Cowboys Main Entertainment

Dallas Cowboys Mark 60th Birthday with Eatertainment Partnership

  • Cowboys partner with Main Event Entertainment to reach a younger demographic with branded birthday parties.
  • ‘Competitive Socializing’ industry expands to more than 600 locations nationwide.

As the Dallas Cowboys prepare to celebrate the organization’s 60th birthday, a new partnership will help amplify the party. The Cowboys announced a partnership with Main Event Entertainment, a social entertainment company with 43 locations in 18 states. To celebrate the Cowboys milestone, Main Event locations in Texas, New Mexico and Oklahoma will host parties on January 28.  Financial terms of the multi-year deal were not disclosed, but Main Event receives a “vast array of marketing rights, benefits and designations […]

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Enterprise Embracing Opportunity of Hometown NHL All-Star Weekend

  • St. Louis-based Enterprise is providing a variety of free programming for local hockey fans.
  • NHL special events are providing long runways for partners to better connect with hockey fans.

Honda may be the presenting sponsor of the NHL’s All-Star Weekend, but it’s St. Louis-based Enterprise activating at every turn of the weekend-long celebration of many of the league’s top players. In its home market, Enterprise felt a need to play a significant role in the 2020 NHL All-Star Weekend, said Kyle Sanborn, vice president of brand strategy at Enterprise.  The St. Louis-hosted All-Star Game is made all the more special by the Blues winning the Stanley Cup in 2019, […]

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Chicago Bulls Bring New Life Into Classic Activation Alongside SQWAD

(SQWAD is a proud partner of Front Office Sports) Faithful fans of the Chicago Bulls will instantly recognize the Dunkin’ Race as a key experience aspect of attending a Bulls’ home game. Sponsored by Dunkin’, fans direct their attention to the scoreboard within the United Center to see which animated character would finish the race first for a chance at a Dunkin’ coupon.  In the past, fans would receive a printed game card with a pre-determined character from that night’s […]

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New Mexico United Jersey

New Mexico United Creating ‘Derivative Value’ With Jersey Sponsors

  • New Mexico United split its jersey sponsorships into home and away.
  • Away jerseys hit major markets of interest to a New York finance firm, while home aims to build community.

Challenged by a small corporate market and the lack of a large established fan base due to its expansion club status, New Mexico United chose to use its most valuable sponsorship asset to drive interest in the club.    While most soccer clubs traditionally have one sponsor across the front of all of its jerseys, the USL Championship club split its jersey sponsorship into home and away.  For the away kit, New Mexico United signed a deal with New York-based finance […]

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Bridgestone Partnership Provides NHL Winter Classic Stability

  • As the title sponsor of the NHL Winter Classic for more than a decade, Bridgestone continues to build brand awareness with hockey fans.
  • The lengthy partnership allows both Bridgestone and NHL to build on what's worked in the past and innovate as they move toward accomplishing brand goals.

When the NHL launched the annual Winter Classic outdoor game on New Year’s Day in 2008, it aimed to give the league a high visibility position on what had historically been a professional sports-devoid holiday. The numbers over the last eleven years have proven that out, with the game consistently ranking as the most-watched NHL regular season game each year. The 2019 Winter Classic averaged 2.97 million viewers on NBC, including those who watched it on streaming platforms. In comparison, […]

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Carnival Cruise Shaq

Carnival Cruise Line Building Sports Partnership Portfolio Pushing Fun

  • Carnival Cruise uses sports as an entry point into key port markets, including Miami, Houston and New Orleans.
  • The cruise line also uses national sponsorships with Shaq and the Harlem Globetrotters to align with fun as cruise lines push further into sports.

Despite a sports partnership portfolio that includes deals with NBA and NFL teams, the Harlem Globetrotters and former NBA superstar Shaquille O’Neal, sports are not a marketing focal point for Carnival Cruise Line. However, Scott Becher, Carnival Cruise Line’s vice president and head of partnerships, said that the company has used these partnerships to connect with potential passengers through fun activities.  “Sports is not an intentional strategic channel for Carnival,” said Becher. “We play where our guests play: entertainment, movies, […]

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StockX Formalizes First Sports Partnership With Cleveland Cavaliers

  • StockX has signed a multi-year partnership deal with the Cleveland Cavaliers - its first with a major pro team.
  • Within five years, StockX is valued at more than $1 billion and is used in 170 countries worldwide.

StockX, one of the fastest growing companies in the growing industry of sneaker reselling, has signed its first partnership with a major pro team as the company looks to grow its reach even further. That first deal is with the Cleveland Cavaliers, a multi-year contract that will not only promote StockX to the team’s fans but also bring the company into both the Cavs and visiting team locker rooms at the Rocket Mortgage FieldHouse. “We’ve come from a young startup […]

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MSG Networks, Anheuser-Busch Bring Programmable Bars To Partnership

  • Heading into 2019-2020, longtime partners MSG Networks and Anheuser-Busch added two programmable bars to the former's studios.
  • The bars are Knicks and Rangers themed with names like "The Corner Three" and "BlueShirts Bar."

MSG and Anheuser-Busch’s relationship has spanned many decades to the point where MSG Networks’ senior vice president of programming and production Jeff Filippi isn’t entirely sure when it officially began.  But since MSG and Anheuser-Busch announced a renewed and expanded multi-year marketing partnership in 2016 that maintained the latter’s role as a Signature Partner, the pair has looked to deepen its relationship through new integrations. Most recently, two fully programmable bars have been added down in the MSG Networks’ studios. […]

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Kombucha Health Ade

Kombucha Companies Making Push Into Sports As Market Expands

  • Kombucha was a $1.2 billion market in 2018 and is projected to grow to more than $3.5 billion by 2025.
  • As teams and athletes embrace the beverage, brands like Health-Ade have started seeking sports partnerships.

Like the recent push into sports by various hard seltzer brands, there appears to be plenty of runway for kombucha to grow in the industry, using sports as a way to connect with a broader population. Kombucha is currently a $1.2 billion global beverage category, and that figure is only predicted to grow as household penetration continues, said Jeff Rubenstein, Health-Ade president of marketing.  Health-Ade, which received a $20 million investment from Coca-Cola in May, according to trade publication BevNet, […]

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Jägermeister Lines Up Another Shot With The NHL

  • Jägermeister has renewed its U.S. sponsorship deal with the NHL, remaining as the league's official shot.
  • The new deal will see the herbal liqueur continue to activate at the league's biggest events like the Winter Classic, as well as add a number of new team-level deals across the NHL.

After giving a league-level partnership a shot last season, Jägermeister is aiming to go deeper into hockey thanks to a new multi-year partnership with the NHL. “We knew that we wanted to create a larger footprint within the NHL fan base to increase opportunities for those memorable toastable moments and hockey drinking occasions,” said Chris Peddy, Mast-Jägermeister U.S. chief marketing officer. “Hockey fans were very receptive and excited by the NHL and Jägermeister partnership, so we’ve created additional opportunities to […]

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