Friday Press Review I August 28, 2020

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:

World record for Michael Jordan sneakers: $ 615,000

They are the most expensive sneakers ever auctioned: a pair of Nike Air Jordan 1s, worn by basketball superstar Michael Jordan, that sold for $615,000, Christie’s auction house in New York reported Thursday. The shoes, which did not however reach their estimated price of $650,000 to $850,000, were worn by Jordan on August 25, 1985 in a memorable Nike exhibition match in Trieste, Italy, in which he sank the ball so hard that broke the glass board into a thousand pieces. Read more...

Airbnb, Coca-Cola and Visa look for positives in Tokyo 2020 postponement

Three leading brands from the International Olympic Committee’s TOP Partner programme have described how they have had to adapt their marketing strategies due to the postponement of the Tokyo 2020 Summer Games. Chris Curtin, chief brand & innovation marketing officer, Visa; Ricardo Fort, VP global sports & entertainment partnerships at The Coca-Cola Company and Aoife McArdle, global head of Olympics for Airbnb, spoke about their experiences during a webinar organised by the Marketing Society. Read more...

NBA and Turner tap LiveLike for virtual playoff ‘watch parties’

TNT Overtime and NBA TV embed social viewing into NBA post-season coverage. The National Basketball Association (NBA) and US broadcast partner Turner Sports have teamed up with social streaming platform LiveLike to create live group viewing experiences during the 2019/20 playoffs. With fans shut out of the NBA’s Orlando bubble, LiveLike’s technology will allow multiple fans to watch together and comment on live streams via NBA TV and TNT Overtime. Read more...

Spotify partners with Riot Games for League of Legends sponsorship

Spotify has signed a ‘first-of-its-kind’ partnership with Riot Games which will see the audio subscription service become the Official Audio Streaming Partner for a host of League of Legends Esports global events. The multi-year deal sees Spotify join up with Riot for the LoL Esports World Championship, the Mid-Season Invitational and the All-Star Event, with the partnership kicking off ahead of the World Championship on 25th September.  Read more...

PepsiCo agree five-year sponsorship of UEFA women's competitions

PepsiCo has signed a new five-year partnership with UEFA to sponsor its women’s football competitions. The agreement will see the company’s brands including Pepsi Max, Lay’s, and Gatorade support women's football at all levels until 2025, becoming the Main Partner of the UEFA Women's Champions League and the UEFA Women's EURO, as well as youth-level competitions and futsal. PepsiCo, which has been a UEFA partner since 2015, will also become the Main Partner of UEFA's Together #WePlayStrong programme, which is aimed at encouraging more girls and women to play football. Read more...

Tokyo 2020 Paralympic Games marks one year to go milestone

The Tokyo 2020 Paralympic Games has marked one year to go until the start of the Games with a new campaign, #WaitForTheGreats, and will also celebrate the build-up to the event with a new documentary premiering on Netflix on 26th August. The social media initiative marks the milestone for the second time - after it's initial postponement as a result of the coronavirus pandemic. The IPC, meanwhile, is also celebrating the launch of ‘Rising Phoenix’, a new Netflix movie about the Paralympic Movement, which will premiere in over 190 countries worldwide on Netflix. Read more...

The Coca-Cola Co eyes home comfort with new Premier League campaign - video

The Coca-Cola Co has based its new English Premier League marketing campaign around watching football from home as fans face being locked out of stadiums for the upcoming season. The 'Make Your Home the Home End' activation encourages fans to make the most of watching football from home while matches are staged behind closed doors, Coca-Cola said today. UK football stadiums have been shut to the general public since the coronavirus lockdown. Read more...

NFL and Nike launch virtual training camp for high school athletes

The National Football League (NFL) and its apparel partner Nike have teamed up to launch 11-Online, a new virtual training platform for high school athletes.The two parties said the new digital tool has been designed to help students train together while physically apart because of the Covid-19 pandemic. 11-Online sessions, which will be led by NFL players, coaches and trainers, will offer guidance related to team building, position-specific drills and leadership development. Read more...

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