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Marketing and Sponsorship

Marketplace Roundup: Liverpool Unveils New Home Kit For '18-19

Liverpool unveiled its new home kit for the '18-19 season. The strip -- which retains the "retro, deeper-red" color of the current campaign -- will be worn for the first time during the club's final home game of the season against Brighton & Hove Albion in May. The Merseyside club is marketing the jersey as "Red Pepper" (London TELEGRAPH, 4/19).

Formula 1 named PlayON its official daily fantasy partner. The platform will integrate live F1 grands prix via new OTT service F1 TV into key markets. Additionally, F1 became an equity shareholder in PlayON at a company valuation of £30M ($42.3M). It is the first time F1 has taken an equity stake in an external company (F1).

Singapore Airlines (SIA) renewed its title sponsorship of the F1 Singapore Grand Prix until '19. SIA became the title sponsor of the night race in '14. This year's edition will take place from Sept. 14-16 on the Marina Bay Street Circuit (STRAITS TIMES, 4/19).

The Spanish Football Federation (RFEF) announced insurance firm Reale Seguros will sponsor the Copa del Rey final. The company "will benefit from branding on LED screens, interview backdrops and advertising boards behind the goals," all of which will be featured prominently on state-owned channel TVE's broadcast (SOCCEREX, 4/19).

The Giro d'Italia agreed with Continental Italia to be its official partner for the next three years. The agreement was signed with race owner RCS Sport (Continental Tires).

The World Baseball Softball Confederation launched Base, a commercial and marketing entity with offices in London, Miami and Tokyo (WSBC).

Footballer Romelu Lukaku signed with agency Roc Nation Sports. The ManU striker and Belgian int'l is the second member of the company's football division, following German int'l Jérôme Boateng (Roc Nation Sports).

England Netball extended its partnership with sports consultancy Seven League, taking the relationship into a year that will include a "home-hosted" 2019 World Cup in Liverpool. Seven League will continue to work with the governing body as it implements a new digital strategy "at a critical moment in the sport's evolution" (SPORT INDUSTRY, 4/19).

Ironman announced a multi-year partnership that expands its relationship with Hoka One One, making the shoe brand the official running shoes of Ironman North America and Ironman Europe. The partnership will bring added focus to the "Humans of HOKA" campaign, which follows the stories of triathletes and athletes of all abilities (Ironman).

Top14 side Union Bordeaux Belges signed a five-year partnership with rugby clothing company Canterbury. The brand will supply players and club officials with lifestyle and training clothing. Canterbury hopes to use the partnership to expand its presence in the French market (UBB).

SBJ Morning Buzzcast: March 18, 2024

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ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

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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