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The NFL Takes Over Christmas

Posted on December 23, 2023November 18, 2024 by Athelo Group

By Tyler Cohen

Athelo Group

Christmas Day games are a coveted gift from the NFL, giving fans the opportunity to merge football and holiday excitement. Football fans are treated to a spectacle that skillfully integrates the thrill of the game into the fabric of holiday traditions, as the nation’s homes fill with the aroma of holiday feasts and sparkling lights. The NFL’s Christmas Day games are more than just an extension of the regular season; rather, they’re a unique blend of turf and tradition that come together as families across the nation huddle up in front of their TVs to celebrate. The NFL’s introduction of Christmas Day games signifies an important turning point in the league’s history, creating a bigger football presence associated with the holiday season and solidifying the gridiron’s standing as a cherished holiday tradition.

Christmas Day Viewership

2023 marks 30 total Christmas Day NFL games and the fourth consecutive year of Christmas Day games. While the NFL held the first Christmas Day games back in 1971 during the Divisional Playoffs, they’re coming into the 2023 holiday bigger than ever before. On a day when families are gathered around the television looking for shared entertainment, the league aims to capitalize on increased viewership and a wider audience. New efforts have been made to net viewers, with the NFL scheduling their first ever triple-header this Christmas Day. The initiative should come as no surprise, as last year’s Packers and Dolphins game captured a record 30M viewers. The NFL looks to Christmas 2023 as an opportunity to expand their game into the festive holidays, adding great games that will entice families from all over the world to tune in.

Bring Christmas to the Stadium

The NFL’s Christmas Day games infuse stadiums with a festive euphoria that goes beyond the confines of conventional sports events, creating a magical atmosphere. There’s no denying the festive spirit in the air as fans flood into the venues decked out for the holidays. The stadiums are visually stunning, with oversized ornaments, brilliant Christmas lights, and life-size displays that immerse spectators in a wintry wonderland. Back in 2016, the Green Bay Packers transformed Lambeau Field, decorating the entire stadium with over 1000 feet of garland, 30 wreaths, and 14 Christmas trees to get their fans in the holiday spirit. And at this year’s 49ers Christmas game, the NFL is taking Christmas-themed engagement to another level. Fans with the 49ers mobile app will be able to partake in a synchronized light show during player introductions. Whether you’re watching from home or the stadium this year, you can experience a game environment that combines Christmas spirit with the intense passion of football.

Christmas Spirit on the Field

The players themselves add to the joyous atmosphere by dressing in unique holiday-themed uniforms that show off their team spirit and give the game a whimsical touch. For example, during the 2022-2023 season, Cleveland Browns tight end Pharaoh Brown wore a grinch outfit to his game to get fans excited about the holiday times. The sounds of well-known holiday songs permeate the crisp winter air, provided by energetic marching bands and halftime shows that enlist spectators in coordinated celebration. Last year, NFL fans were treated to Jason Kelce and the Philadelphia Eagles offensive line’s Christmas album, “A Philly Special Christmas.” With the help of Taylor Swift fans, Travis and Jason Kelce’s newest 2023 Christmas hit, “Fairytale of Philadelphia,” has now landed the #1 spot on iTunes. In addition to music, jumbotron displays with animated holiday characters and exclusive team-themed holiday merchandise giveaways add to the Christmas spirit. Now more than ever, Christmas is giving the NFL a chance to engage with fans in alternative, exciting ways.

Memorable Christmas Day Match-ups

Some of the most memorable games in football history have taken place on the NFL’s Christmas Day slate. Back in 2005, we watched the legendary Bears vs. Packers rivalry game where the Bears were finally able to take down Brett Favre in a thrilling, long-awaited victory. Patrick Mannelly, the long snapper for the Bears recalls the moment: “It was just a great Bears-Packers memory and my favorite Christmas ever.” In 2016, during the Ravens-Steelers Christmas match-up, Ravens running back Le’Veon Ball rushed a record-breaking 236 yards. His standout performance captured the spirit of excellence in Christmas Day football. Year after year, the league carefully plans these matchups to include fierce rivalries and high-stakes confrontations that heighten the excitement of the holiday celebrations. Whether it’s two teams vying for playoff positioning or historic rivals renewing their long-standing grudges, Christmas Day match-ups promise fans timeless moments under the twinkling lights of a festive stadium.

