You will be able to share this link with anyone and everyone, even on social media.
* Please fill out the form below in order to receive your shareable link.
Caesars was the biggest player when the NFL opened sports betting as a sponsor option, and recorded a number of firsts: first national spot ever by a sportsbook, which debuted during the Tokyo Olympics; first sportsbook to open in a pro venue, Capital One Arena, and the first in a ballpark, Chase Field. Caesars’ work within the college space included deals with Michigan State University and LSU, along with 21 major league team deals. Its Super Bowl with the Mannings event was hailed by the NFL as a game changer, as it was held in front of 750 VIP customers at a Caesars Palace ballroom in Las Vegas and streamed to over 10,000 people at Caesars Entertainment hotel and casino properties throughout the U.S.
Sports partnerships are a big reason why Modelo (No. 2) and Corona (No. 5) are among the top five beer brands in the U.S. and Constellation is leading high-end brewers in market share. Of the $115.7 million spent on Corona and Corona Extra commercials on national TV, 70% was devoted to sports ($70.6 million for Corona Extra alone). After the UFC and Modelo Especial debuted an on-screen QR code in April that pay-per-view fans could scan to enter a co-branded sweepstakes, conversion rates increased over the course of each of the seven events to a level well above the industry standard. Modelo also partnered with Damian Lillard as its first NBA ambassador, showcasing his “Fighting Spirit” story in a national TV spot.
Pepsi is the second-most recognized NFL partner among NFL fans (Gatorade is No. 1), and its 42% recognition rate in last year’s 15th annual SBJ MarketCast study was up two points from 2020. In our comparable NBA study, Mountain Dew’s recognition rate doubled last year. Pepsi used FanAI data to negotiate deals more efficiently and reallocate its annual sponsorship investment most effectively. The brand renewed its NFL and NBA deals, and using LeBron James (after luring him from his longtime Coca-Cola partnership) as the face of Mtn Dew’s energy drink was a bonus. As a result, NBA fan awareness of the brand’s status as official soda of the league doubled.
In two high-profile partnerships, DoorDash teamed with NASCAR driver Bubba Wallace in a multiyear deal, which included branding on his No. 43 car, and became the kit sponsor for the hottest new NWSL club in years, Angel City FC. DoorDash also made Chiney Ogwumike the focus of its sponsorship with the WNBA, launching the first major brand campaign solely featuring a WNBA athlete in over 10 years on International Women’s Day. In September, DoorDash held its first gaming tournament on Twitch, a sponsored deal that featured brands including Twix, Oreo and Sour Patch Kids. In Miami, a first-of-its kind deal meant local Heat fans could order merchandise from the arena and have it delivered in time for that day’s game.
With the visual of South Carolina coach Shane Beamer taking a mayonnaise bath after leading his Gamecocks squad to victory in the Duke’s Mayo Bowl and garnering tons of attention on TV and on social media, Duke’s achieved celebrity status last December. The brand created a seasonlong college football platform that began with two kickoff games and culminated with the bowl, resulting in unprecedented ROI for a college football sponsor. The campaign included sending influencers boxes to generate buzz ahead of the kickoff games, blanketing Bank of America Stadium in Duke’s colors and logos, product giveaways, a mayo-eating competition and more.
Verizon continues to use innovation to make its sports partnerships work at both the B2B and B2C levels. Really, what more ROI do you need to see than a brand extending its already longtime partnership with the NFL, adding another decade to their deal? Verizon’s long-standing partnership with the NFL spans the league, 18 teams and 28 stadiums. No other telecom-rights holder partnership has that type of dominance in one sport. SoFi Stadium, home to Super Bowl LVI, is the company’s biggest 5G build ever at a stadium, and Verizon has other 5G Super Stadium VR capabilities for fans including Hard Rock Stadium, MetLife Stadium and U.S. Bank Stadium.
The CAA World Congress of Sports is underway, the NHL drops the puck in the U.S. and a sports betting radio station makes its debut.
SBJ I Factor presented by Allied Sports: With Renee Washington of USA Track & Field This episode features Renee Washington, chief operating officer for USA Track & Field, talking with SBJ’s Abe Madkour about her leadership style, what she looks for in a new hire, and how her career was influenced by spending 10 years as a stay-at-home mom. Washington is a member of SBJ’s Game Changers class of 2017.
Trajektory is built by former industry leaders and is changing the way organizations value and report on their sponsorship assets. Alex Kerr (Trajektory) and Kaitlin Donahoe (Pittsburgh Penguins) call out how inefficient and ineffective the current sponsorship reporting process is, and how to make a change that will help save time, grow revenue, and improve client relationships. For more information go to trajektory.com.
Shareable URL copied to clipboard!
https://www.sportsbusinessjournal.com/Journal/Issues/2022/05/16/Sports-Business-Awards/Sponsor.aspx
Sorry, something went wrong with the copy but here is the link for you.
https://www.sportsbusinessjournal.com/Journal/Issues/2022/05/16/Sports-Business-Awards/Sponsor.aspx
Register for a free SBJ account to unlock one extra article per month.
© 2022 Leaders Group. All rights reserved.The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Leaders Group.
© 2022 Leaders Group. All rights reserved. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Leaders Group.
Already a subscriber? Click below to sign in.
Upgrade your subscription to get all the news you need:
Adding SBJ weekly content will give you the comprehensive view of sports business with:
Already a subscriber? Click below to sign in.
Upgrade your subscription to get all the news you need:
Adding SBJ daily content will give you the comprehensive view of sports business with: