Originally published at Sports Business Journal
After Team USA triathletes claimed two medals at the Tokyo Games, doubling their all-time medal haul, USA Triathlon is aiming to further build upon the record year, according to SBJ's Chris Smith. Increased interest in the sport may help further diversify sources of income, as USA Triathlon CEO Rocky Harris believes the short-distance races can make for more compelling broadcast events.
“We believe the mixed relay can become one of the most attractive endurance sports to watch on television, which is important because we want to turn our sport from primarily a participatory sport to one that has viewers and spectators, too,” said Harris, who points to the recent success of Ironman, Professional Triathletes Organization and others.
Harris: “An increase in TV viewership will drive a broader interest in the sport, and we are working to position ourselves for LA 2028 where we can capitalize on mixed relay as must-watch TV to influence kids, similar to what swimming and gymnastics have been able to successfully do over the years.” He added that Team USA members who competed in Tokyo will play a role in further promoting the organization’s athlete development pipeline and opportunities at the collegiate level.
By Jabari Young
Originally published at CNBC.com
From the NBA to the NHL, top U.S. sports leagues are carving out more space on for advertisers to get visibility and help networks to recover from Covid-19 losses.
The National Basketball Association wants further to expand its sponsorships with virtual advertisements on the court. After placing ads near on-deck circles and behind the pitcher’s mound, Major League Baseball joined the patch party with logos on officials’ uniforms. And the National Hockey League inserted helmet ads to make up for pandemic losses suffered by corporate partners. The NHL jumped on the jersey patch trend adopted by other sports.
The NHL plans to add the jersey patch starting in its 2022-23 season, according to the Associated Press. By then, the sports sponsorship market could get cluttered, especially at the team level.
“It feels like we’re selling the bits and pieces now,” said Peter Laatz, global managing director at sponsorship valuation firm IEG. “Everyone is trying to fill in holes that were created last year.”
Jersey patches aren’t anything new. The NBA started to leverage uniforms with its program in 2017, and Laatz said the concept is “something that’s been done for years with European soccer clubs.”
MLB used virtual ads that appear behind home plate since the 2001 World Series. The premium real estate is only for national partners, including Fox Sports, which has the rights to the championship games. MLB works with ad tech firm Brand Brigade to create the signage and attracts eight figures for the slots, which has value because of its placement in the main shot of a game’s broadcast.
Last year, during its Orlando bubble, the NBA rolled out its version of virtual ads, or logos that are interchangeable on the court for TV audiences. League officials provided guidelines on which colors to avoid, the size of the logos and ad placement. The NBA used the ads again for its 2020-21 season and permitted regional sports networks to access the asset.
Networks are allowed two sponsors per game. To receive the national TV real estate, companies need to obtain significant media deals with the NBA and its partners. On the regional front, industry insiders suggest the ads solicit roughly $15,000 per quarter.
Laatz called the NBA virtual ads “disruptive, in a good way,” as they have the potential of catching the viewers’ attention. Jeff Marks, the CEO of Innovative Partnership Group, a sports business firm that helps negotiate agreements for teams, labeled the NBA ads as a “high-value asset” due to the on-court location. Also, brands can strike deals that include virtual ads and grant rotation on NBA sideline boards below the scorer’s table.
“It’s probably the most valuable naming rights inventory that we see for NBA teams,” said Marks of the in-game TV signage. “They’re significant assets with the amount of impressions you get.”
The NBA has made over $150 million since launching its jersey patch program, but its patch money appears stagnant. Hence, the league enhanced visibility (increased logo sizes) to raise value and created practice jersey options.
The NBA’s record-high $1.46 billion in sponsorship revenue should only reach new heights if the virtual ads establish a good media value.
The NHL is also no stranger to virtual ads, and it plans to unleash jersey patches soon. The league is taking advantage of the extra TV exposure now that ESPN and WarnerMedia are media partners.
Teams like the Detroit Red Wings and Dallas Stars already took full advantage of the helmet sponsorships. A study from research firm Morning Consult suggested consumers approve of the ads, which helped the NHL secure $676 million in sponsorship money for the 2020-21 season, according to IEG.
