Archive for the ‘Sports & Entertainment’ tag

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 Extends To Germany Through Acquisition of Markenloft

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Screen Shot 2016-09-07 at 11.00.47 AM

August 18, 2016: Dentsu Aegis Network today announces that it has signed an agreement to acquire Markenloft GmbH (“Markenloft”), a leading brand and lifestyle marketing agency in Germany. The completion of this acquisition is subject to regulatory approval. Markenloft will be fully integrated in the lifestyle marketing agency MKTG, further expanding the brand’s footprint around the world and strengthening the network’s sports and entertainment, experiential and lifestyle marketing offering.

Founded in 2008 and headquartered in Dusseldorf, Markenloft has grown to become a leading brand and lifestyle marketing agency in Germany by creating new standards for advisory client relations based on ‘emotional brand selling’. Markenloft’s holistic brand experience approach brings together event marketing, live communication & experience production, experiential campaigns, sports & entertainment consulting, sponsorship management and celebrity consulting. With a strong team of more than 30 experiential marketing experts, the agency provides lifestyle marketing services to high profile clients across various industries.

Following the acquisition, Sebastian Birwe and Kai Burkhard – Founders and Managing Partners – will continue to lead their successful team within the new MKTG offering across Germany. They will report to Zoja Paskaljevic, CEO of Dentsu Aegis Network Germany.

Zoja Paskaljevic, CEO of Dentsu Aegis Network Germany, commented: “This is a really exciting opportunity for our group and I am delighted to welcome the Markenloft team to our network. Their experience and proven leadership will provide us with solid foundation to launch MKTG in Germany and significantly strengthen our lifestyle marketing offering globally. Bringing Markenloft to Dentsu Aegis Germany will build up an entirely new brand experience offering to deliver even more value for our clients.”

Charlie Horsey, Global Brand President MKTG, said: Establishing a presence in Germany has been a priority for us since being acquired by Dentsu Aegis Network in August 2014. We were committed to identifying an existing business that was not only a market leader and a functional fit, but a cultural fit. We found that in Markenloft from our first meeting. Sebastian and Kai have built out an incredible business, one that perfectly complements the integrated lifestyle marketing service offering we have been building out around the globe. We very much look forward to working with Sebastian, Kai and their entire team to achieve great things for MKTG, our employees and, of course, for our clients.

Sebastian Birwe, Managing Partner of Markenloft, commented: “We are truly excited to be joining the innovative Dentsu Aegis Network and launch MKTG in Germany. With this partnership, Markenloft will empower its talent, clients and ideas through MKTG’s established global network and resources that are beautifully aligned with our purpose and vision of our industry.”

“It’s an exciting day for Markenloft. MKTG is an extraordinary international network because of their commitment to always being at the forefront of brand experience and lifestyle marketing and we are thrilled to join forces. Together we can leverage the synergies in creativity and innovation on an global scale”, Kai Burkhard, Managing Partner of Markenloft, added.

 

Contributed by Dentsu Aegis Network 

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