In the period, 350 new contributions were signed, which added to the 1,500 existing contracts. Oakley, fashion retailer H&M and financial services provider Rocket Mortgage are among the newcomers.
Among industry sectors, sports betting stands out, with companies taking advantage of the loosening of US gambling laws. In total, casinos, online betting, lotteries and fantasy were responsible for 21 new contracts.
In the NFL, sponsorships of this type were released in August 2018, with the league closing with Caesars Entertainment in early 2019, followed by a similar agreement in Canada with Gateways Casinos. Among the teams, FanDuel stood out by signing several partnerships, including Carolina Panthers, Indianapolis Colts, New York Jets, Pittsburgh Steelers and Tennessee Titans.
Insurance, clothing, wine, technology, investment services, retail and construction were other categories of the market that stood out.
“Interesting newcomers who try to sponsor the NFL as a marketing platform include food companies, cryptocurrencies and meat substitutes. The gambling, retail, technology and wine categories are expanding through important partnerships with the league and teams,” said Peter Laatz, general director of IEG.
For the next season, the company believes that two new naming rights deals will have a significant impact on the study. Social Finance will pay US$ 30 million a year to put its name on the new home of the Los Angeles Rams and Chargers for the next 20 years, while airline Allegiant will take over the Las Vegas Raiders stadium for US$ 25 million annually.
Source: mktesportivo.com
