Marketing and Sponsorship

Marketplace Roundup

Oofos and U.S. Ski & Snowboard reached a two-year strategic partnership ahead of the Beijing Games, naming Oofos the official recovery footwear supplier for the team for '22 and '23. The brand will supply athletes and staff with recovery footwear, including presence at domestic World Cup events and product showcases. In addition to the NGB partnership, Oofos added U.S. aerial freestyle skier Ashley Caldwell to its roster of brand ambassadors. Caldwell will be featured in Oofos’ mOOvers campaign alongside the likes of former NFLer Alex Smith and South Carolina women's basketball coach Dawn Staley (Oofos).

MONSTER JAM: Monster Energy is back with the Big3 for "another year as an official sponsor" for the upcoming '22 season. The deal last year featured "in-game activations that included everything from BMX riders, breakdancers, and multiple ad spots." Terms of the deal were not disclosed. Last year, Monster Energy was "branded on and off the court." One of the "more notable activations was the league’s broadcast partners highlighting a 'Monster' moment on their broadcasts and social channels" (, 1/25).

BEST FOOT FORWARD: UFC President Dana White and Dwayne "The Rock" Johnson touted their new deal making Johnson’s Project Rock the UFC’s global footwear partner. Johnson: “It’s incredible exposure for the brand, Project Rock. … Thank you, Dana. I appreciate it, brother. It was a great idea.” White: “We've been friends for a long time, and I've always been waiting for the opportunity to do something with him. ... Everything he touches turns to gold, and I saw this opportunity. I reached out, and it's the perfect fit for both of us right now” (“UFC Live,” ABC, 1/22).

SBJ Morning Buzzcast: July 7, 2022

Talking points from Sun Valley; Pac-12 retains Sports Media Advisors; Oak View Group to sell Top Golf national sponsorships and Rapino remains influential with new deal at Live Nation

SBJ Unpacks: LIV Golf tees off in Portland

Ahead of the PGA Tour’s John Deere Classic in Illinois and LIV Golf Invitational Portland, SBJ’s Josh Carpenter, and David Rumsey spoke with Sports Illustrated's Bob Harig and Brendan Porath of The Fried Egg to discuss the current state of golf.

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

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