PepsiCo reached a multiyear extension of its North American partnership with the National Hockey League and the National Hockey League Players’ Association that will bring their relationship past the 20-year mark. The company will retain exclusive NHL and NHLPA North American rights in the carbonated soft drinks, energy drinks, savory snack food and water categories…
Food delivery has become one of the rituals for Super Bowl viewers with 59% of U.S. households likely to order food during the Big Game, according to virtual restaurant solution Nextbite. And pizza is king of the food categories as the most ordered cuisine (93%). Looking to take more slices out of the American pie…
Major League Soccer became the first major U.S. sports league to fully bet on streaming. Apple and MLS struck a 10-year streaming rights deal beginning in 2023, and the Apple TV app will be the exclusive home of every live MLS match without any local broadcast blackouts or restrictions. The new MLS streaming service will…
The National Hockey League is using augmented reality to help fans hoist its iconic Stanley Cup trophy. Hockey fans can go here to access a digital replica of the Stanley Cup via desktop, mobile and tablet, letting them explore all of the details on the trophy, including every team and player who has won and…
As the All England Lawn Tennis Club (AELTC) celebrates one-hundred years at Centre Court, there’s no time like the present to reflect on some of the iconic moments the organization has seen on the field. For the AELTC, the best way to acknowledge the past is to keep your feet planted firmly in the future….
Fanatics Collectibles has established a wide reach in the sports trading card market over the past year and continues to grow, mainly through sports licensing deals. The trading cards and collectibles division of Fanatics is entering the college sports trading card market through its subsidiary Topps with a new basketball and football product line coming…
Hockey marketing can be like a new pair of skates or a fresh set of goalie pads: It requires time and effort to break in. Back in pre-pandemic 2019, the New York Rangers were coming off two straight losing seasons without a National Hockey League playoff appearance. Their future Hall of Fame goaltender, Henrik Lundqvist,…
As the Boston Celtics hope to capture their 18th championship in franchise history in this year’s NBA Finals, small businesses will be at the heart of the team’s story thanks to a multi-year partnership with jersey patch sponsor Vistaprint. The marketing connection between the Celtics and Vista–the parent brand of Vistaprint, rebranded after the acquisition…
The NHL Stick Tap for Service program, from Navy Federal Credit Union and the National Hockey League, returned for its fourth year and brought in more than 1,000 nominations. The initiative recognizes the incredible contributions of hockey fans and military members, and the four finalists were revealed on TNT’s broadcast of game two of the…
Hotels close to St. George’s Golf and Country Club in Toronto fill up during the RBC Canadian Open, which runs from June 6-12 this year. Hilton and FUSE Create conceptualized the closest accommodations of all: a one bedroom pop-up hotel located on the course’s third hole. “Hilton strives to create authentic, one-of-kind experiences that showcase…
The sound of excitement and celebration is rarely a quiet one but it is spontaneous–an insight a campaign from horse betting brand PMU conveys, led by World Cup-winning French soccer international striker and its brand ambassador Antoine Griezmann. The ad campaign, titled “Noise,” highlights that half a million winning bets are made through the company…
Twitter teamed up with the National Basketball Association to bring sports fans closer to the action of the NBA Finals, which tip off Thursday night as the Boston Celtics visit the Golden State Warriors. Rachel DeMita hosted Twitter Spaces on media days leading up to the series, joined by a rotating set of writers and…
A tide of sound buoys college softball. The background of its tournaments consists of a steady stream of chants, songs and other vocal reassurance from the hitting team’s dugout. And brands don’t even have to ask to be included in the fun. Every so often, an ESPN mic catches a team chanting “We don’t drink…
Disney Advertising Sales is kicking off the 50th anniversary of Title IX with its sweeping Fifty/50 initiative, signing on Champion, Gatorade and Google as sponsors. Title IX, signed into law in June 1972 as part of the Education Amendments, is a federal law that prohibits discrimination on the basis of sex in any education program…
How do you turn a collegiate summer baseball team with 24 home games a year into a 365-day multiplatform brand? Putting a marketing agency in charge doesn’t hurt. When the Portland Pickles were sold in 2017 after just two years in existence, the headlines generally featured new co-owner and former Seattle Seahawks punter Jon Ryan….
Ahead of the Stanley Cup Final on June 30, the NHL has experienced its highest viewership since the 2016/2017 season. Going into the postseason tournament is always at least a little emotional, but the NHL is leaving its 2021/2022 season with the assurance of more great moments to come. Created in partnership with Highdive, the…
With the puck about to drop on the National Hockey League Conference Finals, the league brought back its #StanleyTweets initiative on Twitter. Hockey fans can tweet about what winning a Stanley Cup would mean to them, via the @StanleyCup account through the end of the Stanley Cup Final, using the #StanleyTweets hashtag. 52 tweets will…
Genesis Motors Canada, Hyundai Auto Canada, the National Hockey League and the National Hockey League Players’ Association hit the gas Wednesday on a multiyear partnership. Under terms of the pact, Hyundai becomes the official automotive partner of the NHL and NHLPA in Canada, and Genesis becomes the NHL’s and NHLPA’s official luxury automotive partner in…
Tom Brady was retired for less time than it took Hertz to create ads making fun of that retirement. The three-time National Football League MVP, five-time Super Bowl MVP and seven-time World Champion announced his retirement on Feb. 1–only to say on March 13 that he’d return as the Tampa Bay Buccaneers’ quarterback. Roughly two…
For fans in the U.S. who haven’t been watching–and recent trends indicate that’s a lot of you–it’s been a particularly exciting postseason for the National Hockey League. Five of the NHL’s eight first-round playoff series went to Game 7. Four of those Game 7s were decided by one-goal wins. Six of the eight teams that…
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