“But a lot of the helmet sponsorship wasn’t new money,” Laatz said. “It was make-goods inventory. So that’s maybe what you see here (with the NHL patch) – trying to find more real estate to put logos.”
The thing is, the NHL’s newest asset isn’t as shiny as the other leagues.
The speed of play in hockey doesn’t offer excellent visibility like the NBA, which allows brands to capitalize from free-throw line close-ups. And though it’s accepted in the sport, the violence associated with the NHL is risky for corporate partners.
“Buyers of the patch would be smart to raise the pace of play conversation,” Laatz said.
In addition, the NHL already has an abundance of ads that appear in its telecast. The most effective is the dasher board spots, as these ads provide consumers a “good contrast” of ads and offer “good returns for sponsors,” noted Laatz.
When discussing estimations of what the NHL could bring in from the new patch, Laatz predicted the NHL wouldn’t solicit as much at the NBA. “People don’t follow individual NHL players the way they follow NBA stars,” he said. “The star power piece is different.”
The NHL’s launch of jersey patches will lead to a crowded sponsorship space by 2023.
There are arena naming rights, sports drink rights and now an overload of jersey patches. Also, keep in mind, Major League Soccer its has patch offerings, and international soccer clubs like PSG are slowly creeping into the U.S. landscape.
“That’s a fair assessment to make,” Laatz said of a cluttered sponsorship market on the horizon. “It doesn’t necessarily devalue anything. It just makes the conversation about the stuff that already existed – is it worth more or less.”
But Laatz cautioned brands shouldn’t associate with new sports sponsorships unless it offers accurate returns once the games on TV conclude.
“Consumer sentiment is different than media exposure which is very binary,” he said. “The eyeballs were there, or they weren’t. Consumer sentiment is about [discussing the product after the ad].”
But with the NHL’s move, multi-team ownership groups could benefit.
Monumental Sports and Entertainment is taking the lead here. The group owns the NHL franchise Washington Capitals, NBA’s Wizards and WNBA’s Mystics franchises. MSE combined its jersey patches, and the group is seeking $12 million for its patch, stretching the asset across four teams, including esports and the NBA G League.
Laatz praised the creative combination, calling it a “miniature naming rights” opportunity. The Capitals could be a part of the package in the future, which only increases the MSE’s patch value.
“It’s great,” Laatz said of MSE’s move. “Brands can do one transaction, one contract, and get a jersey patch asset across multiple clubs. At times, multiple entry points across multiple contractual terms can get complex for buyers, so this is a benefit. If the rules are relativity the same, the marketing, merchandising – if I’m a buyer, I’m looking at this combination.”
By David Brighton
Originally Published in SBJ
Emerging categories helped the venue naming-rights market thrive over the past 19 months despite a lack of events and fans in attendance, as more than $1.2 billion in new or extended deals were signed at 79 stadiums and arenas in the United States and Canada, according to Sports Business Journal research.
Following a four-month pause during the pandemic, the marketplace reignited in July 2020 when UBS, a Swiss financial company, committed $350 million to put its moniker on the New York Islanders’ under-construction arena. The deal set the tone for the next year, as 38% of the big league deals signed since then came from the financial sector, the most of any market segment and nearly double the rate that occurred between 1970 and 1999.
Amazon pledged a similar amount 27 days later to tout its environmental sustainability efforts, naming Seattle’s arena Climate Pledge Arena. Both venues are scheduled to open this fall.
Amazon’s unique decision also sparked a trend. Ball Corp., for example, replaced Pepsi’s longtime arena deal in Denver, as it hopes to promote its environmentally friendly aluminum products; and during their NBA Finals run last month, the Phoenix Suns signed with plant-based engineering company Footprint to rename the team’s recently renovated arena.
Innovative Partnerships Group CEO Jeff Marks, who represented the Suns in the deal, said a relationship with a sustainability company provides multiple touchpoints that give stakeholders an opportunity to spotlight their efforts to both their fans and their business partners, something that is more difficult to do with an insurance company or automaker.