As past years have proven, Christmas Day NFL games are a huge success and a unique opportunity, bringing a special mix of athletic skill and joyous celebration to the holiday season. This year’s Christmas Day games should be no exception. While the NFL claims there will be no Christmas games in 2024 due to the holiday falling on a Wednesday, fans can still hold out hope. If 2023 garners high viewership and fan engagement, the league could succumb to the holiday spirit and make their very first exception in the coming year.

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Shaping the Future of Ads: The Las Vegas Sphere’s Impact on Marketing

Posted on December 4, 2023December 4, 2023 by Athelo Group

By Josephine Belcher

Athelo Group

Ever since the $2.3B Las Vegas Sphere launched in September 2023, it has rapidly become a marketing and advertising sensation. Known as “The Exosphere,” this architectural phenomenon is the world’s largest spherical structure, reaching 366 feet and 516 feet wide. Illuminated by over a million LED lights, it cast a mesmerizing glow over the Las Vegas skyline, drawing the attention of consumers and visitors. Advertising on the Sphere is a hefty investment with costs ranging from $450K a day to $650K a week. Despite this, the Sphere has hosted innovative brand campaigns and high-profile engagements, heavily impacting social media. The diverse collection of brands that have utilized the Sphere has transformed it into a hub of creativity and a new benchmark in digital advertising.

YouTube was the first to capitalize on this unique opportunity, promoting their NFL Sunday Ticket package by transforming the Sphere into giant football helmets. This highlighted YouTube’s partnership with the NFL in a distinctive way. Following YouTube, the NBA leveraged the Sphere’s capabilities to turn it into a massive basketball, reinforcing its brand in an eye-catching combination of sculptural and graphic advertising.

Microsoft’s Xbox campaign, featuring huge “X” logos circling the structure, mirrored the futuristic spirit of gaming. Sony also promoted its game, using the Sphere to promote Spider-Man 2 for the PlayStation 5. Autodesk and Marvel Studios teamed up to showcase Autodesk’s significant contributions to filmmaking and visual effects. This collaboration resulted in a compelling advertisement highlighting the intersection of technology and creativity in the movie industry.

Major players in the beverage industry have also utilized the Sphere to capture audiences. In their campaign, Coca-Cola’s use of generative AI presented a futuristic vision, promoting their Y3000 Zero Sugar soda. Heineken, aligning with the Formula 1 Grand Prix, transformed the Sphere into a spinning disco ball that turned into ice blocks before collapsing to reveal their new Heineken Silver beer. This created a buzz and expanded brand visibility while fascinating a broad audience of event attendees.

According to Sussex Innovation, the Sphere has an estimated 4.7 million daily impressions and has skyrocketed its social media presence. The follower counts on the Sphere’s Instagram and TikTok saw a dramatic increase in just the first week after the opening, and they continue to rise as more innovative events and brand campaigns are introduced. These impressive statistics highlight the Sphere’s effectiveness in driving significant return on investment (ROI) for brands, achieved through its innovative content delivery and trendsetting capabilities in digital advertising.

The Las Vegas Sphere is at the forefront of a transformative shift in Out-Of-Home (OOH) marketing and advertising, challenging and redefining traditional approaches with cutting-edge technology and scale. Its digital canvas elevates advertisements to new heights of vibrancy and detail, surpassing standard displays. The Sphere’s unique spherical shape opens up endless creative possibilities, allowing brands to envelop the entire structure with their message for a 360-degree experience that blends art and cinematic elements. This innovation sets the stage for future OOH advertising trends. Its success inspires the integration of architectural innovation with digital marketing, potentially leading to the emergence of similar structures globally.

