Marketing and Sponsorship

Subway reaps benefits of official NFL sponsorship in first year

Daily / Thursday, May 6, 2021
Nineteen percent of NFL fans correctly identified Subway as an official sponsor of the league, according to the 15th annual NFL Sponsor Breakthrough study fielded during the '21 playoffs by MarketCast for SBJ. That marked an increase of 12 percentage points over the brand’s level as a non-sponsor last...

Naomi Osaka's latest sponsor deal is with salad chain Sweetgreen

Daily / Thursday, May 6, 2021
Salad-centric restaurant chain Sweetgreen has "signed tennis star Naomi Osaka as its first national athlete ambassador and its newest and youngest investor," according to Jessica Wohl of AD AGE. As part of the deal, Osaka’s go-to order is "being added to Sweetgreen’s app." The Naomi Osaka Bowl...

Clorox secures league-level NHL sponsorship

Daily / Thursday, May 6, 2021
Clorox is now the official cleaning and disinfecting product sponsor of the NHL. The multiyear, North America-specific deal begins with the ‘21 NHL postseason. Financial terms were not provided. The deal calls for marketing and product integration across the playoffs and other marquee league events, including the Winter Classic,...

Analytics outfit GumGum Sports now Relo Metrics

Daily / Thursday, May 6, 2021
AI-powered sponsorship analytics platform GumGum Sports is unveiling a new brand identity and name: Relo Metrics. GumGum Sports was launched four years ago, serving brands and rights holders with data on the value of their assets. Fresh off of a $75M investment in GumGum led by Goldman Sachs Growth, GumGum Sports is...

Oakley rolling out new line at Tokyo Games

Daily / Thursday, May 6, 2021
Oakley is announcing a new product line called Kato and will use its athlete endorsers at the Tokyo Games to roll out the new glasses. Team Oakley athletes will sport Kato glasses during competition in Tokyo. Oakley enlisted a group of its athletes to test out a...

UEFA-FedEx partnership now includes UCL

Daily / Wednesday, May 5, 2021
FedEx has become an official sponsor of the UEFA Champions League in a "three-season deal giving it coverage across all of UEFA’s men’s competitions." The FedEx partnership with UEFA has "built from becoming a Europa League partner six years ago to the signing of a four-year deal...

Federer, De Niro star in Swiss tourism spot

Daily / Wednesday, May 5, 2021
Switzerland’s tourist board released a short film featuring Roger Federer and Robert De Niro  to "persuade lockdown-weary travelers to rediscover" the country. Created by Swiss agency Wirz BBDO and directed by Martin Werner , the 90-second spot called “No Drama” will be fronted by Federer,...

Giants break ground with NFL's first cryptocurrency team sponsorship

Daily / Wednesday, May 5, 2021
The Giants have struck the NFL’s first team sponsorship deal in cryptocurrency, making N.Y.-based Grayscale Investments its official digital currency asset management sponsor. Grayscale sells securities that include digital currencies such as Bitcoin, allowing investors to include the new asset classes in their portfolio without buying and storing them...

Marketplace Roundup

Daily / Wednesday, May 5, 2021
Former USWNT F Abby Wambach said, "I've made probably three or four times as much as a retired player than I did as a national-team player." The WALL STREET JOURNAL's Rachel Bachman notes Wambach "recently starred in a Gatorade ad with Usain Bolt." She said she was "able to figure...

Crypto asset manager sponsoring NFL Giants

Daily / Wednesday, May 5, 2021
The Giants have struck the NFL’s first team sponsorship deal in cryptocurrency, making N.Y.-based Grayscale Investments its official digital currency asset management sponsor. Grayscale sells securities that include digital currencies such as Bitcoin, allowing investors to include the new asset classes in their portfolio without buying and storing them...