“Twenty years ago, naming rights were more of an ego deal for CEOs, and a decade ago it was a marketing decision,” Marks said. “But naming rights in 2021 is a holistic business decision. These are long-term deals that should be treated as if you are buying a business. If you are a CEO with a naming-rights deal, you should feel like the venue is your office.”
And, like Footprint, many of the new players in the naming-rights scene are small and/or unknown businesses.
“Q2 (Austin FC), FTX (Miami Heat), SoFi (Los Angeles Rams and Chargers), Footprint and Lower.com (Columbus Crew) and Paycom (Oklahoma City Thunder) all had revenue below $1 billion when their respective deals were announced,” said Drew Bolero, manager of data strategy at Navigate. “This shows that naming rights is feasible for a growing brand, given the right situation.”
Bolero said recent evolutions in technology have helped the industry develop a better understanding of the performance of such sponsorships in terms of impact and efficiency.
“As far as specific metrics, we now have access to geo-location data, which helps us understand demographics of event attendees, as well as their habits and interests based on where they go before and after events,” he said. “We also have more vendors tracking logos using AI to give us a more precise understanding of time on screen than we had in the past with manual tracking.”
The insurance segment is poised to overtake automakers as the niche’s second-biggest category, after insurers replaced three existing naming-rightspartners over the past 30 months. In March of 1996, eight months before the groundbreaking for the Milwaukee Brewers’ new ballpark, Miller Brewing announced it would put its name on the hometown stadium. That deal ended last year when American Family Insurance took over. Similarly, Canada Life last year took over rights in Winnipeg, where MTS signage had been on the arena since 2004, when the AHL Manitoba Moose were the anchor tenant (before the then-Atlanta Thrashers moved to Canada prior to the 2011-12 NHL season). Additionally, Highmark Blue Cross and Blue Shield replaced New Era’s short-lived presence atop the Buffalo Bills stadium.
Although it may be too soon to classify it as an emerging category, Verona, Wis.-based Wisconsin Brewing Co. announced earlier this summer that the under-construction ballpark that is scheduled to open next spring as home to the American Association (Independent) Lake Country DockHounds will bear the beermaker’s name, a first for a craft brewery. The first naming-rights deal structured as such came in 1970, after the F. & M. Schaefer Brewing Co. paid 25% of the construction costs of the New England Patriots’ new $6.7 million Schaefer Stadium in Foxboro, Mass.
Looking ahead, colleges and minor leagues will continue to serve as fertile ground for brands to showcase their products and services, as there really are only a handful of big league venues with naming rights in play. The San Antonio Spurs are looking to replace recently departed AT&T; MLS has availability at LAFC’s pitch, as well as the under-construction venues in Nashville and St. Louis; Heinz has said it will not renew its deal with the Pittsburgh Steelers after this season; and in Washington, Nationals Park opened in 2008 but has yet to have a corporate name.
And the processes and objectives for both sides are dramatically different in the post-COVID economy.
“Naming rights are no longer just a sponsorship,” Marks said. “If you are selling it that way, it’s DOA.”
The morning after Game 3 of the NBA Finals in Milwaukee, Bucks President Peter Feigin was in Fiserv Arena by 6 a.m. attending to the most pressing business issue at hand: retrieving a lost cellphone left in the arena by one of the team’s owners. Rest assured, Feigin has far more critical commercial efforts on his agenda as well, as the small-market Bucks spend the summer leveraging their first trip to the Finals in 47 years.
For a small-market team like the Bucks and a mid-market team like their opponent, the Phoenix Suns, the Finals represent a coveted and lucrative selling opportunity as the entire industry works to recover from the pandemic.
“You are one of two teams left playing in the NBA and it puts a focus on the team on a global level,” said Feigin, casually dressed in a cream-colored Bucks hoodie and a pair of jeans as he fielded questions from visitors in his office at the Bucks’ headquarters, located a few blocks from the arena.
