Marketing and Sponsorship

Cosmetics Brand Nivea Sponsors Brazilian Streamer Gaules

Esports / Friday, July 23, 2021
Popular Brazilian streamer and Counter-Strike: Global Offensive (CS:GO) star Alexandre “Gaules” Borba closed a partnership deal and sponsorship contract with the cosmetics brand NIVEA. Under the terms of the deal, He will mainly be promoting the “NIVEA MEN DEEP” campaign, with products dedicated to a male...

Red Bull expands Valorant esports sponsorship to EMEA

Esports / Friday, July 23, 2021
Riot Games EMEA announced Friday that Red Bull will sponsor its segment of the Valorant Champions Tour for 2021, expanding the company's presence within the rising esport. The Red Bull brand will be featured in the VCT EMEA Challengers Stage 3, Playoffs, and Last Chance Qualifier...

Watford unveils shirt deal with Stake.com crypto

Global / Friday, July 23, 2021
English soccer club Watford, which has been promoted to the EPL for the '21-22 season, signed a multi-year shirt deal with crypto casino and sports betting platform Stake.com. The deal, paid for in cryptocurrency, joins together one of the "fastest growing cryptocurrency brands" with a club "looking...

Mayfield, Mahomes part of new efforts for long-running ad campaigns

Daily / Friday, July 23, 2021
Browns QB Baker Mayfield and singer Alice Cooper make up an “unlikely pairing” in a new set of commercials for Progressive, according to Tom Withers of the AP. The new effort, which will run around the upcoming NFL season, depicts Mayfield and Cooper as neighbors. The “At Home With...

100 Thieves names Lexus official luxury automotive partner

Esports / Friday, July 23, 2021
Lifestyle brand and gaming organization 100 Thieves has announced a partnership deal with Lexus, making it the company’s official luxury automotive partner. As part of the deal, the 100 Thieves Content House (a house in Los Angeles where multiple 100 Thieves-affiliated content creators live and produce...

College QBs land NFT deals with Candy Digital

Morning Buzz / Friday, July 23, 2021
Four of college football’s top QBs -- North Carolina’s Sam Howell , Clemson’s D.J. Uiagalelei , Georgia’s JT Daniels and Cincinnati’s Desmond Ridder -- this morning became the latest athletes to pursue NFTs since NIL laws went into effect on July...

Gen.G, PUMA expand partnership

Esports / Friday, July 23, 2021
Global esports organization Gen.G and global sportswear brand PUMA announced Friday a worldwide expansion of their existing partnership; they signed a multi-year partnership deal in June.  Financial terms of this expanded partnership was not disclosed. ...

UNC, Clemson QBs sign NIL deals with Bojangles

Daily / Friday, July 23, 2021
North Carolina QB Sam Howell and Clemson QB D.J. Uiagalelei are the "first college athletes to partner with Bojangles," in one of the "most high-profile endorsements" of the NIL era, according to David Hale of ESPN.com. Both players will "utilize their social media feeds to promote the brand," along...

Domino’s delivers to NBA, NHL audiences

SBJ Newsletters / Friday, July 23, 2021
Domino’s was indeed working overtime during the recently concluded NBA Finals and Stanley Cup Final , per an SBJ Atlas analysis of AdImpact data focused on ad spending. The fast-food chain was the top spender in both...

Olympic Marketing Notes

Daily / Thursday, July 22, 2021
AD AGE’s Ann-Christine Diaz notes Uber will make its Olympics advertising debut during the Opening Ceremony in a spot that “features people from all walks of life, including athletes such as skateboarding legend Tony Hawk.” The ad shows them “embracing the world with the help of the...