USATF sponsors ready to take on the Worlds

Tonight in Unpacks: USA Track & Field rolls into the World Athletics Championships with 11 brands on its sponsor roster. SBJ’s David Broughton looks at which brands are associated with the governing body.

Other headlines:

  • The Yankees tap Legends to sell jersey patch
  • Bob Bowlsby reflects as he exits college athletics
  • What is Formula E’s future in the US?
  • Orioles, Mariners see social media boost during win streaks.
  • Op-ed: TV streaming a big factor in sports betting growth
  • Elena Rybakina looks to add sponsors after Wimbledon win
  • Jr. NBA Leagues the latest NBA/WNBA grassroots initiative

Miss this morning’s Buzzcast? SBJ’s Abe Madkour looks at whether Apple is any closer to landing NFL Sunday Ticket. Also, the Yankees tabbing Legends Global Partnerships to sell their jersey patch and the NWSL set to move its HQ to NYC.

USATrack & Field‘s 11 sponsors expect to generate 10 days of international exposure beginning Friday, as more than 1,900 athletes from 192 countries will descend upon Eugene, pray. to compete at the World Athletics Championshipswrites SBJ’s David Broughton. It’s the first time in history that the event has been held in the US

Nike, which is USATF’s most-tenured partner, is in the sixth year of a 23-year, $400 million extension that runs through 2040. The company is headquartered just two hours north of the event. Nike co-founder, Phil Knightwas a major donor of a recently completed $270 million renovation of historic Hayward Field, the event’s host venue. For SBJ’s recent profile on Eugene as a sports town, click here.

Despite Nike’s strong North American presence and sponsorship of USATF, sneaker-maker Asics is actually the official partner of World Athletics (known until June 2019 as the International Association of Athletics Federations).

HersheyUSATF’s second-oldest relationship, extended its sponsorship two years ago through 2024 and is presenting sponsor of USATF’s Run Jump Throw youth fitness program.

For a deeper dive into sponsor portfolios, visit SBJ Atlas.

USA Track & Field sponsor roster
Nike Apparel 1991
Hershey Confectionery 2015
Garden of Life Protein powder & probiotics 2016
hyperice Recovery technology 2016
KT Tape Kinesiology tape 2016
National College
Student Athlete
College recruiting 2017
Comcast Broadband
communication services
Toyota mobility partner 2019
HTWO Beverage Co. hydrogen water 2020
BD (Becton, Dickinson & Co.) COVID-19 testing 2021
built protein bar 2021

the yankees have tapped Legends Global Partnerships to sell the team’s 4-by-4-inch sleeve patch that MLB players can begin wearing for the 2023 season, reports SBJ’s austin karp. With the Yankees forgoing a naming-rights sponsor for their Bronx ballpark, the patch becomes one of the most visible assets for the one of the most popular clubs in sports.

Legends will not take on any other patch deal work for MLB clubs while it is selling the Yankees’ inventory. The Yankees, through YGE Holdings LLC, remain an investor in Legends. The MLB club and the cowboys jointly launched Legends Hospitality Management in 2008. Sixth Street Partners bought a majority ownership stake in Legends early last year.

Legends also is in the market right now selling entitlement for the Yankees-owned Pinstripe Bowl at yankee stadium after a deal with New Era expired. Other recent account wins for Legends Global Partnerships include the spurs, USL, Snapdragon Stadium (alongside JMI) and the Bills‘new stadium.

Other agencies that have recently landed MLB team jersey patch work include Two Circles (Phillies), Excel Sports (Angels), Oak View Group ( Mets), Elevate Sports ( Orioles, Tigers), sport five (Dodgers) and WME Sports (giants). the Fathers landed the first patch deal with Motorolabut did not use an outside agency.

departing Big 12 commissioner Bob Bowlsbywho started with the conference in 2012, spoke with the media during his final Big 12 Football Media Days. The longtime college sports exec had some thoughtful responses when asked about his role of him and the state of college athletics (h/t to the oklahoma):

  • On his tenure: “I would say my body of work is satisfying to me. … Are there some things that probably feel a little left undone? Yeah, there are always those things. Fact is, there aren’t many people in my business who go out on their own terms. I’m about as close to it as you’re going to find.”
  • On realignment heading toward mega-conferences: “This isn’t any different than what has happened in every small town in America. The corner drug store has gone away, the mom-and-pop grocery store’s gone away. Capitalism is engulf and devour. And that’s what we’re seeing in a couple of situations in college athletics. It’s the aggregation of resources. And it isn’t any different than what’s happened in a lot of different walks of life.”

