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Chicago Bulls hand over new sponsorship asset to Calamos

NBA basketball team the Chicago Bulls has agreed a multi-year partnership which makes global asset manager Calamos Investments the first company to display its logo on the court apron at the United Center arena.

In addition, Chicago-headquartered Calamos will sponsor a new Bulls ‘Rising Player’ content franchise that will appear regularly on the team’s social media channels throughout the season highlighting a player whose performance levels are increasing.

The partnership also provides Calamos with digital signage in-arena, as well as access to unique Bulls hospitality experiences.

“Our special partnership with the Chicago Bulls aligns values that go beyond typical sponsorship agreements,” John Koudounis, chief executive of Calamos Investments, said. “Not only do we share our love of Chicago, but both our businesses depend on teamwork, strategy and high levels of execution to succeed for the long term.

“We are confident that Calamos’ affiliation with the Chicago Bulls’ renowned franchise will support the visibility of our global brand as we continue to execute our growth strategy.”

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.