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Features
In era of racing sponsor retreats, Chevrolet doubles down on activation
US automaker seeks to maintain tight link between racing and consumer car models
Data-driven focus on fan journeys from tracks to dealer showrooms
Sponsorship trends in Grand Slam tennis
SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.
IHG made ‘aggressive’ move to win US Open hotel category rights
The InterContinental Hotels Group (IHG) acquired Official Sponsor rights to the US Open tennis championship in a five-year deal with the United States Tennis Association.
MGM makes fourth major US sports league play with MLS deal
MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer.
The deal is understood to be worth between $2m (€1.8
Nike to strike first in LA 2028’s top tier
Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028
LA Galaxy taps local market power with El Silencio spirits deal
Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US
US Soccer launches seven-figure Volkswagen deal, invests in grassroots
German car brand Volkswagen will pay just under $7m (€6.1m/£5.2m) per year to partner with US Soccer, America’s national football federation.
Sponsorship in basketball, 2018-19
In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.
MGM moved fastest for NBA, NHL and MLB sportsbook rights
Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.
HBSE cashes in on NJ sportsbook legislation, more deals to come
US sports team and venue owner Harris Blitzer Sports & Entertainment will earn about $3.5m (€3m) annually from its first three gambling sponsorship deals, according to industry sources.
PlayStation renews title deal for college football’s Fiesta Bowl
Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN
Wyndham and FedEx raise PGA Tour’s prize money game
Major increases in PGA Tour prize money next year will be part-funded by increased rights fees from the sponsors most associated with the regular-season and post-season finales
Miami Dolphins leverage brand for international partner play
The NFL’s Miami Dolphins aims to be the number one American football franchise for international fan engagement by building on its brand fame worldwide, the ascendancy of its social media offering, Miami’s sta…
“If it doesn’t work for them, Nike’s not doing it, right?”
David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.
All upside for NFL from ‘win-win’ Nike-Fanatics deal
The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.
Rolex replaces Citizen as US Open timekeeper
Swiss watchmaker Rolex has agreed a fee of around $10m (€8.5m) per year to serve as the US Open’s Official Timekeeper and Official Timepiece in a deal stemming from the early contract termination by rival brand Citizen.
Revenue and performance drive Boston Celtics’ deal-making
American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.
Ryder Cup deal imminent for stalled Worldwide Partner plan
The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.
‘A Better Super Bowl’: Hyundai NFL activation case study
Through 2017, Hyundai Motor has been communicating its future mobility positioning through a series of high-profile global brand marketing campaigns.
Modelo opens up beer category for UFC regional deals
Mixed martial arts promotion the Ultimate Fighting Championship (UFC) has signed up Mexican beer brand Modelo Especial in a multi-year deal for the US market only.