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REPLAY
A few of the latest sponsorship campaigns from the last month
Intel collaborate with Serena
Expectant mum Serena Williams has
teamed up with Intel in their latest
campaign. Thus supplying further
evidence of the increasingly blurred lines
between popular culture and sport, as
glaringly evident in this collaboration.
Multiple Grand Slam champion, Williams
teams up with music producer, Metro
Boomin (no, we have never heard of him
either…). While it at first seems like a
slightly awkward encounter between the
two stars, it allows Intel to capture an
innovative relationship between the two
mediums. The development and
manipulation of the sounds of Serena
playing tennis provides Metro Boomin
with a base to create a unique, yet
surprisingly satisfying beat, of course
produced by his Intel computer.
Parkrun’s appeal grows
Parkrun have continued in their push
for signing commercial partners. This
time, we see Leeds Building Society
joining the ever growing list of
sponsors for the event.
The appeal of Parkrun’s community
engagement across the UK is proving
an exciting platform for brands
looking to engage within a mass
participation event. The free to enter
running event relies largely on
funding from sponsors to ensure it’s
longevity; providing brands with a
platform to the competing general
public. A seemingly exciting prospect!
This announcement comes in the wake
of Vitality signing up as Parkrun’s
title partner back in February.
Beats sign UFC star McGregor
UFC star Conor McGregor has joined a
long list of sporting royalty by becoming
an official Beats by Dre athlete.
Already working with a plethora of
sponsors including Reebok, Bud Light
and Monster, McGregor is becoming
increasingly commercially appealing for
brands. Not to mention his following on
all social media platforms.
The hotly anticipated announcement of a
fight with boxing superstar Floyd
Mayweather seems imminent. Should this
be announced, McGregor’s reputation
will be sent into orbit and surely attract
further brand partnership opportunities.
McGregor announced the partnership
through Facebook and Instagram.
Nitto ATP Tennis Finals
The ATP (Association of Tennis
Professionals) has announced a new title
partner in Nitto Denko, a Japanese
innovation company. Following Barclays
departure as title sponsor last year, this
agreement will ensure the season ending
tournament stays in London until at least
2020.
The Nitto ATP Finals welcomes more than
250,000 fans to The O2 arena each year, as
well as generating a global TV viewership
of more than 100 million, as the ATP’s best
eight singles players and doubles teams
compete over eight days for the biggest
indoor tennis tournament in the world.
This year the tournament will be held from
12 to 19 November.