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By the time hockey season starts this fall, Erie, Pennsylvania, will have two new NHL-sized ice rinks and eight full-sized locker rooms, including dedicated locker rooms for women and referees. That’s in addition to a basketball and volleyball gym with four resurfaced courts, two indoor turf fields under a dome and eight upgraded outdoor grass […]
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New stops launch overseas, a former NFL star tees it up in Latin America and a longstanding event finds a new home. These are just a few of the noteworthy developments taking place on the PGA Tour this season. The LPGA, meanwhile, is enjoying global success and a booming youth movement, and is gearing up […]
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American fans of the Premier League, Bundesliga, La Liga and other international soccer leagues are familiar with the ubiquitous sponsor names splashed across players’ jerseys. The shirts worn by players in the 20 Premier League teams alone are worth an estimated $381 million in sponsorship money. While it has yet to become a widespread trend […]
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Cheese curls and tiny hamburgers may not sound like the most natural sponsors for a national governing body of an Olympic sport. But when you’re an NGB with a relatively low national profile, sponsorship money is key. And the quirks of two sports have recently produced clever deals that have their NGBs excited about the […]
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Sports sponsorship is evolving, and brands looking to reach deals with sports organizations and events have to think about the future. Here are six trends to watch, according to Doug Hall, senior vice-president of market research firm MKTG Sports & Entertainment, which recently published a study on how fans relate to sponsors. 1. Growing use of […]
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The NBA G League may be pointing the way to the future of the multibillion-dollar sports sponsorship business. The NBA announced in 2017 that it was renaming its development league, formerly known as the D League, after signing Gatorade as the naming sponsor. Putting the brand identity in the name of the league was innovative […]
Continue ReadingWith the 2018 Olympic and Paralympic Winter Games in Pyeongchang, South Korea, soon to be in the rear-view mirror, attention will next turn to bidding for the 2026 Winter Games. Leaders in Utah, Denver and Reno–Tahoe have all expressed interest should the United States pursue a bid. Complicating matters, though, was the recent award of […]
Continue ReadingThe first Olympic and Paralympic Winter Games to be held in South Korea will certainly have a different feel than other recent Games. For the first time in 20 years, there will be no active NHL players competing. For the first time since 1952, there will not be an official team from Russia, thanks to […]
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Venues have been improving their technology infrastructure for years to enhance the fan experience. But what about using technology to get fans to and from the event itself? That’s what Waze’s Global Event Partners program is attempting to do. Waze, the traffic and navigation app, recently signed its 100th venue partner—the Tacoma Dome in Tacoma, […]
Continue ReadingIn e-sports, the games have names like Dota 2, League of Legends and Counter-Strike. The teams are called Evil Geniuses, Team Liquid, Digital Chaos and more. And instead of balls, cleats and helmets, the tools of the trade are computer, keyboard, headset and controller. Most important, the world of e-sports has what all sports fans […]
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