Group Created with Sketch.
Volume 25 No. 131

Marketing and Sponsorship

Etihad Airways holds the naming rights for the VIP lounge at Capital One Arena

Monumental Sports & Entertainment has signed a multiyear extension with Etihad Airways, extending its agreement as the exclusive international airline partner of the Capitals, Wizards, Mystics and Capital One Arena. The partnership, which began in ‘15, has seen the two organizations work together on a variety of initiatives focused on promoting and celebrating the international nature of sport, which included a  “Hockey is for Everyone” month activation in ‘17 that brought UAE women’s hockey player Fatima Al Ali to the U.S. to practice with the Capitals. The entire UAE national women’s hockey team came to DC in February. Etihad also holds the naming rights for the VIP lounge at Capital One Arena. Terms of the deal were not disclosed.

The NBA has struck a partnership with performing artists services company UnitedMasters in which independent musicians will have their work featured in the league’s digital properties and social media extensions, including, the NBA mobile app, and NBA accounts on Facebook, Instagram, Twitter, YouTube, TikTok, Switch and Snapchat. The deal extends the NBA’s reach into music and pop culture, while giving the independent artists a sizable expansion in reach and exposure. Financial terms were not disclosed. “This unprecedented partnership speaks to the ecosystem we are building to directly connect brands and UnitedMasters artists so that their music can be heard around the world,” said UnitedMasters Founder & CEO Steve Stoute. UnitedMasters last year landed $70M in funding from Google parent Alphabet to provide musicians an alternative to traditional record label deals.

U.S. Immigration & Customs Enforcement, Homeland Security Investigations-Boston and the National Intellectual Property Rights Coordination Center seized more than 3,000 items of counterfeit MLB apparel and merchandise being offered for sale by vendors in and around Fenway Park, throughout the Boston area and along the post-World Series victory parade route in Boston. Merchandise included baseball hats, knit caps, T-shirts, sweatshirts and pennants. Peter Fitzhugh, the HSI Boston special agent in charge, in an email said that had the goods been genuine, they would have retailed domestically for more than $87,000. He said, "HSI views all violations of trademark business practices as a serious financial criminal violation. But exploiting the famously-loyal baseball fans of 'Red Sox Nation' at a time when their team pride is rightfully at a peak is an even more egregious offense." "Operation: Ground Rules" also included U.S. Customs & Border Protection officers, City of Boston Code Enforcement personnel and MLB Trademark Enforcement reps. The items will eventually be turned over to MLB. In the past, the rightful owners of the actual trademarks have donated the clothing to charities, once the items have passed safety inspections.

Knowledge is Power: Become a Better Sports Marketer

SportsBusiness Journal/Daily’s Resource Guide LIVE, an invaluable industry database and business development resource, is a must-have for every sports marketer. With exclusive corporate sponsorship data, valuable insights on naming rights and athlete endorsements, Resource Guide LIVE is trusted by hundreds of teams, agencies, brands and other sports properties around the world.

Take a look for yourself by visiting or scheduling an online demo today.