Looking ahead, the future of the Las Vegas Sphere is filled with exciting prospects. It’s even venturing into the world of live sports with plans to host a UFC event in 2024. This indicates a new era for the venue, where its unique blend of advanced technology and innovative design will provide immersive experiences across various events. Whether it’s high-energy sports matches, captivating concerts, or groundbreaking digital advertising, the Sphere is set to reinvigorate Las Vegas entertainment, promising every visitor a blend of sensation and innovation.

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The Winning Playbook: Securing Success in Sports Influencer Marketing Strategy

Posted on November 26, 2023November 18, 2024 by Athelo Group

By Alexis Hudson

Athelo Group

With the influencer marketing industry expected to top $21B by the end of 2023, we’re seeing more and more athletes get in on the action. In fact, the sports vertical’s presence in the influencer space has grown three times in the past year alone! AG athletes like lacrosse star Alex Aust and CrossFit powerhouse Dani Speegle are actively showing us how it’s done by blending athleticism with an influencer charm that fosters relationships and captures audiences. It’s clear that at the exciting intersection of sports and influencer marketing, nailing long-term success means establishing authenticity, fostering engagement, and connecting consumers with a personal brand. As a result of these efforts, brands and athletes can unlock the full potential of sports influencer marketing strategy.

Authenticity

Authenticity in content creation within the sports landscape is essential to foster compelling storytelling. Athletes-turned-influencers embrace this authenticity by sharing the highs and lows of their journeys, exposing vulnerabilities, and presenting a multifaceted view of their lives that shares their unique identity. Simone Biles is an excellent example of an athlete that has shared her vulnerabilities. Biles has a huge social media platform, with 1.7M followers on Twitter alone. Over the years, she has used her platform to take a stand and enact change. In 2021, she spoke out to stop the governing body of USA Gymnastics from turning a blind eye to sexual assault allegations. Biles’ courage captivated her audience and helped cultivate a lucrative brand partnership with Athleta. Her transparency illustrates the human behind the athlete—a relatable figure navigating challenges, celebrating victories, and embodying resilience.

Another athlete to utilize authenticity is Baron Davis. After a career-ending injury left him wheelchair-bound and in chronic pain, Davis decided to dress up as “Black Santa” for Halloween. Based on the reaction he received from fans, he created The Black Santa Company in 2015. His media empire has dedicated itself to celebrating diversity in storytelling content ever since. Initiatives like Davis’ show how influencer authenticity builds trust and credibility with audiences. When people feel that an influencer is genuine, they are more likely to engage with their content and see them as a reliable source.

Impactful Partnerships

When brands team up with athlete-influencers, they also seek authenticity in their partnerships. By investing in genuine, enduring relationships, brands bank on winning the sustained loyalty of their consumer base. Under Armour, for example, partnered long-term with Steph Curry back in 2013. Curry explained to his fans that “Under Armour bet on me, and I bet on them.” The partnership is rooted in authenticity and impact with an underlying goal to fund community initiatives that boost opportunity, access, and equity for the next generation of athletes. Brands like Under Armour that invest time and resources into nurturing these relationships often reap the rewards of consistent collaborations that evolve over time.

In a similar fashion, Nike partnered with French basketball star, Rudy Gobert. Together, they spearheaded a new basketball court in Paris Levallois-Perret and created a space that offers academic support in disciplines such as writing, music, community outreach, and athletic development. Dedicated investments like these not only ensure a steady stream of engaging content but also build a foundation for long-lasting, meaningful partnership in the ever-changing world of sports influencer marketing.

