Picks of the Week: April 24, 2017
Video Game, Top Eleven becomes Kit Sponsor of YouTube Soccer Club
Top Eleven, an online football manager simulation game, has renewed its kit sponsorship deal with YouTube soccer club, Hashtag United. Hashtag United are an amateur team led by YouTube personality Spencer Owen, who compete against other teams such as the staff of pro soccer team Manchester City, or the staff from Google. The games are captured in 19-25 minute YouTube videos that highlight the match, as well as significant lead up and post-match commentary from Spencer. Hashtag United has 250,000 YouTube subscribers with matches routinely achieving over 1 million views. Top Eleven has said that it has been approached by other traditional soccer clubs for sponsorship, but selected Hashtag United as the team captures the demographics they are looking for and are able to create content other traditional teams wouldn’t allow for. As consumption habits continue to change, and younger people are drawn toward alternative sporting options, teams like Hashtag Untied provide compelling properties for sponsorship.
ICC Partners with Intel to Make Champions Trophy First ‘Smart Cricket Tournament’
The ICC (International Cricket Council) has named Intel as its Innovation Partner for the ICC Champions Trophy. The tech giant has been active in the sports and entertainment space with the recent formation of the Intel Sports Group. After the introduction of the new division, Intel has integrated their technologies with major properties like MLB, NBA, NFL, and now the ICC. With this partnership, Intel intends on utilizing its Virtual Reality and Augmented Reality technologies for the ICC Champions Trophy 2017, with the goal to redefine fan and player experiences. With the ICC’s focus on transforming the cricket experience, this collaboration will provide the opportunity to do so across multiple digital channels. Look for Intel to lead the way to revolutionize the training, coaching, and scouting of the sport and create greater fan engagement.
McDonalds launches ads without mentioning “McDonalds”
“That place where Coke tastes so good”. That’s how McDonald’s new television spot begins for the company’s dollar soft-drink promotion staring actress Mindy Kaling. The advertisement does not appear on any of the company’s official social media accounts. The only McDonald’s implication is Mindy wearing a bright yellow dress in front of a red backdrop. There is, however, a YouTube channel titled with the burning question which has uploaded three other digital spots. This is the first time the company has ever executed an “unbranded marketing” campaign. The campaign is aimed at millennials and how they discover new types of information, capitalizing on the trend of the demographic using a handheld device while watching television. This campaign allows McDonald’s to examine the power of their call to action, while obtaining new information on how to effectively target a specific demographic.
Liverpool Ladies Football Club Secures Avon as Major Sponsor
Last week, the Liverpool Ladies Football Club signed a groundbreaking sponsorship announcement with cosmetic and beauty brand Avon. The sponsorship marks the first time that the Liverpool Ladies has secured a kit sponsorship separate from the Men’s team. The sponsorship provides Avon with signature logo placement on the front of the player’s kits in order to connect with their female audience. The team will debut the jerseys on April 23rd, when then compete in the Women’s Super League Spring Series campaign. Avon created a digital video capturing the announcement, and provided interviews with noted historians on women’s soccer. The video provided Avon with the opportunity to widen the reach of the sponsorship announcement by pushing it to their social channels. With women's sport participation and interest on the rise, the partnership by Avon and the Liverpool Ladies could be the first of more partnerships between female-focused brands and female sports properties.