Archive for the ‘Sport and Spectacle’ Category

Who is Your Favorite Past Celebrity Endorser?

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MKTG members Kyle Goncalves, Geoff Biss, Marlie McLaughlin and Katherine Allen get together and discuss their favorite past sponsorship deals, why it appeals to them and how it has made an impact within the industry.

“Tony Hawk’s Pro Skater video game series was a trailblazer in bringing skateboarding into mainstream and sponsorship culture.” — Kyle

KYLE:

Tony Hawk’s Pro Skater shaped the world of skateboarding – it was more than just a video game. This popular series was one of the first and leading platforms, catapulting the sport into mainstream culture. To some, skateboarding was seen as a rebellious activity, but I believe that has shifted due to the work and talent of Tony Hawk as the series brand ambassador. In the late 90s and early 2000s, Activision (video game publisher) leveraged one of the best skaters of all time (Tony Hawk), and created a sense of credibility on a fun platform that allowed room for consumers to truly engage in skateboarding culture. The series and work of Tony allowed the industry to embrace the sport which created a new world for a variety of sponsors to dive into.

Whether you skateboarded or not – you knew the name and importance of Tony Hawk. Tony Hawk as a face for the series was a perfect choice due to his high performance and demeanor. He elevated the sport which opened the door for sponsors to consider skateboarders as marketable athletes – he definitely paved the way.

KATHERINE:

“Peyton Manning’s persona is strategically highlighted in MasterCard’s Priceless campaign” — Geoff

 

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Written by Paige McConney
Paige McConney

October 9th, 2017 at 6:47 pm

3 Key Trends in NBA Jersey Patch Sponsorship

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The NBA has become the first North American major professional sports league to allow ads on jerseys. During the 2017-2018 season, players in the NBA will sport corporate logos on their team uniforms. The ad space will be sold as part of a three-year pilot program where each team will have the right to sell its own ad space to sponsors. In consideration of the foregoing, MKTG has outlined the state of jersey sponsorship in the NBA, common activation strategies around the patch and potential implications for the league.

JERSEY PATCH SPONSORS STEM FROM CONSISTENT SOURCES; TECHNOLOGY BRANDS, FINANCIAL INSTITUTIONS AND LOCAL EMPLOYERS

There are clear commonalities in the roster of sponsors who have invested in the NBA jersey patch. Firstly, technology brands are leveraging their patch sponsorship to drive mass awareness for their digital initiatives such as Sharecare and the Atlanta Hawks that are teaming up to improve healthcare for Georgia. Secondly, F.I.’s like Flagstar Bank (Pistons) and Western Union (Nuggets) are mass brands that historically have greater permission to invest in signature branding assets that reach mass audiences. Finally, employers with a large presence in the region of their local NBA team (Goodyear in Cleveland, Harley Davidson in Milwaukee) have invested back into properties that can be positioned as supporting local passion points, be a source of pride for employees, and block competitors from gaining traction in an HQ market.

BRANDS OUTLINE THEIR SUPPORTING ACTIVATION PROGRAMS TO COMPLEMENT JERSEY SPONSORSHIPS

In the majority of jersey sponsorships announced to date, brands are clear in their messaging; jersey patches are part of a broader commitment to the property. Brands are showcasing videos that highlight the brand synergies, collaborative tactics and creative activation strategies for teams and sponsor. Both Sharecare and Fitbit are leveraging their partnership to tackle health and wellness through their digital platforms. Sharecare is activating around their jersey sponsorship with their Sharecare Movement in collaboration with the Atlanta Hawks. In contrast, FitBit and the Minnesota Timberwolves are exploring ways to leverage and integrate their technology to improve player’s performance, and assist fans in making healthier choices during games. Jersey patch sponsorship is isolation can be perceived as an awareness-driving media buy. By complementing the asset with an integrated activation, sponsors will resonate deeper with fans.

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Written by Paige McConney
Paige McConney

September 25th, 2017 at 11:33 am

MLSE agrees to record arena rights deal with Scotiabank

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Maple Leaf Sports & Entertainment has agreed to a landmark 20-year sponsorship agreement with Scotiabank to rename the Air Canada Centre, TSN has learned.

The agreement is worth about $800 million (Canadian), according to three sources familiar with the matter. Under MLSE’s previous agreement with Air Canada, struck in 1999, the airline paid about $4 million per year.

The agreement with Scotiabank, which will see the downtown Toronto arena renamed the Scotiabank Arena next July 1, is believed to be the highest-priced annual building and team sponsorship in North American sports history.