Diversification

Long-term success in sports influencer marketing also thrives on cross-market diversification. Brands often choose a diversification strategy either to reach niches within their industry or to extend operations into new markets. Red Bull and GoPro employed this strategy in 2016 to diversify partnerships across a spectrum of influencers, each with their own unique reach and audience. Netting audiences in two different verticals, Red Bull and GoPro could impact both the action sports and energy drink space. This strategy not only broadens brand exposure but also taps into various niches within the sports landscape, allowing for a more comprehensive and diverse engagement with audiences.

Measuring Results

After employing an influencer marketing strategy like diversification, it’s critical to measure efficacy. Beyond social media likes and shares, analyzing metrics like engagement rates, audience demographics, sentiment, and conversion offers a comprehensive understanding of campaign impact. These metrics reveal audience response, highlighting what resonates and what doesn’t. By dissecting these data points, brands learn how to better refine future campaigns and how to best select sports influencers.

Ultimately, success in sports influencer marketing is not always a clear-cut playbook. Every athlete has a unique personal brand with an audience to match, but it’s the impact and authenticity of their brand partnerships that truly resonate with audiences. As the sports influencer marketing space continues to expand, we can look forward to the exciting new partnerships and figures that are sure to emerge in 2024.

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Cable vs Streaming Sports: Which Is Better for Fans in 2024?

Posted on October 20, 2023December 3, 2025 by Athelo Group

By Hunter Eskenazi

Athelo Group

Almost gone are the days of cable TV, a staple in the sports and entertainment community and a time friends and family gather to catch their favorite shows and games. In our tech-savvy world, the invention of digital streaming has given us the luxury of watching whatever we want, whenever we want. As big media companies have seen opportunities over the years to buy media rights to movies and TV shows on-demand, they’re steadily adopting the direct-to-consumer approach to sports. The streaming world has made its mark in the sports industry and given big tech companies the opportunity to channel an untapped market and create unique partnerships. Cable TV is still showing signs of life, as the Super Bowl and March Madness — both provided through linear networks — accounted for over 95% of the most watched programs in 2022. Nevertheless, a new era of sports consumption has enticed millions of consumers to cut the cord, sparking a cable vs. streaming duel in tech and media.

The Big Tech Battle for Exclusivity Rights

The power and market share of big tech companies has certainly kept traditional media organizations up at night. Streaming is slowly becoming the majority TV consumption outlet, as Nielsen data reported broadcast and cable TV falling under 50% of net U.S. TV consumption in July of 2023. On the flip side, streaming services peaked at an all-time high of 38.7% usage. Tech names with newfound streaming services such as Apple TV+, Amazon Prime, YouTubeTV, among others have offered lucrative deals to obtain the media rights of major professional sports leagues. Streaming also offers exclusive highlights, post-game content, and even in-game data for avid sports fans to consume. Cable subscribers are given less variety as they’re left waiting for shows like ESPN’s “First Take” or “SportsCenter with Scott Van Pelt” to broadcast at the top of the hour.

Because some of these tech companies are commercial brands with products to sell as alternative streams of revenue, the investment in streaming and media deals is slowly driving out the bargaining power of cable. Traditional media generates their main source of revenue from ads and promotions on their services. Without sports year-round, it’s hard to turn a profit. Media companies feel the mounting need to keep leagues such as the NBA and NFL around to fill up slots for the year. As the NBA’s contract with Disney and Warner Bros. comes to a close in 2025 which includes ESPN, ABC, and Turner Sports, their media rights will almost certainly be scooped up by one of the big players in the tech industry. The streaming industry expects to see Google, Apple, Amazon, and Comcast make a run for the league, which has expressed desire to obtain a $75B deal.

