Following some big deals, here are some agency markers in need of notoriety. Clients never seem to want to share the credit, but we will.
Genesco Sports Enterprises is “relishing” the work on the recent Kraft Heinz NFL sponsorship within the suddenly dynamic condiments category, which also saw a recent K-H deal across more than 50 OVG venues (that deal fashioned by OVG, naturally). For those of you scoring at home that’s either 10 or 11 NFL sponsor clients for Genesco, depending on whether you count Pepsi and Frito-Lay as one or two clients.
Pharma marketer’s AbbVie’s leaguewide MLB expansion of its Cubs “Striking Out Cancer” platform from last season was engineered by Revolution. The deal includes an MLB “official pharma” designation.
And it was Ari Mark at OVG Global Partnerships leading the effort on Zillow’s new sponsorship deal with MLB, which includes Little League Baseball rights. It’s the league’s first deal in that category since the end of the 2006 season, when Century 21 departed after seven years.
“Real estate is hyper local and baseball is similar,” said Zillow VP Brand and Product Marketing Beverly Jackson. As for KPIs on Zillow’s first leaguewide sponsorship? “We’ll be looking at how many of our local agents and brokers are involved in activating,” she said. “And we’ll be tracking whether we’re reaching the target audience of home buyers with the proper amount of reach and engagement.”
