Outside of the farcical ghost-runner rule, I applaud MLB's efforts to accelerate pace of play. A rhetorical query for Opening Day: Does all that time saved by the pitch clock (some estimates are as high as 25 minutes per game) mean those lofty exposure valuations for MLB ad patches must now be recalibrated?
Words of wisdom
"You have to inject yourself with a little fantasy every day in order not to die of reality." -- Ray Bradbury
Paul Asencio departing UFC, taking role as CRO for Williams F1 team
If you needed further confirmation of F1’s continuing ascendancy in the U.S. sporting landscape, consider this: Industry sources tell me that UFC sponsorship chief Paul Asencio is leaving the MMA circuit after 5 ½ years to become CRO of the Williams Racing F1 team, starting next month.
During the last five years -- all record revenue years for UFC -- global sponsorship revenue more than tripled.
With Asensio’s departure, VP/Global Partnerships Grant Norris-Jones moves up to head sponsorship sales at UFC as SVP/global partnerships. Asencio could not be reached from comment. A marketing source at another F1 team confirmed the move, while a UFC spokesman would not comment.
His move comes with F1 reaching unprecedented heights of popularity in the U.S. -- and with the Williams team now featuring 22-year-old American driver Logan Sargeant in one of the seats for the U.K.-based team. Sargeant is the first U.S. driver in F1 since 2016. Anheuser-Busch InBev last month also announced Michelob Ultra would make its F1 foray as the official North American beer sponsor of Williams Racing.
NBA becomes latest league to tap Chinese brand for TV category
Consumer electronics brand Hisense is the NBA’s newest corporate sponsor. The China-based company gets designation as the league’s official TV and home appliance sponsor, with a broad category definition that also includes air conditioners and kitchen appliances like refrigerators, ranges and microwaves.
The rights are limited to North America.
Hisense is supporting the deal with sponsorship of a weekly content series on NBA social channels. The brand will also make NBA League Pass accessible on its TVs in North America beginning next season. Further activation is expected during the NBA Playoffs.
Hisense was a global sponsor of the FIFA World Cup last year and previously sponsored the U.S. men's and women's national soccer teams, along with Joe Gibbs Racing and the Charlotte Motor Speedway.
The addition of Hisense means both the NBA and the NFL (TCL) have Chinese brands with sponsorship rights in the TV category.
Cavs use Brooklyn doubleheader as chance to hold East Coast sponsor summit
Faced with the scheduling anomaly of two games in three days at Brooklyn’s Barclays Center last week, the Cavaliers used it as a reason to hold the team's first East Coast sponsor summit -- more than 400 miles from the team’s home at Rocket Mortgage FieldHouse in Cleveland.
More than 80 guests, including agency types and sponsors joined on- and off-court team execs for an event at Brooklyn’s Ace Hotel. Speakers included NBA Deputy Commissioner Mark Tatum, longtime broadcaster Kenny Mayne and various sponsorship and agency execs.
"With so many partners either based in New York or having regional business flow through New York, it felt great to bring the show to them," said Cavs SVP/Global Partnerships Matt O’Brien.
Speed reads
- Wieden+Kennedy has worked up a trio of ad spots for MLB, and the initial work from baseball’s new creative agency are debuting ahead of Opening Day.
- The Marlins have found their first jersey patch sponsor in Boca Raton-based security company ADT, reports SBJ's Erik Bacharach.
- St. Louis-based investment bank and wealth management firm Stifel expanded its relationship with U.S. Ski & Snowboard to be the official naming rights sponsor of all ski teams, reports SBJ's Chris Smith.
- CSM will be the official sponsorship development agency for the Professional Tennis Players Association and its for-profit arm, Winners Alliance, reports SBJ's Bret McCormick.
- The Army is "working to quickly pull together some new recruiting ads to air during the NCAA's Final Four basketball games this weekend, after being forced to yank commercials that featured actor Jonathan Majors, in the wake of his arrest last Saturday," notes the AP.
- Counting on the broad and diverse appeal of Minor League Baseball to burnish its brand, Wyndham Hotels has signed a three-year sponsorship with the governing body of baseball's farm system, making it that property’s official hotel and hotel loyalty program.
- Sugarlands Distilling is building on its deal with the Red Sox by introducing Moon Shot Iced Tea, a 40-proof concoction that has the Sox logo on the can, reports SBJ's David Bourne. It will be sold at retailers throughout the Northeast and at Fenway Park.
- Since Cynthia Marshall took over as CEO of the Mavericks five years ago, business metrics have soared, with sponsorships up 111%, reports my colleague Bill King.
- The Women's Sports Network signed a deal with Michelob Ultra, and with branding planned for the OTT platform's Game On shows, reports SBJ's Tom Friend.