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Closing Bell

X Games Aspen Adds SoFi As Sponsor, While Other Partners Depart

Sponsor turnover continues for X Games Aspen, which is adding online financial firm SoFi for the first time at the “official sponsor” level in '18, but has lost veteran backers U.S. Navy, AT&T, Coors Light and GoPro. SoFi joins returning official sponsors Harley-Davidson, Jeep, electronics accessory brand LifeProof, Monster Energy and The Real Cost, the FDA’s anti-smoking campaign. Geico is back for a second year as the music sponsor of the festival, slated for Jan. 25-28 at Aspen’s Buttermilk Mountain.

Other lower-tier sponsors scheduled to be on site include Polaris, cultivation products firm Botanicare, Great Clips, fashion brand Nobis, digital payments network Zelle and Netflix, which is promoting its new “Altered Carbon” series. All sponsors receive packages that include original content creation, on-site signage and activation space, as well as media time on the ABC/ESPN broadcasts and social channels.

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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