deal between the league, the company and American Express. To promote the BBVA Compass NBA American Express Card, BBVA is rolling out five 30-second TV spots, a sta ...

Tags: Marketing and Sponsorship

03/16/15
Daily fantasy pushes to continue growth

After more than 60 years in existence, fantasy sports has seen its foundation dramatically altered by a younger sibling. The family newcomer — daily fantasy — is fun, popular and easy to get along with, and has quickly become a favorite child. But many wonder if the charm of youth w ...

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03/16/15
Asics brings local flavor to marathons

In the lead-up to this past Sunday’s Los Angeles Marathon, title sponsor Asics placed 124 powerful spotlights along the 26.2-mile course from Dodger Stadium to Santa Monica. The activation, Asics officials said, replicated the feel of a Hollywood movie premier. “When something importa ...

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03/09/15
The Lefton Report: Paid fantasy gaming

A cross sports, everyone’s trying to gauge the effect that paid fantasy gaming will have on the industry. Affiliations with teams and leagues have attracted considerable attention, since they constitute a Good Housekeeping seal of sorts. ...

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03/09/15
Sonic Drive-In sees PBR as good fit

The Professional Bull Riders announced last week a partnership with Sonic Drive-In that makes it the first official quick-service restaurant of the PBR and its Built Ford Tough Series. The deal, which was negotiated in-house, is for one year with an option to extend, said PBR Chairman and CEO Jim ...

Tags: Marketing and Sponsorship

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