- When the FIFA World Cup kicks off later this month, it’ll bring with it an unprecedented sponsorship blitz, even if marketers had some trouble getting their minds around the scope of this event.
- The legacy of the 1994 World Cup in the U.S. is one of laying the groundwork for soccer’s growth, building up youth leagues and the 1996 launch of MLS. My Insiders column this week looks at the legacy stakeholders are seeking for this summer’s World Cup.
- USA Cycling added luxury watchmaker Jack Mason as a sponsor in February, and it will make its debut activation in a big way with a nearly 4-foot tall replica watch that can display race times atop a car going approximately 50 mph, writes SBJ’s Rachel Axon.
- A National Research Group study of 12,500 sports fans on the “ecosystem of engagement” found that overall fandom “still tends to be driven by teams rather than players,” although fandoms among younger audiences are “more athlete-driven,” reports SBJ’s David Broughton.
- The NBA’s creative promo for Game 1 of the Finals dropped Wednesday with what the league is calling its new “signature audio identity” — original scores from Emmy Award winning composer Nicholas Britell and narration from Grammy Award-winning rapper Nas, notes SBJ’s Tom Friend.
- UFC inked digital financial services company Exodus as its “official payments partner,” and it is one of the new brands signing on for the Freedom 250 card at the White House, writes SBJ’s Adam Stern.
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