Friday Press Review I October 2 2020

 

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

PepsiCo becomes official Ryder Cup sponsor

PepsiCo has signed a new multi-year deal with Ryder Cup Europe in a deal which will see the brand expand its golf reach. The agreement will see the company named Worldwide Supplier to the competition until 2025, and will become the Official Soft Drink, Official Iced Tea, and Official Sports Drink of the tournament, serving Pepsi, Lipton Iced Teas, Gatorade respectively. Read more...

Nike drives digital revenue with 150% jump in demand on mobile app

Mobile experiences have become a vital part of Nike's marketing strategy, providing a direct sales channel and a way to maintain one-to-one relationships with its most loyal customers. Nike's active members rose by nearly 60%, and it saw higher growth for buying members, CFO Matt Friend said. While most of Nike's brick-and-mortar stores were open during the quarter, many shoppers have avoided malls and stores during the pandemic. The growth in demand for its mobile apps has helped to support digital sales growth of 82% for Nike-branded products. Read more...

Gillette, Campbell's, Oakley join 'Madden NFL' roster as esports sponsors

EA reported that it has a record number of sponsors for its MCS21 video game tournament, in a sign of how more brands may be seeking to reach the audience for esports entertainment despite pressures on their marketing budgets during the coronavirus pandemic. While only 4% of U.S. internet users said they spent more time watching esports during the pandemic, per GlobalWebIndex data cited by eMarketer, EA's MCS21 may see greater viewership and participation with its record prize pool and expanded programming lineup. Read more...

How Facebook plans on capturing online sales for luxury products 

This spring, luxury brands have accelerated their move on e-commerce platforms. In an exclusive interview, Violaine Gressier, head of the luxury department for Facebook France, explains the evolution of the American giant’s strategy to increase its market shares in the luxury sector. While confinement unveiled the urgent need for many brands to accelerate their e-commerce, Facebook decided to launch last May its latest “Facebook Shops”, a trade interface consolidated for both Facebook and Instagram. One step further towards the juicy business of e-commerce that platforms all want to grasp, with Amazon in the lead and who could very soon launch a new platform for luxury brands only.  Read more...

Rebranded Fed Cup Named after Billie Jean King

The ITF has rebranded the Fed Cup, which will be renamed the Billie Jean King Cup by BNP Paribas. According to the federation, it is the first time a major global team competition has been named after a woman, while the move also follows the introduction of a new finals format that will bring the 12 best nations together over one week in Budapest to compete to become world champions. Read more...

Premier League agrees Chinese broadcast partnership with Tencent Sports

Following the termination of its £564m deal with PPTV, the Premier League has announced it has signed an agreement with Tencent Sports for rights to show all 372 fixtures of the 2020/21 season across its digital platforms in China. As a result of the partnership, fans in China will be able to watch Premier League matches live whilst also following all the latest updates and news on the competition via Tencent’s platforms including WeChat, QQ.com, Tencent Video, Penguin Live App, Tencent News App, Tencent Sports App and Kan Dian. Read more...

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