SPONSORSHIP & PROMOTION
The PGA TOUR and Meiomi Wines entered into a new multi-year marketing relationship that designates Meiomi Wines as the “Official Wine of the PGA TOUR and PGA TOUR Champions.” As part of the PGA TOUR’s Official Marketing Partner program, Meiomi Wines will activate the partnership at tournaments across the United States, including THE PLAYERS Championship and TOUR Championship, where fans can experience the world of Meiomi on-site through an interactive, immersive lounge in addition to an investment in digital advertising and a nationwide retail sweepstakes.
Aurora Cannabis and UFClocked in an exclusive, multi-year, multi-million dollar, global partnership designed to advance further clinical research on the relationship between 100% hemp derived Cannabidiol (CBD) products and athlete wellness and recovery, with a view to accelerating CBD product development and education. The research will be conducted at the UFC's Performance Institute in Las Vegas, Nevada, in collaboration with UFC's sports performance team, as well as with athletes who choose to participate in the studies. Clinical studies will focus on pain management, inflammation, injury/exercise recovery, and mental well-being.
Major League Lacrosse announced a new partnership with Anheuser-Busch to become the official beer partner of the 2019 Major League Lacrosse All-Star Game, being held at Navy-Marine Corps Memorial Stadium in Annapolis, MD on July 27. This deal will also include prominent signage on the playing field, fan zone activation, and various on-site promotions at several sports bars and retail locations.
The USGA is reportedly partnering with Marvel Entertainment for a new comic that will launch at the U.S. Open at Pebble Beach Golf Links next month, following Iron Man and other Avengers as they teach other Marvel characters about golf. “For 80 years, comic books have been at the core of the Marvel Universe, introducing fans of all ages to new adventures, ideas, and experiences through visual storytelling,” said Michael Pasciullo, SVP of Marketing and Communications at Marvel Entertainment. “We’re thrilled to be teaming up with the USGA to use our iconic heroes and that storytelling to inspire the next generation of athletes and golfers.”
Learfield IMG College is bringing back the CLC brand name for the combined organization of IMG College Licensing and Learfield Licensing Partners. “CLC was the company that gave birth to the collegiate licensing industry in 1981 after a licensing agreement with legendary Alabama Football Coach Paul “Bear” Bryant and original company founder Bill Battle,” said Greg Brown, President and CEO of Learfield IMG College, parent company of CLC. “Bill and CLC saw an opportunity in the marketplace and developed an innovative solution to meet that need, and we pledge to continue that type of visionary leadership and innovation.” Cory Moss will lead CLC and leverage Learfield IMG College’s suite of businesses to help elevate college brands with new strategies, technology, product innovation and marketing opportunities.
Nicorette announced a partnership with Dale Earnhardt Jr. to encourage smokers to start their quit journey by taking the new lozenge for a Taste Test Drive. As part of the program, the former NASCAR driver will star in a social content series alongside other smokers ready to start their quit journey, including Dale's cousin Danny Earnhardt Jr. and some real-life fans.
DIGITAL, DATA & TECH
Sportradar announced a long-term extension of its agreement with The Associated Press. Following a successful three-year collaboration as AP’s official sports data provider, Sportradar will continue in the role to deliver its core sports data content to AP’s traditional and digital platforms. In addition to sharing its data APIs, including ones for the NBA, MLB, Soccer and NCAA Sports, Sportradar is providing AP with access to its market-leading radar360 research engine and support from its best-in-class Research Desk.
ESPORTS
State Farm is extending its League of Legends run, announcing a new deal that will carry its sponsorship through 2021 for multiple esports properties including: North America’s League of Legends Championship Series; League’s three global events: League of Legends World Championship, Mid-Season Invitational, and All-Star Event; and the League of Legends College Championship presented by State Farm. Activation elements include: The State Farm Analyst Desk for LCS broadcasts as well as all English-language global broadcasts of global events, and the League of Legends College Championship; Integrated in-broadcast/in-steam content such as Assist of the Week, I’m Helping segment, and the Level-Up segment; Digital “Cheerboard” printers at all LCS home & away events and US-based global events, including the most recent LCS Spring Finals in St. Louis and the 2018 All-Star Event; and “Cospitality” Tents at LCS regional finals and global events, where fans can share their passion for cosplay.
Lotsa news out of DreamHack. The Gaming festival is partnering with Esports Management and ZOWIE to launch DreamHack Showdown, an all-women CS:GO tournament featuring a $100,000 prize pool. The CS:GO players will have access to dedicated player support, professional event facilities, promotion and a proper prize pool and running at DreamHack Valencia from July 5-7. This partnership is the first large-scale collaboration aimed to elevate ambitious women CS:GO players in the global esports scene and provide a dedicated platform to support their professional growth.
Meanwhile, DreamHack also announced a partnership with golf’s European Tour to create the European eTour Championship at this week’s Made in Denmark presented by FREJA. Eight of the best players from around the world in the most popular online golf game “World Golf Tour” by Topgolf will go head-to-head in knockout match play format. Action will be streamed during the afternoon to ensure the best viewer experience with a continuous flow of visitors at the venue.
THE MAIN EVENT
NCAA Women’s Golf Team National Championship on Golf Channel at 4p.
