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NEWS REAL

• Stating that “we are continually seeking opportunities to evolve our product offerings,’ Kohl’s has signed an exclusive long-term alliance with Fanatics, a global leader in licensed sports merchandise. Kohl’s said that the addition of “hundreds of thousands of items across team apparel, jerseys and additional merchandise categories will give Kohl’s customers access to a deeper selection of products.” Full story here.

• Maria Sharapova has withdrawn from the Grand Slam at French Open, citing her shoulder injury and recovery.

• Earvin “Magic” Johnson and Larry Bird will be the co-recipients of the NBA Lifetime Achievement Award, to be honored during the NBA Awards on June 24 (TNT).

• The American Gaming Assn. has released a new set of self-regulations on advertising and marketing legal sports betting, the “Responsible Marketing Code for Sports Wagering. “The new code includes self-imposed restrictions on target audiences, outlets and materials branding, while mandating responsible gaming inclusion.” Full story here.

• Pete Frates and Pat Quinn, co-founders of ALS Ice Bucket Challenge, have launched with The ALS Assn. the 5th anniversary of “Challenge Me” with a “new call to action to reignite the passion and generosity of the millions of people who dumped ice water on their heads in the summer of 2014.” 

POLL POSITION

U.S. Women’s National Team head coach Jill Ellis has named the 23 players who will represent the U.S. in France and seek to defend their FIFA Women’s World Cup crown (July 7-Aug.7).

GOALKEEPERS

Adrianna Franch* (Portland Thorns FC), Ashlyn Harris** (Orlando Pride), Alyssa Naeher** (Chicago Red Stars)
DEFENDERS
Abby Dahlkemper* (NC Courage), Tierna Davidson* (Chicago Red Stars), Crystal Dunn* (NC Courage), Ali Krieger*** (Orlando Pride), Kelley O’Hara*** (Utah Royals FC), Becky Sauerbrunn*** (Utah Royals FC), Emily Sonnett* (Portland Thorns FC)
MIDFIELDERS
Morgan Brian** (Chicago Red Stars), Julie Ertz** (Chicago Red Stars), Lindsey Horan* (Portland Thorns FC), Rose Lavelle* (Washington Spirit), Allie Long* (Reign FC), Samantha Mewis* (NC Courage)
FORWARDS
Tobin Heath*** (Portland Thorns FC), Carli Lloyd**** (Sky Blue FC), Jessica McDonald* (NC Courage), Alex Morgan*** (Orlando Pride), Christen Press** (Utah Royals FC), Mallory Pugh* (Washington Spirit), Megan Rapinoe*** (Reign FC)
* First Women’s World Cup
** Second Women’s World Cup
*** Third Women’s World Cup
**** Fourth Women’s World Cup

KEEPING SCORE

Results from NBA Draft Lottery 2019 presented by State Farm — aka the Zion Williamson Lottery:
1. New Orleans  
2. Memphis        
3. New York        
4.Los Angeles Lakers     
5. Cleveland
6. Phoenix          
7. Chicago
8. Atlanta
 9. Washington
10. Atlanta (from Dallas)
11. Minnesota
12. Charlotte        
13.  Miami
14.  Boston (from Sacramento via Philadelphia)

BUY SELL

Weekend Box Office May 17-19
1. John Wick 3 $57M
2. Avengers: Endgame $29.4M
3. Pokemon Detective Pikachu $24.8M
4. A Dog’s Journey $8M
5. The Hustle $6M
6. The Intruder $4M
7. Long Shot $3.4M
8,. The Sun Is Also A Star $2.6M
9. Poms $2M
10. Uglydolls $1.6M
Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

NBA Finals: Legends Rise See More Ads Below

 

COLLEGE

BodyArmor Into NCAA
No. 1 Colleges Since '92
Notre Dame Builds Brand
Cancer Drives Home
Men's Hoops Are 'Toxic'

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Channel Chasers

NFL UK 2019
• Oct. 6 Chicago Bears v Oakland Raiders Tottenham Hotspur Stadium
• Oct. 13 Carolina Panthers v Tampa Bay Buccaneers Tottenham Hotspur Stadium
• Oct. 27  Cincinnati Bengals v Los Angeles Rams Wembley Stadium
• Nov. 3 Houston Texans v Jacksonville Jaguars Wembley Stadium

NFL Mexico 2019
• Nov. 18 Kansas City  Chiefs v Los Angeles Chargers Mexico City Estadio Azteca (ESPN Monday Night Football).

Saturday
Dec032016

Speed Thrills: How Nascar Energized Racing With Monster Title Sponsorship Alliance

By Barry Janoff

December 2, 2016: December 1 was a good day for Monster Energy.

At noon ET, Tiger Woods played his first round of competitive golf in more than a year, teeing off at the Hero World Challenge and sporting a golf bag with the logo of his new partner, Monster Energy.

Later that day, Monster Energy unveiled a multi-year deal in which it became only the fourth company in Nascar history to have title sponsorship for the circuit’s top-tier race series, and also obtained status as the official energy drink for Nascar.

Monster Energy will also hold race sponsorship to the Nascar All-Star Race.

