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Picks of the Week: January 30, 2017

Picks of the Week: January 30, 2017

#1

Tostitos Partners with MADD and Uber to Offer “Safe Party” Bag During the Super Bowl

For next week’s Super Bowl LI, Tostitos will be offering consumers a “Safe Party” bag, which comes equipped with a sensor connected to a microcontroller, calibrated to detect small traces of alcohol on a person's breath. If any alcohol is detected, the sensor turns red and forms the image of a steering wheel, along with an Uber code and a "Don't drink and drive" message. The bag also uses Near-Field Communication (NFC), allowing fans to tap the bag with their phones to order an Uber. Frito-Lay (which is also an official NFL sponsor) is pledging to remove 25,000 cars from the road on Super Bowl Sunday – whether fans will be driving home from a friend’s house or their local bar. The partnership has also enlisted the help of Tennessee Titans Tight End, Delanie Walker (a MADD volunteer, whose aunt and uncle were killed by a drunk driver following the 2013 Super Bowl) to help promote the campaign. The innovative campaign is sure to attract attention for its technology, and will also hopefully reduce the amount of people drinking and driving after the Super Bowl. Tostitos can look to make this a recurring activation, building on the program each year and be seen as a solutions provider.

#2

General Electric Becomes the Jersey Sponsor of the Boston Celtics

General Electric and the Boston Celtics have announced a three-year partnership that will see GE become the official jersey sponsor of the team. The Boston Celtics will become the third NBA team to secure a jersey sponsor for the 2017/2018 season, following the Philadelphia 76ers (StubHub) and Sacramento Kings (Blue Diamond Almonds). The two previous sponsors – StubHub and Blue Diamond Almonds – are both companies that are heavily consumer facing in nature. While GE does have consumer products, a major focus of their products and services has been surrounding B2B elements such as aviation, renewable technology and healthcare. Additionally, the Boston Celtics are one of the original 11 NBA teams and have a rich history of tradition. Many purists have been against jersey patches and seeing the Celtics go in this direction seems to go against this.

#3

Professional Sports Teams Utilizing Transportation Technology

Popular GPS app, Waze, recently announced a new program aimed at simplifying traffic during major sporting events including football games, baseball games, and marathons. The new feature allows partners of the app to add road closures to Waze’s map, inform drivers of road closures, and provide real-time traffic updates. The new feature allows partners to send in-app messages and updates live through the app, to help ensure sports fans are continuously updated on traffic conditions. Multiple sporting organizations including teams like the Atlanta Braves, Falcons, and Hawks, have signed up for the new feature. Other notable teams utilizing the technology include the Washington Redskins, Washington Nationals, Detroit Lions, and the Rock ‘n’ Roll Marathon series. This partnership allows teams to provide a solution to a major pain point fans face every game day. Providing real time information to those heading to the venue allows fans to have a more relaxed and informed drive to the venue.

#4

Cadbury UK Announces Three-Year Partnership with the Premier League

This week, Cadbury announced that it has joined forces with the English Premier League. The partnership will see Cadbury enter as a participating sponsor of the Golden Boot (awarded to highest goal scorer), and Golden Gloves award (awarded to best goalkeeper). The largest component of this newly formed partnership is that Cadbury will join forces with the Premier League on its existing community program Health for Life, which is currently focused on improving the lifestyles of 60,000 children. However, criticism of the partnership has risen. Cadbury has said that the partnership will "help educate people" on nutrition, healthy eating and exercise. But critics, including National Obesity spokesperson Tam Fry, have said that chocolate "should not be associated with healthy lifestyles." Despite Cadbury’s placement within the candy category of the food industry, it looks as if Cadbury is strengthening their commitment to providing a healthy active lifestyle amongst youth in the UK, creating a positive public image. This could also create a movement that will have similar brands look to also create initiatives to promote healthy lifestyles.

Formula E & Victor Cruz

5 Sponsorship Implications of FIFA’s World Cup Expansion

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