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Volume 21 No. 39
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Coast to Coast


Boston Beer Co. co-founder Jim Koch and Red Sox CEO Sam Kennedy with Wally.
Photo by: Billie Weiss / Red Sox
Sam Adams gets brewing at Fenway
Samuel Adams will replace longtime sponsor Budweiser as the official beer of the Red Sox, after its brewer, Boston Beer Co., signed an eight-year deal with the team through the 2025 season. The large red Budweiser sign over Fenway Park’s right-field deck will be torn down and replaced with a Sam Adams marquee.

Blue Jackets keep credit union as partner
The Columbus Blue Jackets and Kemba Financial Credit Union announced the renewal of a multiyear partnership. The credit union will be the presenting sponsor for the Blue Jackets Foundation’s 50/50 raffle, which aids 34 local nonprofit organizations. Last year, more than $140,000 was collected through this platform.

Cancer Center stays on with PGA Tour
The PGA Tour has extended its partnership with the University of Texas MD Anderson Cancer Center, Forbes reported. The focus of the partnership is on sun safety and skin cancer prevention. MD Anderson has been affiliated with the tour since 2015 and conducted more than 1,000 free skin cancer screenings for players, caddies, media and fans at tournament sites.

WNBA team gets new name
Las Vegas’ WNBA team will be called the Las Vegas Aces. The San Antonio Stars announced its reolcation to Las Vegas prior to the start of the 2017 season. The New York Liberty’s Bill Laimbeer will be the team’s head coach.

RCR’s 2018 sponsors announced
Richard Childress Racing announced a renewal of its sponsorship with Bass Pro Shops. Cabela’s and Bass Pro Shops, which completed a merger earlier this year, will serve as primary sponsors of the No. 31 Chevrolet in the Monster Energy NASCAR Cup Series and the No. 3 Chevrolet in the NASCAR Xfinity Series.

Heat give back to school
Season-ticket holder Larry Share donated toys to each of the three Heat Academy Schools for the 12th consecutive year. Along with Heat Mascot Burnie, in-arena host Uptown Dale and the Xtreme team, Share gave out toys, pizza and drinks. Former Heat players Shane Battier and Alonzo Mourning assisted in the toy giveaway at Dunbar K-8 Center.

Doritos returns to Super Bowl
After not buying a spot in last year’s game, Doritos is returning to Super Bowl LII, reported by Ad Age. The ad, however, won’t be its traditional “Crash the Super Bowl” campaign. According to a Frito-Lay spokesperson, Doritos will run a spot by Goodby, Silverstein & Partners.

Islanders, NYCFC proposals revealed
The New York Islanders and New York City FC released details of competing proposals to develop Belmont Park. The NHL team’s proposal includes an 18,000-seat arena that would host 150 events annually, as well as 435,000 square feet of space for retail, a hotel with 200 to 250 rooms, and a 10,000-square-foot innovation center. The MLS franchise is asking for a 26,000-seat open-air stadium in addition to 400,000 square feet of space for retail, a 5.2-acre community park and a two-acre soccer facility, as reported by Newsday.

Exhibition game gets sponsor
The Omaha Storm Chasers announced that the 2018 Royals Exhibition Game at Werner Park will be presented by SAC Federal Credit Union. The Kansas City Royals are scheduled to face the Storm Chasers at Werner Park on March 26. The Storm Chasers’ parent club has never played at Werner Park.

Raceway brings back holiday giveaway

Last Monday, Phoenix Raceway kicked off its 12 days of Christmas presented by Chick-fil-A. The promotion features 12 ticket offers, revealed by 12 drivers, over the span of 12 days. The event ends Friday.

Alamo Bowl to award big checks
For the Valero Alamo Bowl’s 25th Anniversary, over $1 million will be awarded to 130-plus San Antonio high school and college students via two programs. This year’s 73 high school winners representing every San Antonio area public school and well-established private schools will share in over $550,000 in Valero Alamo Bowl Student-Athlete scholarships. The Valero Alamo Bowl kicks off Dec. 28.

FanCompass aligns with Syracuse
Syracuse University Athletics has entered into a three-year marketing agreement with technology partner FanCompass, a digital destination for sponsored fan engagement. FanCompass collaborates with its clients in creating game ticket and merchandise promotions, behind-the-scenes experiences and contests. The company works with teams in the NFL, NBA, MLS, MiLB and NCAA.

USF’s new deal with Adidas
The University of South Florida has reached an eight-year partnership with Adidas that begins next summer as its current deal with Under Armour expires, according to the Tampa Bay Times. Effective July 1, Adidas will supply USF with $2.8 million in product and $150,000 in cash annually. It will give an additional $300,000 in product during the first year of the agreement.

Stealth extends radio partnership
The Vancouver Stealth revealed that its partnership with TSN Radio Vancouver has been extended for the 2017-18 National Lacrosse League season. All 18 home and road games will be on TSN 1410 online and 14 of their games will be broadcast live on TSN 1410.

Capitals bring Hockey ’n Heels back
The Washington Capitals Scarlet Caps presented by Giant will host Hockey ’n Heels on Jan. 30. The event is held each season exclusively for members of Scarlet Caps and features instructional sessions and on-ice demonstrations targeted toward the Capitals’ female audience. Tickets went on sale last week for the event.


Shankai Sports’ big investment
Beijing-based sports marketing company Shankai Sports received a $45 million Series B investment from private equity firm Yao Capital, according to Deal Street Asia. Shankai Sports provides sports sponsorships, event management and authorization services and has partners including the IOC, FIFA and UEFA. It recently signed an agreement to manage the operations of PGA Tour China.

WBBL extends deal with partner
Cricket Australia announced retailer Rebel extended its naming-rights sponsorship of the Women’s Big Bash League for a further three years, as reported by The Australian. It has been the WBBL’s naming-rights partner since the first season of the competition. Rebel and CA will continue to work together to champion current WBBL players and inspire more women and girls to play cricket.

FAM gains new sponsor
The Football Association of Malaysia partnered with probiotic dairy products manufacturer Yakult. The three-year partnership begins in January. The deal will be worth $957,600 and includes product sponsorship of the Yakult Ace and Yakult Ace Light drinks worth $49,100 per year, as reported by Sports Business.

Marketing agency, Weibo partner
Shanghai-based digital marketing agency Mailman announced a strategic partnership with Weibo Sports to deliver the next generation of technology in China’s digital sports market. Mailman’s new sports marketing platform, Mailman Pro, will give global organizations, leagues, athletes and brands more insight and data about their fans in China and help them to increase their fan bases.

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