The deal was so big that Brian France, Nascar chairman and CEO, said, "This is one of the few sales calls that I personally made. I knew how important it was to align ourselves with a dynamic company that reaches different audiences.”

The length and terms of the deal were not disclosed, but both parties hailed the partnership as the perfect fit for both brands.

"They're going to bring their brand, their excitement, their energy to this partnership, and the fans are going to be the winners," said Steve Phelps, evp-chief global sales and marketing officer for Nascar. "It's all about engaging the fans and giving the fans unique, fun experiences, whether at the race track or through different mediums, through social, digital, content," said Phelps.

Coca-Cola is an investor in Monster Energy, but "they have no involvement in this deal. We are an independent company," said Mark Hall CMO for Monster Energy.

France, Phelps, Hall and Mitch Covington (vp-sports marketing Monster Energy) were together at a media conference on Thursday in the Wynn Las Vegas Hotel, part of Nascar’s Championship Week, to share details of the alliance.

Sprint had been title sponsor since 2008. In 2011, it extended the deal through 2016 season, but told Nascar in 2014 it would not renew again.

According to industry analysis, Sprint was paying about $50 million annually, and supported with an undisclosed amount of marketing.

When asked about specific financial terms of the new deal, which some analysts said was less than the Sprint pact, France said, "There are differences in the agreements. We will activate in different ways. There will be more activations, so it is more, not less."

"They can reach our core audience and help us deliver a new one," said France. "They know how to (activate), and you will see that at every track. They will be impactful, exciting for our teams, drivers and fans.

"And we are doing things for them. We will give them a platform that they’ve never had. This is a partnership that we want to build over time. It was a very difficult agreement to come to because of the complexities, a lot of components that had to be sorted out. But we are both excited about it,” said France.

The new name and logo for the race series will be unveiled soon, according to France.

Title sponsorship for Nascar’s top series dates back to 1979, when RJ Reynolds signed a deal to have its Winston cigarette brand as title sponsor. That union lasted through 2003. Nextel took over in 2004, then it morphed to the Sprint Cup Series in 2008 following the Sprint and Nextel merger.

"We view this as a rare opportunity that does not come along every day," said Hall. "Only (three) sponsors in 30-plus years that have been in this position.

"They know how to (activate), and you will see that at every track. They will be impactful, exciting for our teams, drivers and fans."

"If you asked me five years ago if we would have contemplated this deal, I would have said never in a million years. But it is an opportunity to be associated with a premier professional sport, to be closely partnered with that sport and to work together to build both of our brand," said Hall.

Under the agreement, energy drink sponsors already involved with Nascar may remain in place. Potential sponsors from the energy drink category would not be eligible for future sponsorship if not already involved in the sport.

"We are in a competitive industry," said Hall. "To the extent that we can get a leg up in our industry, we like that. Red Bull is a very good competitor. Do I think this deal will help? Yes."

Monster Energy’s involvement with Nascar dates back about ten years to an endorsement deal with then driver Robby Gordon. The company then had a deal with Kyle Busch in the Nationwide Series and since 2012 has had an official alliance with veteran driver Kurt Busch in the Sprint Cup Series.

Monster Energy has existing sponsorships with a number of motorsports sanctioning bodies, athletes and teams, but said that the Nascar deal was the biggest sponsorship step in the company's history.

The company also has pacts that include BMX, mountain biking, pro bull riding, skateboarding, skiing, surfing and freestyle motocross. Athletes on its roster include UFC champ Conor McGregor, BMX champ Dakota Roche, athlete (MMA, wrestling) and actor Dave Bautista, top skateboarder Kyle Walker; and Professional Bull Riders including Chase Outlaw, Gage Gay and Guilherme Marchi.

The company has inroads into gaming and music, as well, with alliances that include Chevelle, Five Finger Death Punch and De La Soul.

According to Phelps, "We had the opportunity to talk with hundreds of brands, an opportunity we haven’t had for 13 years since joining with Sprint. This is a new Nascar and we were able to bring our story to these brands. Many of them will bring their money to Nascar.

"They are an edgy brand. A fun brand," said France of Monster. "They reach a millennial audience in a different way. They know what they are doing. This is their DNA.

"Frankly, with Sprint and Nextel before them, motorsports was all new to them. It took a while for them to sort it out. How to reach fans, activate at the track, the media. How do you do all those things. They ended up being very good at it but these guys are ready on Day 1," said France.

Although France admitted that the deal came "a bit late in the game" — with the 2017 season beginning in February— "they have the activation plans, the tools and the people to do it all in-house. They had very aggressive plans when we met with them. They have big plans to interact with our core audience and bring in a new audience. We are confident they are the right partner for us.”

Specific marketing was not detailed, but Hall said that significant strategies were in place.

"Because we market in a non-traditional way, we count on our athletes, our endorsers and fans to market for us," said Hall. "We have never done traditional media . . . but this might be the way to use television and traditional media so that people connect Nascar with the name Monster Energy."

According to Covington, "We have the ability to weave content through out our platform and provide more access points for the content and our the relationship with sponsors. This will be a big step up for us and a big step up for our partners.

"Monster has built its brand on racing and motorsports, and Nascar is the pinnacle of motorsports in America," said Covington.

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