David Hopkinson, MLSE’s chief commercial officer, said in an interview that he received serious offers for the arena naming rights from eight companies.

“To be honest, it wasn’t that difficult to find interested suitors,” Hopkinson said. “This is already firmly established as Canada’s premier entertainment venue… We felt we had a very good sense about what the market would bear and Scotia and ourselves have agreed on what that number should look like.”

Arena naming rights have become a major revenue source for pro sports teams. Financial services companies such as Scotiabank, in pursuit of new young consumers, have become prime buyers.

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Article written by Rick Westhead, TSN Senior Correspondent

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Written by Paige McConney
Paige McConney

September 5th, 2017 at 10:22 am

MKTG INSIGHTS: HOW SPONSORS ACTIVATE AT THE LITTLE LEAGUE WORLD SERIES

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The Little League World Series attracts a large audience both in person and on broadcast. However, the event is unique compared to other sporting events of a similar size due to less emphasis placed on the on-field performance and a greater emphasis on youth sport. Sponsors take advantage of these unique themes at the Little League World Series and leverage them in custom activations.

This past weekend marked the conclusion of the Little League World Series as Tokyo Kitasuna defeated the Lufkin, Texas to win the championship. The Little League World Series has been held every year since 1947 in Williamsport, Pennsylvania where Little League baseball players from around the world compete. The event is highly unique as more than 400,000 people attend every year and the event receives prominent broadcasting from ESPN.

The Little League World Series attracts a significant audience considering it is made up of 11-13-year-olds and not professional athletes. The unique nature of the Little League World Series also allows sponsors to take on the themes of the event and leverage them in promotions and activations.

With the Little League World Series being made up of young athletes, the event has much less emphasis on the on-field performance and a more grass roots feel than other sporting events of a similar size. The event also brings about nostalgia as former Littler Leaguers are reminded of when they participated in youth sports and get to share that experience with their family. With the Little League World Series unique attributes and high reach through broadcast and on-site attendees, sponsors look to activate in ways to play off the high family population and look to promote products or services that would highly resonate with families.

Honda Targets Baseball Families with Mini-Van Activation – As a 21-year partner of the Little League World Series, Honda has looked to tailor their activations around the event to appeal to families and the kids participating. Honda leverages the event to promote their Odyssey mini-van, having it appear in custom creative as well as providing shuttles to the event from local hotels. With plenty of families onsite at the event, Honda is promoting their family friendly vehicle and demonstrates its use during a time when parents will need the extra space to bring their kids to baseball.

Canon Provides Tournament Packages for Both Parents and Kids – At this year’s Little League World Series, Canon was promoting their Rebel camera in combination with their printer. Canon showed the two products on-site at this year’s Little League World Series where parents would be highly active in capturing their children’s on-field moments. Also, Canon created a player toolkit that was available for free on their website. The toolkit included scorecards, colouring books, and snack recipes and which was also promoted to be printed off using the Canon printer. Canon’s provided things that both the parents of the Little League Players would make use of during the tournament. Cannon’s approach looks to engage the entire family through their sponsorship.

Dick’s Sporting Goods Promotes their Youth Sports Service – Dick’s Sporting Goods uses the Little League World Series to promote their Team Sports HQ service which is an online portal that organizes youth sports teams, from scheduling to registration. They have created official Little League templates and offer it free to all users. With the high amount of families participating in youth sport attending or watching the Little League World Series, Dick’s has strong opportunity to promote their platform to an audience that will be interested in their product.

The Little League World Series is a unique event which attracts families invested in youth sport from all over. Sponsors recognize this crowd and look to activate at the event with products and strategies targeted to that demographic.

Originally posted by MKTG Canada

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Follow the Money: Ads on NBA Jerseys Open the Doors for Other Top Sports

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Five years ago, the NBA hired SRI, a sponsorship research firm, to analyze the possibility of an unprecedented move in major American sports: placing ads on jerseys.

The internal study assessed the value of the ad-on-jersey opportunity, which is widely popular around the world, from the English Premier League to India’s International Cricket League. Where there was money to be had, most major international sports bodies had cashed in. But none of the big four North American sports leagues — the NFL, the NBA, MLB and the NHL — wanted to take the first step.