Alternatively, tech companies know that creating exclusivity among popular sports can drive up sales for streaming service subscriptions. Lionel Messi and his transfer to Inter Miami this past summer is the epitome of this scheme, as Apple TV+ became the official streaming provider of the MLS. Consequently, having arguably the greatest soccer player of all time essentially blocked by a paywall forces consumers to pay top dollar to watch him play. This has not been an issue for The MLS League Pass, Apple’s streaming platform, which saw a 1,690% increase in sign-ups after the announcement of Messi’s transfer. Apple TV+ also debuted Friday Night Baseball in 2022 which was originally free for the first year, but now requires an Apple TV+ subscription. Similarly, Prime Video, the home of NFL’s Thursday Night Football since last season, saw the largest number of Amazon Prime subscriptions in a three-hour period in its entire existence during its inaugural game.

Good for Business, Bad for Fans?

Big tech isn’t the only winner of the streaming revolution. Streaming allows for external businesses to more precisely tailor advertisements and place them in areas that have the most compatible consumers. Using precision targeting, advertisers can deploy their advertising during an appropriate game or show where their preferred audience is watching. Whereas businesses do not have the same level of data from the slots purchased on cable TV, streaming allows for the collection of user habits to tailor where an ad received the most attention. Through their analytics-heavy advertising service, Amazon Ads reports a 44% increase in post-ad brand consideration rather than using demographics data alone.

If there is one blind drawback lost in the transition from cable to streaming, it’s that it’s not going to be cheap. S&P Global reports that U.S. consumers are estimated to spend $25.57B dollars by year’s end, a number that could reach up to $30B by 2025. Though cable itself isn’t cheap in its own right, media exclusivity also means that consumers may have to spend money for multiple streaming services just to watch their favorite sports. Out-of-market fans will soon find themselves spending top dollar in order to tune in. The government’s project on crackdown of illegal streams isn’t good news for those hunting for free entertainment, as the culprits of the piracy, which include the NBA, NFL, and UFC, have estimated a loss of around $28B in additional revenue.

Finding Common Ground

Not all hope is lost for media companies who have taken a hybrid approach to incorporating both streaming and cable. Peacock and Paramount+, owned by NBC and CBS parent companies respectively, have purchased exclusive streaming rights for the NFL and Premier League while maintaining a linear TV presence to reach maximum audiences. Disney and Charter Communications, the parent company of Spectrum TV, recently settled a dispute that shows us how media and tech companies can operate in unison. After resolving a carriage dispute which resulted in the blackout of Disney-owned media, Spectrum TV users have been granted free access to Disney+, ESPN+, and rights to receive ESPN’s standalone streaming service in the near future. This monumental deal suggests that when it comes to cable vs. streaming, the two could possibly coexist. But as cable TV tries to stay afloat, streaming looks to be the new, dynamic reality of how we consume sports which offers opportunities to tune in from anywhere in the world.

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Sportsbooks Spending Billions Yearly On Marketing

Posted on February 10, 2023March 19, 2025 by Athelo Group

By JT Mildenberger

Athelo Group

If you’ve watched a sports game recently, you’ve probably watched a sportsbook advertisement, too. What started with sportsbooks running commercials during games has evolved into massive partnerships with leagues, teams, and even players. The sports betting industry is changing the sports landscape by bringing fans new ways to watch the game. As these companies continue to challenge traditional marketing, more and more athletes want in on the action. From NFL superstar Rob Gronkowski to sports media personality Pat McAfee, let’s take a closer look at some of the sportsbooks’ most innovative partnerships.

Super Bowl Promotion

One player that everyone will be rooting for in this weekend’s Super Bowl is Rob Gronkowski. While Gronk isn’t playing in the actual game this year, he’s still giving fans something to cheer for. FanDuel sportsbook and Gronk have teamed up for a one-of-a-kind, live Super Bowl advertisement. During a third quarter commercial break, Gronk will attempt a 25-yard field goal to win fans around the country a share of $10 million. Any mobile FanDuel user who bets $5 or more on the Super Bowl will be eligible to split the $10 million pot in free bets. Gronk inked his exclusive partnership with Fanduel back in December, and now they are poised to create one of the most anticipated Super Bowl ads of all time.

