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Marketing and Sponsorship

Marketplace Roundup: Portugal Signs Hangzhou Wahaha Group

Hangzhou Wahaha Group joined Mentholatum to become the second official sponsor of the Portugal national football team in China. Under the new deal, the Chinese beverage producer will "launch both on and offline campaigns regarding premium football property." Wahaha is also be permitted to use images of Portugal's players, including Cristiano Ronaldo, in its product packages, print and video ads (YUTANG SPORTS, 3/15).

Indian Premier League broadcaster Star India signed Kishore Biyani-led Future Group as an associate sponsor for the upcoming IPL season. Other associate sponsors of the league include MakeMyTrip, Parle Products, AMFI, Asian Paints, Dream 11, Polycab and Vimal Pan Masala (PTI, 3/16).

ManU's Zlatan Ibrahimović signed a multi-year endorsement deal with Samsung. He will become a brand ambassador for the electronics company in the Nordic region, starring in the South Korean brand’s "What’s next?" campaign (SOCCEREX, 3/16).

Safaricom announced a 10.5M Kenyan shillings ($104,000) sponsorship of the 50th edition of the Barclays Kenya Open, scheduled to take place at the Muthaiga Golf Club from Thursday through Sunday. As the tournament's official telecom, Safaricom will provide a media center and wireless connectivity for organizers (KBC, 3/16).

Roland Garros and outdoor advertising company JCDecaux renewed their partnership for five more years. The company has been an official provider for the French Open for more than 30 years and the new deal will see it continue through ’22. JCDecaux will advertise the event on its outdoor digital screens and bus shelters (JCDecaux).

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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