There was hesitation within the NBA as the study proceeded. The chance for new revenue was clear, but it was harder to anticipate how fans would react. In the NBA, like almost every other pro sports league, the entire experience was already heavily branded: Teams sell rights to stadium names, mid-game entertainment, special seating sections and almost every panel of free space within the arena. TV broadcasts included another layer of advertising and sponsorship, including branded half-time analysis and in-game segments. The jerseys, it seemed, were the final remnant of non-commercialized purity.

For the rest of the article, click here

Article written by Will Jarvis, Advertising Age

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Written by Paige McConney
Paige McConney

July 18th, 2017 at 2:20 pm

SBJ: Raptors Latest Team To Land Jersey Sponsor, Signing Sun Life To Agreement

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Sun Life’s Raptors patch sponsorship is reportedly worth more than C$5M annually. MKTG negotiated the deal for Sun Life.

The Raptors are the ninth NBA team to sell a jersey ad patch, having signed a three-year deal that will put Toronto-based Sun Life’s logo on the jerseys beginning next season. Sun Life’s jersey patch will be the anchor of a CSR program promoting diabetes awareness and prevention.

Sun Life has run a similar program through a Celtics sponsorship which supports a regional “Dunk 4 Diabetes” program since ‘14. The Raptors’ patch sponsorship, which TSN is reporting is worth more than C$5M annually, will support a similar program across Canada.

“For a corporate responsibility program, we explained that the way to really authenticate was showing what the pinnacle of a healthy body can look like, with this sort of intimate association,” said MLSE Chief Commercial Officer David Hopkinson.

The deal includes rights with the group benefits, life insurance and retirement planning portions of the insurance/financial services categories, along with courtside signage, along with digital and social ad inventory for Sun Life.

The company has been a Raptors sponsor for four years and a sponsor of MLSE for seven years. “Our key insight here is that it’s not about the real estate,” said Hopkinson, adding that the deal took around six months to complete. “If you want to just buy impressions, there’s nothing like outdoor (advertising). If you want to stand for something, there’s nothing better than having a presence on the athlete.”

Sun Life’s other Canadian sports sponsorships include the Canadiens, Maple Leafs and the CFL. MKTG Canada negotiated the deal for Sun Life.

source: Sports Business Daily

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Written by Stephanie Rudnick
Stephanie Rudnick

July 6th, 2017 at 2:16 pm

The Batalla Viewing Party

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Soccer United Marketing (SUM), the marketing arm of Major League Soccer (MLS) enlisted MKTG and Gravity*, to support our effort to, for the first time ever, stage an exclusive event called “The Batalla Viewing Party” in downtown LA for a World Cup qualifying game between rivals Mexico and USA.   

“The Batalla” (The Battle), harnessed the anticipation and historical implications of the match between the two national teams, and presented an opportunity for Mexico’s loyal fans to come together as a community to cheer on their team with fellow El Tri (Mexican National Team name) fans.

The goal of the event was to engage millennial fans of the Mexican National Team on a deeper level through an unexpected, culturally rich, social and live experience.  The creative approach to the Batalla utilized a stylized and modern treatment that tipped its hat to the popular Mexican card game called La Lotería that is very popular among the Mexican National team fan base.

MKTG transformed an empty 25,000 square foot loft and parking lot space in the LA Arts District into a culturally-relevant, trendy, cool, urban environment designed specifically to immerse modern day soccer fans in the experience of their love and deep passion for soccer.

The celebration took place all day, culminating in the showdown between the two national teams on giant 16-foot screens around the space. Throughout the day, fans enjoyed live entertainment from some of their favorite DJs including DJ Eddie One from LA’s 96.3FM, and band Jungle Fire.  Sponsored activities included custom cocktails from sponsor El Jimador, a live interactive social media wall, as well as life-sized cutouts of MNT players for fan photos were presented by Wells Fargo and LA Football Club (the local MLS team) was on site distributing swag.  LAFC’s very spirited Supporter’s Band surprised the guests and got them on their feet dancing and cheering on El Tri wildly!

All creative and event elements including custom posters (wild posted around Los Angeles), signage, apparel, giveaways as well as a robust digital campaign were handled by MKTG and Gravity.

See below for photos from the activation! 

*Gravity is a recent acquisition by Dentsu Aegis Network and the leading multicultural marketing in our space.

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Written by Stephanie Rudnick
Stephanie Rudnick

June 30th, 2017 at 12:24 pm

Sights and Sounds of Sunoco Racing

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Sunoco will kick off the 2017 motorsports season with its largest activation effort of the year, centered around the Daytona 500 race weekend.