Partnering with Active Athletes

Last March, BetMGM joined forces with Connor McDavid, becoming the first sportsbook to partner with an active athlete in a major North American sports league. Other active athletes soon followed, with MLB player Charlie Blackmon and NFL player Davante Adams also becoming sportsbook brand ambassadors. While some fans find the new deals exciting, others question if they are detrimental to the integrity of the game.

If a player is partnered with a sportsbook, their league contract prohibits them from betting on games, but several leagues have had to take disciplinary action against their own players for violating those contract terms. For example, in 1989, the MLB banned the all-time hits leader Pete Rose from the league and declared him ineligible for the Hall of Fame after he was found guilty of betting on games he played and managed in. In 2022, NFL wide receiver Calvin Ridley was suspended for the entire season after placing bets on NFL games he was not participating in. Pro sports leagues take pride in maintaining the integrity of their game, so any contract violations come with harsh punishment. With zero-tolerance policies in place, fans can rest assured that many of the benefits of sportsbooks, including viewership increases and revenue generation, outweigh the cons.

Pat McAfee Partnership

Former NFL punter, Pat McAfee, is currently one of the most popular media personalities in the world. After retiring from the NFL in 2017, McAfee joined sports media company Barstool Sports to help them expand their reach into the midwest. He has since moved on from the company and held roles within the WWE, ESPN, Fox, and his own brand, Pat McAfee Inc. The Pat McAfee Show broadcasts daily via Youtube live stream and Sirius XM radio, with each episode averaging 300K views. In April of 2022, McAfee and Fanduel Sportsbook struck a 4-year partnership deal totaling $120 million. A deal of this magnitude is unprecedented considering McAfee collected only $15 million during his 8-year NFL career and does not broadcast his show on a major television network. After the deal, the show moved to its new “Fanduel Igloo” headquarters and began incorporating Fanduel advertising into its broadcasts. McAfee even promotes his own Fanduel bets as part of the sports betting company’s push to influence fans.

Sportsbooks continue to go all-in spending millions of dollars on high-profile brand ambassadors, and this trend will continue as the industry further expands. According to Forbes, an estimated $1.8 billion was spent on sportsbook advertising in 2022. This number is projected to reach close to $3 billion by 2024, as there are hopes California will open its doors to mobile sports betting in the upcoming year. With the integration of sportsbook advertisements into nearly every broadcast and arena around the world, sports betting has changed the way sports are consumed. This trend will only continue as more states legalize and the sportsbooks continue to rake in the cash.

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New and Upcoming Jersey Sponsorships

Posted on October 3, 2022November 12, 2025 by Athelo Group

By Samson Wolpov

Athelo Group

After the hardships that COVID-19 brought to professional sports, league executives were forced to think outside of the box and produce new ways to generate revenue. Following the example led by soccer, executives across three of the core four professional US sports leagues have taken advantage of a mutually beneficial opportunity: corporate jersey sponsorships. In 2017, the NBA announced a three-year program that saw the incorporation of corporate logos on jerseys throughout the league. At the time, the NBA was the only one of the four major US sports leagues to launch this program, but just last year, the NHL decided it was time to take advantage of this revenue-generating opportunity and include corporate logos on their helmets and jerseys. Most recently, the MLB announced an initiative that will see the placement of corporate logos on either sleeve during the 2023 season.

The Rise of Jersey Patch Sponsorships in U.S. Pro Sports

With the NBA seen as veterans in this space, teams around the league are starting to look at different options regarding jersey sponsorships. Most recently, the Chicago Bulls signed a new multi-year contract with technology hardware company Motorola. Previously, the Bulls had formed a partnership with Zenni Optical, but once the three-year partnership expired, the Bulls wanted to bring in a company close to home. The Chicago-based technology company is now the exclusive smartphone manufacturer of the Bulls and is able to place digital assets throughout the organization. The Chicago Bulls president had this to say about the new partnership: “It is exciting to see us take this significant step into a new, expanded partnership that will have local, national, and global reach.” These two organizations not only share a common location but also a passion for bringing consumers together through various experiences such as different marketing activations and community initiatives that involve fans beyond the streets of Chicago.