At hand is an immense, and rare, revenue-generating opportunity for both teams. Milwaukee and Phoenix entered the NBA as expansion franchises in 1968, but prior to this season, the Bucks had not been to the Finals since 1974 and their only title came in 1971; the Suns have also now appeared in the Finals three times, with their previous appearances coming in 1976 and 1993.
The Finals represent a dramatic transformation both on and off the court for the Suns that just a few years ago were one of the worst teams in the NBA. For the Bucks, the Finals continue the team’s upward trajectory that began in 2014, when the team was sold to a group led by Marc Lasry and Wes Edens. Since then, Milwaukee has become one of the most aggressive and innovative teams in the league.
For Phoenix, the biggest piece of business is a new naming-rights deal for its arena that comes as the team wraps up a $230 million renovation. Last week the team announced a naming-rights deal with plant-based engineering company Footprint, which is based in Gilbert, Ariz. Terms were not disclosed, but the team reportedly was seeking a minimum 10-year deal worth $9 million annually. Innovative Partnerships Group represented the Suns in the deal, which will name the arena Footprint Center. Footprint develops and manufactures biodegradable and recyclable technologies and employs more than 1,200 people.
Heading into the Finals, the most recent NBA naming-rights deal was for the Miami Heat’s FTX Arena, which was signed in March and valued at $135 million over 19 years, for an annual average of $7.1 million. The appearance in the Finals put the Suns in a great position to drive the value of one of the most lucrative pieces of team inventory.
“This is an inflection point for our organization,” Suns President and CEO Jason Rowley said of the team’s success. “We are keenly focused on it, and having this level of attention on the Finals — and having the exposure — is valuable to any brand.”
The Suns’ sponsorship inventory also includes the highly visible spot on the floor apron, a deal that will only add to the team’s current level of 12 seven-figure annual deals out of about 120 total sponsors. In addition, Phoenix already has a 95% season-ticket renewal rate. Ticket demand is also fueled by a 1,000-seat decrease in capacity to 17,500 in the renovated arena.
Along with the on-court success and the arena renovation, the Suns already had the advantage of being one of the earliest NBA teams to allow fans to return to the building this season, a situation that further jump-started their business even before their deep playoff run. “The timing is phenomenal,” Rowley said. “We are continuing to leverage the moment, but it is about creating a philosophy of sustained success.”
The Bucks may not have a piece of inventory to sell that’s as significant as naming-rights, but they have some other major assets in the market. “Our inventory is endless,” said Feigin in describing the Bucks’ aggressive and innovative summer sales efforts.
The team has been working for months to sell a sponsorship to its Deer District plaza outside the front of Fiserv Forum. With some 35,000 fans jamming the plaza during both home and away postseason games, and with countless TV shots of those crowds shown on ABC, the Bucks are looking to cash in with an expected seven-figure, multiyear deal for the space. Feigin said the television exposure is “a commercial for activation. We’ve got several prospects and what a better show.”
Inside the arena, the Bucks are creating new inventory and plan to sell a title sponsorship for the suite level, which comprises 34 suites. The team is in the market for its Panorama Club located at the top level of Fiserv Forum. “All will be seven-figure, multiyear deals,” Feigin said of the inventory on the market.
In addition, about one-third of the Bucks’ suites and 33 loft premium products are up for renewal this summer, and the team is pushing for longer and pricier deals.
Of the team’s 100 or so sponsors, about 20 are up for renewal. The sales pitches can tout not just promises but tangible proof of on-court success that brings more value to sponsorships. “It is what we are, not what we could be,” said Matt Pazaras, chief business development and strategy officer for the Bucks.
The Bucks will test a new season-ticket sales strategy by capping full season tickets for next season at 10,000, down from the previous cap of 12,000. It’s a move Feigin said will allow the team to push variable ticket pricing as the Bucks profit from their success.