As one of five founding partners for the Daytona Rising project completed in 2016, Sunoco features multiple levels of consumer engagements, bringing the brand to life. Sunoco’s “Injector” display space includes: The world’s largest Sunoco Diamond (measuring 64 ft. and weighing 12,000 lbs.), the 84 ft. long Sunoco “Shimmer Wall” made up of 83,300 independently moving squares depicting a waving flag, and the Sunoco Celebration Cam .GIF station where fans can simulate their own victory celebration to share via personal social channels.

Additionally, a roaming digital team will be onsite in Daytona capturing the pageantry and excitement surrounding NASCAR’s most prestigious event. The content team’s storytelling will deliver the sights and sounds of the race track to Sunoco’s passionate fan base via social.

For the third straight year, Sunoco will tout its “Essence of Racing” campaign, led by Sunoco’s advertising agency of record Allen & Gerritsen, throughout the motorsports season. This year’s campaign theme is reliant on the premise that “If It Has An Engine”, all you need is Sunoco fuel and a passion for competition to race. The commercial spots will debut during NASCAR’s Speedweeks and feature race footage from over 50+ racing disciplines, including: NASCAR, INDYCAR, NHRA, speedboat racing, and lawnmower racing, among others.

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Written by Edmee Jorge
Edmee Jorge

February 24th, 2017 at 9:38 am

MKTG Canada weighs in on Super Bowl ads and value for Canadian brands

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Matthew Klar, Director of Strategy at recently acquired sports and entertainment sponsorship consultancy S&E Sponsorship shares some fresh insights on Super Bowl ads in the new media context that has seen for the first time U.S. ads broadcast on the American feed in Canada.

Last night’s Super Bowl 51 was a momentous game on many counts. The event saw the first overtime minutes played during a Super Bowl and the New England Patriots quarterback Tom Brady coming back in the fourth quarter to earn a record fifth championship ring.

With the dropping of simultaneous substitution, it was also the first night that U.S. ads appeared on the American feed in Canada. The appeal from Bell and NFL Canada against the CRTC’s order is being heard tomorrow, so it remains to be seen if the U.S. commercials will be seen in Canada going forward.

The pundits MiC tapped all chose to watch the U.S. feed. Read on to find out why, as well as their favourite ads and whether they see a value in Canadian brands continuing to buy into the game.

 

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This article was originally published in Media in Canada

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Written by Paige McConney
Paige McConney

February 6th, 2017 at 4:08 pm

2017 NHL Centennial Fan Arena

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The NHL Centennial Fan Arena opened over the New Year in Toronto, Canada to celebrate a century of hockey thrills. The Fan Arena features several interactive activities, open to all ages, and will be traveling throughout Canada and the US throughout the duration of 2017 so all fans can get in on the fun.

 The Museum Truck

The 53-foot Museum Truck features interactive digital displays, original video content, historical memorabilia, and several photo moments throughout including a customizable Locker Room photo op. Wayne Gretzky stopped by the Museum Truck in Toronto to experience the interactives and sign the Centennial Anniversary logo.

There’s also a second truck which hosts a giant video screen for team trivia and highlights, as well as a pop-up stage for special appearances. Living legend, Wayne Gretzky, stopped by in Toronto.

The Rink

A pop-up ball hockey rink with programmed clinics and games will be open for youth players.

Stanley Cup

Need we say more? The coveted Stanley Cup, the oldest trophy in professional sports, will be present in each market.

Clear The Ice Zamboni® VR Experience

Fans take a seat in a Mini-Zamboni® complete with cool air on their face and a rumbling seat, to compete to resurface the ice. The goal is to create the perfect sheet in the fastest time. All rides will be timed and featured on a leaderboard.

Recycle the Game

Fans have the opportunity to bring their used hockey gear, including shin pads, helmets, shoulder pads, elbow pads, hockey pants, gloves, skates, sticks, goalie pads and goalie blockers/gloves to be donated to under-served community hockey programs. Not only that, but the first 200 donors will receive a shop.nhl.com discount card!

 

Calendar

Check out the upcoming events, and check back to the NHL website for additional markets in the coming weeks!

Jan 7-8: Arizona (Tempe Marketplace)

Jan 12-14: Dallas

Jan 18-19: San Jose

Jan 21-23: Anaheim

Jan 26-29: Los Angeles (2017 NHL Fan Fair, Tickets Required)

Feb 3-5: St. Louis

Feb 11-12: Nashville

Feb 24-25: Pittsburgh

Also, check out a few photo selects below!

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