Group Created with Sketch.
Volume 21 No. 2
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Coast to Coast

Pedro Martinez back with team

The Boston Red Sox have brought back former player Pedro Martinez to act as a mentor, a spring training instructor and even a confidant for general manager Ben Cherington, according to a Boston Herald report. Martinez, who played for the Sox from 1998 to 2004, is expected to advise Cherington on matters of player evaluation.

Sabres resume ticket promotions

The Buffalo Sabres have brought back two promotions — Tickets for Troops and Ultimate Sabres Fan Experience. Tickets for Troops, made possible by Sabres forward Nathan Gerbe, provides a pair of game tickets to local military service members throughout the season. The Ultimate promotion includes participation in an online auction with a winner for each home game receiving tickets. All proceeds will go directly to the Buffalo Sabres Foundation.


Cavs sign private parking sponsor
The Cleveland Cavaliers have a new title partnership to a 55,000-square-foot multipurpose space at Quicken Loans Arena. Formerly known as the underground service area, or U.S.A.— it is now the Morris V.I.P. Parking area. The multiyear partnership between the Cavs and Morris Cadillac-Buick-GMC gives naming rights to the private access route into the arena.

Cavs revamp membership club
The Cavaliers launched Wine & Gold United, a new membership club that replaces the team’s current season-ticket-holder program with enhanced benefits and rewards. The club offers experiential incentives and exclusive opportunities. The transition to the new program continues through March 19.

Dodge signs LVMS sponsorship

Chrysler’s Dodge brand left NASCAR this year, but the company signed a sponsorship with Las Vegas Motor Speedway that will make Dodge the track’s official vehicle in 2013. Financial terms of the deal were not available. Dodge has been sponsoring the annual NASCAR Sprint Cup race at LVMS since 2001.

Home Depot not renewing naming rights

The Home Depot Center, home to the Los Angeles Galaxy and Chivas USA, could have a new name by the end of the year, according to an Associated Press report. Home Depot’s 10-year, $70 million naming-rights deal for the facility expires in May, and a company spokesperson said that it will not be renewing the deal.


Jack Daniel’s will continue to have a strong presence at BFTS events.
PBR, Jack Daniel’s extend partnership
The Professional Bull Riders extended its partnership with Jack Daniel’s, the entity’s longest continuing partner. The partnership includes title sponsorship of the Built Ford Tough Series event in Nashville in August, as well as a continued presence at BFTS events with signage, promotions, public address announcements, tickets, chute seats and behind-the-scenes tours.

Titans not raising ticket prices
Tennessee Titans owner Bud Adams said that the team will not raise ticket prices for the 2013 season, according to a (Nashville) Tennessean report. The Titans’ average season-ticket price for 2013 is expected to remain among the lowest in the NFL, with tickets ranging from $46 to $92 per game.

Athletes’ Performance tabs official partner

Abbott’s EAS Sports Performance was named the exclusive provider of sports nutrition and hydration products to Athletes’ Performance. The agreement is for three years. Abbott’s relationship with Athletes’ Performance, based in Phoenix, began in 2005.

Senior Open reports solid villa sales

The 2015 U.S. Senior Open is still more than two years away, but organizers have already sold to sponsors more than two-thirds of the luxury hospitality villas that will line the fairways on the 18th hole at Del Paso Country Club. The event is expected to pump more than $18 million into the Sacramento economy.

Bucs sign Aramark for food, retail

The Tampa Bay Buccaneers signed Aramark to a long-term deal to operate their food and merchandise at Raymond James Stadium and run the NFL team’s online retail. Aramark returns to the stadium eight years after the vendor was replaced by Levy Restaurants and Centerplate, respectively, to manage food and retail.

Bills, Rogers Media extend Toronto deal

Rogers Media and the Buffalo Bills announced key details of a renewed five-year partnership. The agreement, which begins in 2013 and runs through 2017, will see the Bills play a total of six games at Rogers Centre in Toronto: one regular-season game each season, plus one preseason game in 2015.

Ad combines Nats, D.C. United, Kastles
Under the tag line “Politics isn’t the only sport in town,” Events DC is highlighting the accomplishments of the Washington Nationals, D.C. United and the Washington Kastles with a poster on Metrobuses in Washington, D.C., as they prepare for their 2013 seasons. The ad began running in mid-January and will continue through mid-February.

Verizon Center switches to Pepsi
Monumental Sports & Entertainment reached a new multiyear partnership with PepsiCo to serve Pepsi products at Verizon Center. The partnership includes the Wizards, Capitals, Mystics and Verizon Center. New marketing and promotional opportunities will become available, including in-store displays, advertising and promotional packaging.

Sharks continue hardship promotion

The Worcester Sharks’ tickets for the unemployed program will be honored again for a fourth consecutive season. The program provides free tickets to Wednesday games at DCU Center for fans and their families that have lost their jobs. The team is partnering with the Workforce Central Career Centers on the promotion.



Hamburg SV signs watchmaker
Bundesliga club Hamburg SV signed on Swiss watchmaker Eterna as the club’s official watch partner. The new 2 1/2-year deal includes the branding of the unique HSV-Bundesliga-Uhr, the clock at the Imtech Arena, as well as logo presence on sponsorship and partnership boards in the VIP entrance area and inside the club’s publications.

ATP tourney signs Infront Sports
The Bet-at-home Cup, the ATP tennis tournament in Kitzbühl, Austria, partnered with sports marketing company Infront Sports & Media. Infront will support the sale of sponsorship packages for the event in late July.

Rhinos partner with Benfield
U.K. car dealership Benfield Motor Group reached a partnership with 2012 Super League champions Leeds Rhinos. The sponsorship is its biggest deal to date in Yorkshire and follows existing partnerships with rugby Championship side Newcastle Falcons, British Basketball League club Newcastle Eagles and Durham County Cricket Club.

Man U keeps Singha partnership

Thai beer Singha renewed its deal as the official beer partner of Manchester United. The original three-year agreement is extended by another three years to 2016.

Tokyo 2020 adds 5 bid partners
Tokyo 2020 added five official bid partners, bringing its total of corporate partners to 16. The five new signings consist of: Japanese food manufacturer Marudai Food, private label manufacturer EH, amusement facilities operator Maruhan, travel agency Toptour and Japanese homebuilder Daiwa House Industry.

For more international news, visit