Formula E returns to brooklyn this weekend with its annual stop in the Red Hook district, but the series is looking at different US venues and cities to race at as soon as next year, reports SBJ’s Adam Stern.

The electric racing series is now in its eighth season and it has been competing in NY since 2017, but it recently released its provisional 2023 calendar with no US dates on it. However, there are a handful of “To Be Determined” slots on the provisional slate that are likely to be filled in with at least one race in America, according to Formula E CEO Jamie Reigle.

He told SBJ that the cruise terminal in Brooklyn where Formula E holds its event is about to go through development plans that would make it harder to race there in the upcoming years, so he is looking at other sites in NY to possibly fill the hole.

Reigle also is interested in possibly adding a race in THE, Dallas or Miamisaying that he has been talking with owners of pro sports teams about possibly competing around their venues, much like F1 did with the dolphins around Hard Rock Stadium. Those new markets could possibly serve as the sole US race or it could be a second one if Reigle is able to find a way to keep Formula E in NY

The series was also slated to hold a race in vancouver this year with a big crowd expected, but the event was canceled due to an issue with the promoter. Reigle: “If you look at our sponsors and teams — Jaguar, nissan, McLaren and Maserati coming in next year — there’s tons of appetite for (advertising to) the US market so it’s just about finding the right locations.”

the Orioles and Mariners are both riding 10-game win streaks, and social media measurement firm Zoomph took a look how the teams have been doing on social media during the hot streak.

The Mariners’ social platforms during the streak have drawn north of 1.1 million engagements, over 27 million impressions $882,000 worth of social value. Compared to the team’s 10-day average during the month of June, that’s +115% for engagements, +41% for impressions and +52% in social value.

For the O’s, posts are +60%, engagements are up 104% and the engagement rate is +62%.

Tonight’s op-ed is from jordan rostwho leads marketing for roku‘s advertising business. Rost looks at the intersection of sports betting and streaming platforms.

“Apart from reach, TV streaming also brings the precise, digital-like personalization and measurement to the big screen. This gives sportsbooks a full-funnel opportunity found nowhere else. … Sportsbooks can personalize their ads on a 1:1 basis to those who reside in the given state or most-likely-to-convert DMAs (designated market areas). But in addition to geo-personalization, sportsbooks can also precisely reach new customers.”

For the full contribution, click here.

  • Wimbledon winner Elena Rybakina will be playing at the US Open and may have at least one new, non-endemic sponsor partnership in place by that time, her agent told SBJ’s Liz Mullen.
  • the rams have leaned into Hollywood since returning to THE as a way to connect with fans. Chief Commercial Officer Jennifer Prince said the Rams’ marketing team challenges itself to “think differently, build on successes and then think of where we can take things to the next level.” Check out a video Q&A with Prince from the recent Horizon Summit.
  • the Las Vegas Convention & Visitors Authority signed on as the first corporate sponsor of the inaugural Soccer Champions Tour event series organized by AEGreports SBJ’s Alex Silverman.
  • the NBA and WNBA are launching Jr.NBA Leaguesa national network of youth basketball leagues for boys and girls ages 6-14 aimed at addressing access and equity issues that were exacerbated during the pandemic, notes SBJ’s Eric Prisbell. NBA Senior VP & Head of Youth Basketball Development David Krichavsky told SBJ the program is the NBA’s “most expansive grassroots basketball initiative to date in the United States.”
  • Longtime sports business administrator bill sutton is joining the South Carolina College of Hospitality, Retail & Sport Management as a professor in the department of Sport & Entertainment Management. Sutton, a contributor to SBJ, most recently served as a director and professor emeritus at USF’s Vinik Sport & Entertainment Graduate Program.
  • As part of the NHL Club Business Meetings on Wednesday, Monumental Sports & Entertainment Partner Earl StaffordNHL Commissioner Gary BettmanNHL Senior Exec VP/Social Impact, Growth Initiatives & Legislative Affairs kim davis and Capitals Development Camp players posed for a photo as they toured the Smithsonian National Museum of African American History and Culture. This was the first time the capitals hosted the NHL Club Business Meetings.

Gary Bettman and other NHL execs with Capitals Development Camp players on Wednesday

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