Marketing and Sponsorship

MLS finds new education sponsor in Univ. of South Carolina

Daily / Wednesday, April 14, 2021
MLS has a new official education sponsor in the Univ. of South Carolina, replacing Southern New Hampshire Univ., who had a deal with MLS from '15-20. Terms of South Carolina's multiyear deal, which begins immediately, weren’t disclosed. The new relationship will allow current and former MLS players, eMLS players, team...

Goodyear title sponsoring NASCAR throwback race at Darlington

Daily / Wednesday, April 14, 2021
Goodyear Tire & Rubber Company will be the title sponsor of the new throwback NASCAR Cup Series race weekend at Darlington Raceway in May, its first ever race entitlement in North America. The deal will be announced later today, with financial terms and the deal's length are not...

Maserati taps David Beckham as new face of brand

Daily / Tuesday, April 13, 2021
David Beckham is the "new global brand ambassador of Maserati," an announcement he made in a new ad directed by Harmony Korine, according to ESQUIRE. The spot highlights Beckham’s "uncanny ability to avoid his myriad responsibilities and tightly packed schedule by doing donuts in a Miami parking lot...

Marketplace Roundup

Daily / Tuesday, April 13, 2021
In K.C., Pete Grathoff notes Royals fans are "back at Kauffman Stadium after the stands remained empty" in '20, and the Negro Leagues Baseball Museum now is "going forward with plans for its 100th anniversary" after it was kept from a proper celebration a year ago. In honor of both,...

Hershey shows creativity with re-worked Phelps ad for Olympics

Daily / Tuesday, April 13, 2021
Hershey Co. is "early out of the gate" among major U.S. Olympic sponsors, already unveiling one of its ads for this summer's Tokyo Games, and the candy giant "had to get creative to deal with the fact it is launching a campaign a year later than originally...

Cisco signs on to become NFL sponsor in multiyear deal

Daily / Tuesday, April 13, 2021
NFL tech hardware vendor Cisco has signed a deal to become a full-fledged league sponsor in a multiyear agreement. With a new designation as an official technology partner, Cisco gains the right to promote its ongoing work with the league. It plans to use the NFL to...

Arizona software company leaning on athletes to promote brand

Daily / Tuesday, April 13, 2021
Arizona-based AI software company Paradox recently unveiled Team Paradox, a collection of five athlete ambassadors "with ties to Phoenix and a platform outside their sport," which the company hopes will prove more effective than traditional advertising in growing its brand, according to Andy Blye of the PHOENIX BUSINESS JOURNAL....

Matsuyama's marketing prowess set to explode on heels of Masters win

Daily / Tuesday, April 13, 2021
Lexus is "known for playing the long game," and seven years after its decision to sponsor Hideki Matsuyama in '14, that bet is "finally paying off," according to Hans Greimel of AUTONEWS.com. Matsuyama's Masters victory made him the first Japanese player to win a men’s major championship, donning...

Masters' sandwich-themed T-shirts a big hit with patrons

Daily / Monday, April 12, 2021
There was a "bright, new, must-have piece of clothing" at The Masters -- a T-shirt with a "picture of a mushy sandwich on it," according to Andrew Beaton of the WALL STREET JOURNAL. There are two versions of shirts, one which "has a picture of a pimento...

Sources: NASCAR opening up infield hospitality starting next month

Daily / Monday, April 12, 2021
NASCAR is working on "opening its infield back up to VIPs and guests, starting next month at Darlington," according to sources cited by Adam Stern of SPORTS BUSINESS JOURNAL. Ever since the sport returned to racing during the pandemic last May, garage and pit road areas "have...