How Teams Are Monetizing Patches

When the idea of implementing sponsored jersey patches was first mentioned, NBA commissioner, Adam Silver, projected that this initiative would generate $100 million in revenue for the 30 teams. Approximately five years later, it is being reported that the patches are now projected to bring in $225 million – more than double the initial estimate. Major market teams such as the Golden State Warriors or Los Angeles Lakers are charging nearly $20 million per year for their patch deals with global companies such as Rakuten and Bibigo. Additionally, non-major market teams such as the Sacramento Kings or Portland Trailblazers were able to double the rates of what a jersey patch may cost from the original $3-5 million range after the program was seen as impactful and mutually beneficial. While the monetary incentives are not the sole reason for teams to partake in this initiative, it gives some motivation for teams to reach new heights and continue to grow their brand.

Approved last month by the league’s board of governors, NHL teams are now able to discuss with any corporate company regarding jersey patch logos. Most recently, the Boston Bruins have signed their official jersey sponsor with a company right in their backyard. Rapid7, a cybersecurity company whose headquarters are next to TD Garden, home of the Bruins, has become the first jersey sponsor in the team’s history. The deal is estimated to be a 5-year deal worth $30 million. Over in Canada, the Toronto Mapleleafs have inked a deal with the Dairy Farmers of Ontario (DFO) to become their official jersey sponsor. This deal is more than just a revenue stream but a way to develop a partnership to support healthy living and access to the sport for players and fans around the world. Additionally, DFO has pledged to provide 5,000 tickets to games to community youth groups around the Toronto area. This is a great example of ways that these partnerships are more than just in-game signage, but a way to connect with fans and create meaningful relationships with them.

This is an exciting time for the NHL as now 16 out of 32 teams have official jersey sponsors. While this is only the start for jersey sponsorships in the NHL, the hope is for them to generate revenue for teams while creating long-term relationships with communities and fans through various initiatives similar to the Maple Leafs x DFO partnership.

The MLB is no stranger to this category of partnership as they have experimented with jersey patches on the sleeves during international games. For example, in 2019, the Boston Red Sox included the pain relief company, BioFreeze, on their sleeve during their game in London. During this year’s All-Star break, team marketers throughout the league met in Los Angeles to discuss the implementation of jersey patches for the first time in the states. While there has been only one concrete sponsorship deal made public in which the San Diego Padres and Motorola agreed to a 4-year $9 million deal, Mass Mutual has an informal agreement in place with the Boston Red Sox to become their official jersey sponsor. There will be more teams to join them as the San Francisco Giants have signed agency giant, WME, to facilitate a deal for them.

When Will the NFL Follow the Patch Trend?

Providing a new asset for sponsors to capitalize on has resulted in successful patch sponsorship programs across these three leagues, proving a successful revenue stream for teams and a highly visible location for brands to advertise and generate brand awareness. We expect to see more and more of these partnerships forging as the leagues continue to grow and expand in this space, building upon existing relationships or allowing new companies to take part in sports sponsorships. The biggest question outstanding at this point is: when is the NFL going to follow suit?

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Christmas Day Viewership

Bring Christmas to the Stadium

Christmas Spirit on the Field

Memorable Christmas Day Match-ups

Authenticity

Impactful Partnerships

Diversification

Measuring Results

The Big Tech Battle for Exclusivity Rights

Good for Business, Bad for Fans?

Finding Common Ground

Super Bowl Promotion

Partnering with Active Athletes

Pat McAfee Partnership

The Rise of Jersey Patch Sponsorships in U.S. Pro Sports

How Teams Are Monetizing Patches

When Will the NFL Follow the Patch Trend?

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