Marketing

Michigan stadium

Irish Spring Launches Rare Sports Activation Around College Football

  • Irish Spring will host pre-game tailgates at three legendary college football venues ahead of rivalry games on November 30.
  • Former Michigan Wolverines linebacker Dhani Jones is additionally partnering with the brand, acting as spokesperson for its "Neutral Zone" campaign.

Irish Spring is not normally a brand that advertises around college football, especially in comparison to market rivals. But it has taken the opportunity during rivalry week to promote its brand to the sport’s most rabid fans. The Colgate-Palmolive subsidiary will unveil a new pop-up activation on November 30, highlighted by “Neutral Zones” where fans of opposite teams will compete together performing karaoke to win free product giveaways.  Irish Spring is historically a rare participant in sports marketing, particularly in […]

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Cam Newton Vinta

A Deal with Cam Newton Sparks New-Found Interest In Sports For Vinta

  • Vinta is looking to expand its presence in sports marketing by speaking with more influencers in the industry following its recently announced partnership with Cam Newton.
  • Both the NFL Star and Vinta are currently working together on releasing more fashionable travel accessories to consumers in the near future.

Vinta Supply Co. never imagined getting involved in sports before former NFL MVP Cam Newton reached out to partner with the company. Then again, the startup’s entry into the travel industry was not planned either. Vinta launched in 2015 as a maker of fashionable camera bags before expanding its merchandise to travel accessories – following two Kickstarter campaigns that raised more than $250,000 for the brand. The New York City-based online retailer now sells backpacks, field packs, and other products […]

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FOS Exclusive

XFL Nears Apparel Deal With Starter Athletic Brand

  • The XFL is nearing a deal with Starter, the athletic apparel brand best known for its 'Starter Jackets' in the 80's and 90's.
  • Starter outfitted the Alliance of American Football before it folded earlier this year.

The XFL is finalizing a deal with athletic apparel brand Starter, sources tell Front Office Sports. The sports brand is expected to design and supply the off-the-field apparel for the reborn XFL and its eight new teams. The XFL, meanwhile, is also working on a separate deal for an on-field uniform supplier, said sources. Starter, now owned by Iconix Brand Group, previously outfitted the defunct Alliance of American Football, which filed for Chapter 7 bankruptcy on April 17. The XFL […]

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nascar kansas city

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR

  • In-stadium advertising is largely viewed as one piece of the overall fan experience puzzle. But to reach as many fans as possible, a strong digital strategy is also required, experts say.
  • Industry newcomer SV Sports estimates a potential audience of 35 million people for brands to target across all of its league partnerships for the upcoming 2020 season.

Fans’ in-stadium viewing experience is one already filled with advertising by brands looking to attract new consumers – with activations spanning static logos, animated graphics, and even pop-up events around games. A select number of teams and leagues are also looking to sell additional inventory that would allow brands to reach fans via video format on jumbotrons, concourse screens, and other screens across the stadium. Recent examples of this trend include Minor League Baseball, The American Hockey League, the New […]

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gerardo parra baby shark

Nationals ‘Baby Shark’ Craze Paid Off On And Off The Baseball Field

  • Popular Baby Shark items for fans to purchase at Nationals Park during the season included t-shirts, hoodies, headbands, and plush hats.
  • BreakingT, an MLB Players Association license partner, created the first Baby Shark baseball-themed shirt in June, before the craze went national during the postseason.

It’s difficult in sports to know when the next out-of-the-box merchandise or stadium activation opportunity will present itself. That is until it smacks you right in the face. The “Baby Shark” craze prevalent throughout the Washington Nationals 2019 season, en route to the World Series title, is proof of that. “In those situations, you are always reacting quickly to something that is sticking with fans,” said David Lundin, VP of production and broadcasting at the MLB club. “Our job is […]

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sixers-art-exhibition

Sixers Crossover To The Arts With Local Art Exhibition

  • Wanting to meet their fans through other avenues, the Philadelphia 76ers are hosting the inaugural “76ers Crossover: Art Exhibition, presented by Reebok.”
  • From November 16 to 19, fans can attend the free event, which will feature over 200 pieces of Sixers-related artwork created by artists from 13 countries.

As the Philadelphia 76ers have improved on the court, so too has the profile of their players off it. As the team looks to build deeper connections with fans, the 76ers are looking to Philadelphia’s art scene for assistance. “We really want to capitalize on this and meet our fans in other areas of their life,” said 76ers CMO Katie O’Reilly. From November 16 to November 19, the Sixers are partnering with Reebok to host the “76ers Crossover: Art Exhibition, […]

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dallas wings wnba

Diversity and Wellness Highlight The Dallas Wings’ Partnership Strategy

  • Partnership revenue dollars for the WNBA franchise in 2019 improved 40% year-over-year, and is expected to grow again next season, the team said.
  • Yet competing for sponsorship deals in a metro area that also encompasses the Dallas Cowboys, Mavericks, Stars, and Texas Rangers can make finding new opportunities challenging.

The Dallas Wings’ partnership strategy focused on diversity, mental health, and physical wellness is just over two years in the making. But already the organization is reaping the benefits of a unified brand message. The Wings relocated from Oklahoma to the fifth-largest U.S. market of Dallas-Fort Worth in 2016, following unanimous approval by the WNBA to move the Tulsa Shock. In the years since, the team has formed partnerships with brands like State Farm and Toyota thanks to its revamped […]

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Dodgers Merchandise Collaborations

Dodgers Hope Merchandise Collaborations Provide Bridge To New Fans

  • The Los Angeles Dodgers and Union Los Angeles sold out of products at this month's ComplexCon.
  • The Dodgers have released nearly a dozen limited-edition collaborations with fashion brands.

At ComplexCon earlier this month in Long Beach, fashion-minded attendees had a chance to see some of the newest collaborations from the hottest brands in streetwear.  Among those was one of Los Angeles’ most well-known brands: the Dodgers, who collaborated with streetwear retailer Union Los Angeles that sold out quickly. The collaboration between the Dodgers, Union Los Angeles owner Chris Gibbs and New Era included a six-piece capsule embracing Los Angeles and Dodgers iconography in streetwear.  The collaboration was just […]

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MLB Playoffs Remain Big Draw For Top Brands

  • Brands spent an estimated $652 million in TV advertising during the 2019 MLB playoffs. according to iSpot.tv. More than 40% of those funds were earmarked for the World Series
  • This postseason marked the second consecutive year that each round of the MLB playoffs had an official presenting sponsor.

There are several advantages to marketing with MLB teams throughout the regular season. With home games spanning six months, brands have ample opportunity to activate locally and establish high-level relationships with fans.  But when the calendar shifts to October and the MLB postseason, the strategy changes. The MLB playoffs for brands are about putting their product in front of as many eyeballs as possible.  Taco Bell and YouTube TV are prime examples of brands using this tactic as both are […]

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Juan Soto Under Armour

Under Armour To Deploy New Ad Campaign Touting Athletes in 2020

  • Under Armour is attempting to become more of a premium brand, while still catering to its core athlete consumer base.
  • The company's increase in advertising dollars is a direct result of better than anticipated margins achieved in the third quarter.

Under Armour has announced a new marketing push heading into 2020 that will showcase its roster full of prominent athletes, and attempt to grow brand appeal with consumers.  The shift in strategy comes in the midst of an SEC investigation into the company’s accounting practices, and another quarter of revenue declines. On its 2019 third-quarter earnings call on November 4, Under Armour said newly allocated advertising dollars are a direct byproduct of better than anticipated margins achieved during the period. […]

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