“In the past, we really needed 12,000 season tickets for that security, but with a winning team, you start to think about what that number should be,” Feigin said. “We will experiment with it. We had no capacity up until 12 weeks ago, but with success, you control your inventory. One of the challenges of being in a small market will always be acquisition and retention. It’s not that deep of a pipeline for fans. We always have to be selling.”
Originally published at https://www.sportsbusinessjournal.com/Journal/Issues/2021/07/19/Upfront/NBA-Finals.aspx?ana=mk_sbj_jo_emjo
BY TERRY LEFTON AND JOHN LOMBARDO
The Suns have signed an arena naming-rights deal with plant-based engineering company Footprint ahead of Saturday's Game 5 of the NBA Finals. Terms of the deal were not disclosed but the Gilbert, Ariz.-based company reportedly was seeking a minimum 10-year deal worth $9M annually. The venue will be called Footprint Center. Innovative Partnerships Group represented the Suns in the deal. Footprint develops and manufactures biodegradable and recyclable technologies and employs more than 1,200 people.
The Suns facility opened in '92 as America West Arena and has since had various names, including US Airways Center, Talking Stick Resort Arena and PHX Arena. More recently, it has been called Phoenix Suns Arena. The facility is undergoing a $230M renovation to be completed before the start of next season. The most recent NBA naming-rights deal was for the Heat’s FTX Arena, which was signed in March and valued at $135M over 19 years, for an annual average of $7.1M.
The Suns deal is another sign that sustainability has become an important sponsorship category. Last June, Amazon purchased rights for the home of the NHL’s new Seattle Kraken, calling it Climate Pledge Arena. Last October, Ball Corp. bought naming rights to the Denver arena which houses the Nuggets and Avalanche, looking to push its aluminum products as a environmentally friendly alternative to plastic. "The profile and scale of a naming-rights partnership enables brands to drive purpose driven initiatives like sustainability,'' said Peter Stern, whose agency, The Strategic Agency, handled the Denver deal and activation for Ball Corp.
Republished from SBJ.com: https://www.sportsbusinessjournal.com/Daily/Closing-Bell/2021/07/16/Suns.aspx
The Phoenix Suns, Phoenix Mercury and Real Mallorca announced today a new long-term partnership with Footprint, a material science company creating a healthier planet by reducing dependency on single- and short-term use plastics. The partnership will include naming rights and product integration, and it will exponentially amplify awareness and use of plant-based fiber alternatives to plastic and build toward a carbon-neutral, plastic-free arena. Over the next year, fans returning to the newly named Footprint Center for Suns and Mercury games or concerts and shows will begin to experience food served in Footprint’s biodegradable, compostable, and recyclable solutions as well as educational points about the positive impact of making a switch from single-use plastics in their everyday lives. Ultimately Footprint Center will become an immersive living innovation lab for fans, enterprising partners, and likeminded venue operators from around the world to visit.
“We’re thrilled to partner with Footprint to reduce the arena’s dependency on single and short-term use plastics by making Footprint Center a hub for sustainable products and packaging,” said Suns, Mercury and Real Mallorca Managing Partner Robert Sarver. “It was important to us to find a partner that could truly make a positive impact in our community and on the planet, and Footprint is a global leader that is also Arizona-based and therefore shares our commitment to the Valley. Integrating Footprint’s plant-based fiber technology into our core business functions will mobilize partners and fans to drive collective and systemic change, in our arena and beyond.”
As part of the partnership, Footprint will bring its food and beverage solutions and a team of dedicated experts to help Footprint Center become carbon-neutral and single-use plastic-free while creating a living innovation lab for food and beverage suppliers to learn more about consumer sentiment and how they can transition away from plastic. Together, they will forge solutions that can be scaled outside Footprint Center and across the industry, helping companies concerned with ESG to integrate plant-based fiber solutions that are designed to be recycled and composted into their core product lines. The first change fans will see will be plates, packaging, utensils, coolers, and other single-use plastic items that can be replaced with Footprint’s innovative plant-based technologies. Footprint Center will also feature recycling and compost containers, not trash cans, which will be serviced to make sure the recycling loop is complete.
