Hublot yesterday announced a multiyear partnership with the Heat, the Switzerland-based watchmaker's first team sponsorship in the U.S. A major component of the deal will see Hublot serve as the presenting sponsor for the premium entrances at AmericanAirlines Arena for Gate 4. The partnership, also designating Hublot as the team's official timekeeper, comes on the heels of the watchmaker's sponsorship deal with Heat G Dwyane Wade (Hublot).
DRIVE FOR SHOW: MARKETING magazine's John Reynolds reports Saab has "signed up as the headline sponsor" for the first PowerPlay Golf event, taking place at Celtic Manor Resort in Wales on May 30. The PowerPlay format, a "quickfire tournament that it is hoped will emulate the success of cricket's Twenty20 format," has been in development "for a few years." Sponsorship agency FastTrack Business Dir Angus McGougan said with IMG, Sky Sports and now Saab "behind it, PowerPlay could really take off." Reynolds notes "marketing support for the debut event, which will be shown on 18 TV channels globally, will run across print, online and PR" (MARKETINGMAGAZINE.co.uk, 4/20).
BEST PART OF WAKING UP: Italian coffee brand Lavazza has signed a three-year deal to become the official coffee of Wimbledon. Lavazza will be served "across 60 service points, including 13 public cafes and restaurants, in the All England Lawn Tennis and Croquet Club." The partnership "will be supported by a print and outdoor advertising campaign, including in-store and sampling promotions" in the U.K. In addition, Lavazza will "launch a print, outdoor and online ad campaign across Europe" (MARKETINGMAGAZINE.co.uk, 4/20).