In N.Y., Bromwich & Friedman write Adidas' new deal with Beyonce is "perhaps the most notable partnership between a superstar and a sports brand yet." Championing women has become a "key part" of Adidas' PR strategy, as the company this month announced a new phase of its “She Breaks Barriers” initiative highlighting the "lack of equal media coverage for women’s sports" (NYTIMES.com, 4/4). Sportswear brands have "increasingly turned to musicians and entertainers amid a surge in demand for so-called athleisure" (WALL STREET JOURNAL, 4/5).
MORE ON TAP: Coors Light's sponsorship of the PGA Tour Waste Management Phoenix Open is "going to continue" until at least '25. The renewal will "keep MillerCoors the key sponsor of the Coors Light Birds Nest," the nightclub and concert venue "constructed every year just for the golf tournament." The deal also includes "signage, advertising and promotional rights," as well as "continued sponsorship" of the Skybox 16, Cove 17 and E18hteen hospitality venues (BIZJOURNALS.com, 4/4).
PLAY AT THE PLATE: Rhode Island lawmakers introduced a bill that would allow Yankees fans to "show team pride on their license plates." The special license plate would "show the Yankees logo, and half of the proceeds from the $40 plate surcharge would go toward the team’s charitable foundation" (AP, 4/4).