“We have a unique opportunity with the Suns, Mercury and Real Mallorca to transform sports and entertainment experiences where fans can enjoy their food and drinks in sustainable packaging and learn more about how they can make changes in their daily lives to get rid of single-use plastics,” Footprint CEO Troy Swope said. “Together we’ll create a living innovation lab of new ideas for consumer feedback, new opportunities for our customers, and we can educate fans in a way that will create a ripple effect outside the arena. Today is just the beginning.”
Reducing dependency on single-use plastics is just one way brands and fans can take a stand for the environment. Footprint Center will set a new standard in sustainability and demonstrate what’s possible for other arenas around the world. Both organizations recognize the need for third-party vendors and suppliers to accept the challenge of eliminating single- and short-term use plastics and invite them to look to Footprint Center as a viable testing ground.
In addition to supplying some of the world’s top food brands with sustainable plant-based fiber solutions, Footprint started the Footprint Foundation, and in 2021 initiated Pledge2050, a call to action encouraging people around the world to quit single-use plastic. Athletes, entertainers, and fans coming to Footprint Center or Mallorca Stadium to perform will be invited to take the pledge. Starting in single venues can be a gateway for others to understand how to make the switch from plastic to compostable and recyclable solutions.
This partnership is a significant step forward building on the momentum of the arena transformation that began in 2020, and has included over 8,200 tons of material being diverted from a landfill, 757 tons of plastic and metal being recycled, new LED lighting in all finished spaces, new energy efficient mechanical systems with economizers for more fresh air, and reused and recycled materials used throughout the arena. Prior to the transformation, the arena transitioned to solar through partner APS in 2012; making it one of the first venues to take this step at the time.
“We believe our partnership with Footprint will put Phoenix on the map for a more sustainable future,” said Suns and Mercury chief revenue officer Dan Costello. “Taking this step will position the Valley at the forefront of the sustainability movement. A local effort to eliminate plastic and become carbon-neutral will set a standard for innovation that can spread through the city and scale throughout the sports and entertainment industry. Sustainable business is good business for our teams, the community and the environment.”
Besides having a positive impact on the Valley, this partnership will have global reach as Footprint will bring its consulting services and sustainability products and options to Real Mallorca’s stadium as well. The European Union banned single-use plastics starting July 3, 2021, which makes the adoption of new solutions an imperative.
About Footprint
Footprint provides sustainable solutions that eliminate single-use and short-term use plastics. Footprint uses material science and process engineering to design, develop and manufacture plant-based biodegradable, compostable, and recyclable products that are on par with plastic’s cost and performance. These solutions, digestible by the earth, keep harmful chemicals away from consumers and have directly already led to a redirection of 61 million pounds of plastic waste from the environment. Footprint is rapidly expanding into new categories with differentiated solutions for customers and has 2,430 U.S and foreign issued and pending patent claims. Customers include Conagra, Sweetgreen, Beyond Meat, as well as Fry’s and other national and international retail chains.
Footprint was founded in 2014 by former Intel engineers, Troy Swope and Yoke Chung. The company employs more than 1,500 employees, with operations in the U.S., Mexicali, Europe, and Asia. Footprint was named to the 2020 Fortune “Change the World” list, is a member of the World Economic Forum’s Global Innovators Community and was named a CNBC Disruptor 50 company in 2021.
For more information on Footprint’s sustainable solutions visit www.footprintus.com.
About Suns Legacy Partners
Led by Managing Partner Robert Sarver, Suns Legacy Partners, LLC operates the Phoenix Suns, Phoenix Mercury, and Footprint Center. The Suns are Arizona’s original professional sports franchise anchored by 2021 Coach of the Year Monty Williams, 2021 Executive of the Year general manager James Jones and a roster featuring future Hall of Famer Chris Paul and All-Star Devin Booker. The three-time WNBA Champion Phoenix Mercury are celebrating its 25th season led by 2020 Tokyo Olympic-bound trio of Diana Taurasi, Brittney Griner and Skylar Diggins-Smith. Footprint Center in the heart of downtown Phoenix, recently underwent a $245 million transformation, making it the preeminent destination for sports and entertainment in the southwest.
