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Marketing and Sponsorship

Marketplace Roundup: Carlsberg Replaces Budweiser As Official Beer Of Premier League

Carlsberg brewery has signed a three-year contract to replace Budweiser as the official beer of the Premier League through '16. The partnership will see Carlsberg receive use of official designations, match-day access and hospitality and content for online and social media channels (Carlsberg). ... The Lotus F1 Team "has agreed to a partnership with British clothing manufacturer Henri-Lloyd." The company "will supply Lotus employees with its product and create a team clothing line for fans." The new partnership "will be expanded over the next several years as Henri-Lloyd tries to tap into new markets with Lotus" (MOTORSPORT TOTAL, 1/14). ... The jerseys of all 36 Bundesliga and 2nd Bundesliga teams "will feature the logo of German logistics company Hermes on their sleeves" starting with the second half of the '12-13 season, as well as on the substitution boards and the ball boys. The contract between Hermes and the German Football League (DFL) "runs for four-and-a-half years and is estimated to bring in" €8M ($10.7M) annually. In addition, Hermes Europe CEO Hanjo Schneider revealed that the official Bundesliga trophy (Meisterschale) "is going on a fan tour through Germany's biggest football cities such as Berlin, Dortmund, Munich and Hamburg" (DIE WELT, 1/15). ... Scottish whisky Glenmorangie has expanded World Hall of Fame golfer Tony Jacklin's role from British to worldwide ambassador. Jacklin will make guest appearance at events throughout the U.S. and continue to work closely with the brand on several initiatives (Glenmorangie). ... The Dubai government will sponsor the Chinese national table tennis team as part of its efforts to continue to "further growth opportunities" between Dubai and China. The partnership, which will see Dubai’s name on the team’s official clothing, will give the emirate a global presence, with more than 100 million people in China "estimated to watch the final of the World Championships every year" (EMIRATES 24/7, 1/14).

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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