Sponsorship Snacks

Week 10

Introduction

Today is another global climate strike across the globe. One of the saddest symbols that the climate crisis is in fact real are icebergs. For example, the American Sperry Glacier has shrunk from more than 800 acres (320 hectares) to 300 acres (120 hectares).

To raise awareness about the melting ice, we challenge you to draw an iceberg that actually floats using your computer. It is not as easy as it sounds.

Try it here.

News

NBA signs sweet Deal with Oreo

• Do you remember when you could collect sport goods in chocolate or candy? — Well, throwbacks are being more and more popular in 2021 and giving a second life to music and sports. The confectionary giant Mondelēz has signed a multi-year deal with the NBA. The partnership includes product development and promotion for the NBA, WNBA, G-League, 2k League, and USA Basketball (Source).
• Oreo will launch a limited NBA edition that features the logos of the Boston Celtics and Chicago Bulls. Fans will also have the chance to win a trip to the next NBA All-Star Game when buying the cookie. This partnership enables Oreo to gain access to the NBA fans worldwide…young and old… Parents, watch out, your children are going to ask for NBA Oreos soon!
• Oreo is looking to enlarge its brand portfolio but for the NBA these are great news too since they get the chance to put their logos in front of a new generation of young basketball fans around the world. Oreo has been historically strong in America and looks to increase their global influence.
• Our data analysis reveals that GenZ and GenY basketball fans outside the US consume more candies than their American counterparts. The difference is biggest in GenZ fans. 17% of GenZ basketball fans in America consume candies, while globally its 26% of GenZ ball fans (ASI).

F1 order has been delivered

• F1 is finally relevant again. Last weekend the pre-season testing was held in Bahrein and on Friday 19th March season three of their Netflix series “Drive to Survive” launches (Source).
• The German delivery company DHL will make sure that the season runs smoothly. Two months ago, F1 published a video about the logistics during the pandemic on their YouTube channel that went viral. Recently, F1 and DHL agreed to a new multi-year extension to transport race cars and equipment, and DHL will increase its trackside branding.
• Also, DHL will further extend its involvement in the F1 Esport Series, which has featured F1 driver George Russell and Real Madrid goalkeeper Thibaut Courtois.
• For DHL, this is an opportunity to showcase their expertise around logistics to a global audience. As we outlined in our snacks two weeks ago, DHL is looking to increase their B2B business and attract new consumers. Consequently, it makes sense for them to double down on the F1. We believe this is a win-win for both parties!

LA28 focuses on Paralympics

• While the excitement for the Olympic Games in Tokyo this summer is rising, other host cities are already busy preparing for the next Games. LA28 has just signed its second founding partner Comcast. The NBC parent will also supply Team USA with internet, video distribution, and electronic home security for the coming summer and winter Olympics (Source). It’s oficially a trend: Sponsors are looking to go beyond the investment and solve practical problems.
• The sponsorship allows Comcast to reach out to more Americans for their internet and other articles besides television because some people might not be aware of these services. After signing Delta Air last year, LA28 continues to connect people physically and virtually.
• Comcast will work with the local organizing committee ‘to drive lasting social change and build a more equitable and inclusive society’ — both partners want to promote the Paralympics. Historically, they have had an underwhelming viewership, but there could be a greater potential for sponsors this time around. By promoting the inclusiveness and diversity of the Paralympics, brands can connect themselves with these values. It is a perfect example of a positive meaning transfer effect.
• Plus, people often forget that the Paralympics are just as exciting as the real ones. If activated correctly, the partnership can offer a profitable price-performance ratio.
• Our data confirms that social awareness has become an important topic for societies across the world. 45.3% of Americans who are fans of the Olympic Games are socially aware. That’s more than 5% above the global average. Adressing social problems has become a necessity, not a commodity for sponsors.

Betway maintains presence in eSport

• The eSport market is on track to surpass $1.5B by 2023. ESports has become an ever-growing segment of sport and playground for sponsorships. Betway, the sports betting operator renewed its partnership with the eSport organization Berlin International Gaming (BIG). BIG signed the first deal with Betway in 2019 and the betting operator has become an increasingly prominent company in the eSport world, with its team winning several tournaments.
• The partnership will focus on sports betting within eSports, a growing industry itself. The interest for betting of GenZ eSports fans has risen nearly 5% in 2020. While betting sponsorships continue to divide the sport community, Betway wants to use the partnership to promote “responsible gambling.”

Benfica wants to rename their stadium — What do their fans say?

• The Lisbon-located club Benfica is looking to sell naming rights for their stadium Estadio da Luz and their youth academy to WME sports (Source). The stadium that was the venue of the final 4 tournaments of the Champions League last summer, has never had a naming right partner since opening in 2003. In return, Benfica will receive valuation, data, and insights powered by Endeavor Analytics and is therefore looking to expand to global sponsors.
• WME sports wants to connect with millions of football fans, but also with six million tourists visiting Portugal’s capital each year. Benfica fans might oppose the decision because of the rich history of the stadium. However, fans might accept the new name if the money helps to attract, and retain players, or lowers the ticket price for games.

The new era of Table Tennis is coming

• Stop thinking Table Tennis is only a vacation sport. A new era of table tennis has begun. The International Table Tennis Federation’s new commercial entity World Table Tennis (WTT) was established in November 2019.
• ‘New era?’
  Yes, table tennis has entered a new era with a revamped event structure and new streaming possibilities (YouTube & website with commentators). Table tennis (not ping pong, that is what you play in camping) attracts new brands like the insurance company ARAG, to sponsorships.
• Sport equipment supplier Shanghai Double Happiness (DHS) has been named as the first-ever global partner. DHS has supported Table Tennis for over 50 years now (Source). This sponsorship is a sign that they are ready to take the sport to the next level. Their long-lasting partnership makes the relationship fit authentic and relatable, one of the biggest advantages any sponsor can have in today’s day and age.
• Big sponsors will likely jump on the bandwagon soon. In November, it was announced that Coca-Cola will be the official beverage partner of events in China, and we expect other brands to follow their lead. As China remains the key player in table tennis in and off the arenas, these strategic deals enable the WTT to solidify its position in the Asian market

For more expert insights into sponsorship data & analytics visit us on Advanced Sponsorship Insights.