Originally published at: https://www.nba.com/suns/footprintcenter
USA Triathlon has announced MANSCAPED as its Official Men’s Grooming Partner through 2021. MANSCAPED is a California-based company that produces industry-leading men’s grooming products; such as electric trimmers, razors, and many other hygienic formulations. MANSCAPED is especially known for its high-profile sports sponsorships dedicated to celebrated athletic and global class teams across the globe.
MANSCAPED is dedicated to raising awareness about men’s health issues and cancer risk by highlighting the importance of self-screening as a means for early detection.
“We look forward to introducing MANSCAPED’s best-in-class grooming products, along with a heavy dose of entertainment value, to the USA Triathlon multipart community” said Victoria Brumfrield, USA Triathlon Chief of Staff and Chief Sport Development Officer.
MANSCAPED will offer an exclusive discount to USA Triathlon Annual Members. They will also create additional promotions — including a national commercial spot featuring elite USAT athletes. Additionally, MANSCAPED will serve as the presenting partner of The Power within Virtual Tri to Tokyo this summer. The Virtual Tri to Tokyo is scheduled to run from July 19 to September 12 with registration opening on June 23.
Joey Kovac, Senior Director of Marketing at MANSCAPED, said “We are completely honored to be able to support [USA Triathlon] with the return of sport’s biggest stage this summer.”
MANSCAPED is a charitable and health-motivated company. They provide discounts to members of the US Armed Forces, first responders, and healthcare workers. MANSCAPED thrives off of prioritizing men’s health, wellness, values, and hygiene. Their products will help enhance race day confidence and competition through a dedication to good hygiene and grooming. This partnership will be extremely beneficial to all members of the USA Triathlon organization.
The city of Orlando has renewed its partnership with Orlando Health, incorporating new features into the longest corporate partnership in the club’s history.
Alex Leitao, Orlando City’s CEO, said “we are thrilled to be able to continue our long-standing partnership with Orlando Health.”
The partnership between Orlando Health and Orlando City, which has persisted for many years, began when the team played in the United Soccer League, during which time Orlando Health served as the Lions and Pride kit sponsor.
This new agreement includes naming rights to the training facilities of both The Pride and The Lions. The Pride train at Sylvan Lake Park and The Lions train at Osceola Heritage Park; with The Lions’ facility including two extra large fields for the Orlando City academy.
Additionally, the updated agreement includes a Orlando Health’s longstanding medical partnership, continuing their position as the provider for every team.
The agreement also includes new community outreach initiatives targeted throughout Orlando. For instance, a “Winning Women” panel will feature Orlando Pride players and will promote women’s empowerment. On top of that, the teams will partner with Orlando Health Arnold Palmer Hospital for Children during Kick Childhood Cancer Month and Orlando Health Winnie Palmer Hospital for Women and Babies during Breast Cancer Awareness Month.
Andy Gardiner, senior VP of external affairs and community relations at Orlando Health, said “We’re excited to see what the future brings for our growing partnership!”
WEST PALM BEACH, FLA. (PRWEB) MAY 21, 2021
Major League Soccer and HotelPlanner, the world's largest group travel booking site, today announced a strategic partnership for the upcoming 2021 MexTour. As part of the partnership, HotelPlanner will become the Official Hotel Reservations Partner of the 2021 MexTour.
The Mexican National Team’s annual U.S. tour matches have become one of the most popular global events in the sport, preselling our every available seat for each match. Since 2002, the Mexican National Team has played over 85 matches and has used the live game experience not only to prepare for important competitions such as the FIFA World Cup and CONCACAF Gold Cup, but also reach their fervent fan base of supporters across North America.
The 2021 MexTour kicks off on May 29th as Mexico hosts Iceland at AT&T Stadium in Arlington, TX and is followed by a match against Honduras on June 12th at Mercedes-Benz Stadium in Atlanta. Mexico plays Panama on June 30th in Nissan Stadium in Nashville, TN, and the last match of the tour is Mexico vs Nigeria on July 3rd at Los Angeles Memorial Coliseum. The website where rooms are offered is here.
