Marketing and Sponsorship

State Farm sponsoring Twitch Rivals streaming series in multiyear deal

Daily / Friday, April 16, 2021
State Farm is diving further into esports with a new marketing partnership with Twitch that will see it become the official insurance provider of Twitch Rivals, a tournament series on the Amazon-owned platform that often involves big-name streamers. The deal, being announced today, is for multiple years, but no...

Team Canada Closing Ceremony outfits criticized again amid Team USA's release

Daily / Friday, April 16, 2021
Team Canada's Closing Ceremony jean jackets, originally released last August, are "already a year out of fashion," and for many observers on Twitter, they "never should have been in fashion," according to Braydon Holmyard of the TORONTO STAR. Holmyard wondered, "How did Canada, whose Olympic outfit drop came more...

NFL taps Caesars, DraftKings, FanDuel as first sportsbook sponsors

Daily / Friday, April 16, 2021
The NFL has picked Caesars Entertainment, DraftKings and FanDuel as its first three sportsbook sponsors in a trio of deals announced today. The package could generate just shy of $1B over five years, according to a source. The league mostly stuck with brands it already knows, simultaneously extending existing...

Source pegs value of P&G's MLS sponsorship at $80-100M over five years

Daily / Thursday, April 15, 2021
Procter & Gamble's new sponsorship agreement with MLS is "believed to be worth $80 million to $100 million," according to a source cited by Jabari Young of CNBC.com. MLS Deputy Commissioner Gary Stevenson called the deal "symbiotic." Young noted P&G will "sponsor some top soccer events...

Marketplace Roundup

Daily / Thursday, April 15, 2021
GOLFWEEK's Beth Ann Nichols noted a "tie-dye hoodie featuring the LPGA logo designed" by golfer Michelle Wie West and worn by the Warriors' Kent Bazemore and Damion Lee "created quite the stir on social media." Wie West on Instagram noted that the hoodie, "priced at $74.99, sold out in...

Leafs' Auston Matthews latest athlete to release NFT collection

Daily / Thursday, April 15, 2021
Maple Leafs C Auston Matthews' first collection of non-fungible tokens (NFTs) went live yesterday on Opensea, and the "big-ticket item is a piece called 'Papi,' a nickname family and friends gave Matthews growing up, that depicts the back of his No. 34 jersey with a Papi nameplate," according...

Peloton taps Olympians, Paralympians for new campaign

Daily / Thursday, April 15, 2021
Peloton is not a sponsor of the Tokyo Games, but it is "tapping into the marketing momentum of the Olympics" with a "push that stars nine current and former Olympians and Paralympians," according to Adrianne Pasquarelli of AD AGE. Track & Field athletes Usain Bolt, Allyson Felix, Scout Bassett...

Team USA, Ralph Lauren unveil Closing Ceremony look for Tokyo Games

Daily / Wednesday, April 14, 2021
Team USA's Closing Ceremony outfit designed by Ralph Lauren was "at long-last introduced to the world" today, 100 days out from the Tokyo Games, according to Chris Bumbaca of USA TODAY. The "white jackets with blue hoods and collars are adorned with an American flag patch on the...

VGK's Ryan Reaves' smash-mouth style, personality make him highly marketable

Daily / Wednesday, April 14, 2021
Golden Knights RW Ryan Reaves' "rugged playing style and gregarious personality make him the NHL’s most widely recognized fourth-line player," as Reaves consistently is "featured alongside stars such as Connor McDavid and Auston Matthews on the league’s social media accounts, and his quick wit makes him a...

BC, New Balance deal to be largest in school history

Daily / Wednesday, April 14, 2021
Boston College's new 10-year footwear and apparel deal with New Balance , which starts June 1, will be the "largest in school history," according to Julian Benbow of the BOSTON GLOBE. A source said that the deal was "worth $45 million." Benbow notes New Balance will...