The health and safety of everyone attending upcoming games will be a top priority for all those involved in hosting this tour. All local stadium protocols, which are based on current public health recommendations, will be followed. These protocols will be in place to help fans feel confident, safe, and comfortable while in attendance. All fans will be required to wear masks unless actively eating or drinking. Fans will not be required to provide a negative COVID-19 test to attend events. Stadium capacity will be in line with local guidance.
HotelPlanner CEO and co-founder Tim Hentschel spoke about the campaign saying, "We are thrilled to partner with Soccer United Marketing to encourage fans to return to the stands for the MexTour 2021. Soccer is a unifying sport, and we hope through this partnership HotelPlanner will help bring fans together.”
“It is a true honor to be working with Soccer United Marketing. They are second to none when it comes to the production of world class soccer events in North America due in large part to the Mexican National Team and unrivaled fan support,” said Dan Etna, of Innovative Partnerships Group, the agency that connected Soccer United Marketing and HotelPlanner.
This year’s MexTour can be followed on social media using the hashtag #MexTour.
About HotelPlanner
HotelPlanner is a top seller of individual hotel bookings offering member rates, the world’s largest seller of online group hotel bookings, and a leading provider of custom hotel booking solutions.
The company offers the best deals in individual, group and corporate travel by combining advanced artificial intelligence and machine learning technology to quickly serve all traveler hotel needs from a single platform.
HotelPlanner has enduring partnerships with well-known hotel chains, individual hotels, the world’s largest OTAs, large online wedding providers, ancillary lodging providers, corporations, sports franchises, universities, and government agencies.
About Soccer United Marketing
Over the past 16 years, Soccer United Marketing (SUM), the commercial arm of Major League Soccer, has become the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the region’s most successful soccer entities. Currently, SUM holds the exclusive rights to Major League Soccer, the United States Soccer Federation, the Mexican National Team (for the United States market), and Concacaf Properties (Gold Cup™ and Concacaf Champions League). In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario. Other sponsors for this year’s event include Adidas, Allstate, AT&T, Bud Light, General Mills, The Home Depot, Nissan, Gran Centenario Tequila, and Wells Fargo.
About Innovative Partnerships Group
Los Angeles-based Innovative Partnerships Group is a leader in developing long-term, revenue-generating business relationships between global brands and high-profile sports and entertainment venues as well as other prestige properties. The company’s proprietary Partnership Intelligence™ system allows properties and brands to accurately assess the value of these deals and compare their impact to traditional media advertising. For more information, visit https://ipg360.com.
Originally Published at PRWeb
Originally published in Sports Business Journal.
Jeff Marks’ Innovative Partnerships Group has won an agency shootout to assist the Suns in selling title to the city-owned downtown Phoenix arena, per SBJ's Terry Lefton. The Suns own all their media rights, so the package could be reasonably customized. Sources said the team was going out with an asking price of around $9 million a year and seeking a minimum 10-year deal.
The venue opened in 1992 as America West Arena and has since had various nameplates, including US Airways Center, Talking Stick Resort Arena and PHX Arena. More recently, it's been called Phoenix Suns Arena, largely as a placeholder. The facility is undergoing a $230 million renovation, about 80% of which is completed, with the rest scheduled to be finished before the next NBA season.
Suns CRO Dan Costello said IPG's "ability to story tell" was key in the selection. "They really understood our vision,” he said. To date, that vision, supported by corporate sponsors PayPal and Verizon, has been one of positioning the arena as a tech hub, “showcasing innovation and serving the increasingly digital savvy fans,” Costello said. As a result of Arizona in April becoming the 26th state to legalize sports betting, the arena will reopen with a 6,300-square-foot sportsbook.
The Suns’ gaudy 51-win season, their best in more than a decade, should help sell the naming rights. Costello said it has already propelled the team to a league-leading number of new season tickets sold this year.
