Sponsorships Dominate News In 2022
Sponsorships and partnerships are one of an organisation’s main revenue streams, meaning their announcements dominated headlines from the beginning of 2022.
In January, UFC launched a memorabilia platform in partnership with The Memento Group, then in March, Cricket Australia continued their partnership with Toyota Australia in a multi-year deal.
In May, Rugby Australia renewed their partnership with Land Rover, before Singapore Airlines signed a three-year deal with Formula 1 to continue as the sponsor of the Singapore Grand Prix and the AOC announced that ASICS would continue as their official performance footwear.
As July kicked off, more sponsorships followed, with the NHL announcing a partnership with Mitchell & Ness:
Mitchell & Ness is at the cross section of fashion, streetwear, culture and authenticity, which is a sweet spot for hockey fans. We have found tremendous success in partnerships with brands like Mitchell & Ness that have proven design and retail merits and that creatively showcase and reimagine the rich history of the NHL for today’s hockey fan – Brian Jennings, NHL chief brand officer and senior executive vice president
July also saw the UK Government drop their pursuit to ban betting sponsorships in the Premier League.
In September, the AFL announced a multi-year content partnership with TikTok, which was followed by Apple becoming the naming rights partner of the Super Bowl half-time show in a $50 million deal.
Netball Australia Sponsorship Blows Up Amid Player Protest
In October, Netball Australia lost a $15 million sponsorship deal with Hancock Prospecting, the Australian mining company owned by Gina Rinehart.
The deal was seen as a lifeline for Netball Australia, with the organisation having reported losses of $4.4 million in 2021.
The deal blew up following a dispute with the playing group that saw the Australian Diamonds wearing an old uniform without Hancock branding.
The athletes were protesting comments made by Hancock founder, Lang Hancock, that Indigenous Australians should be sterilised to ‘breed them out’.
Rinehart pulled out of the sponsorship saying: “Hancock and Roy Hill do not wish to add to netball’s disunity problems.”
Following the withdrawal, Visit Victoria filled the $15 million-sized hole with a sponsorship deal that will see the state’s tourism brand featured on the team’s playing uniform.
Wimbledon ends an 86-year partnership with Robinsons
The All-England Lawn Tennis & Croquet Club (AELTC), organisers of the Wimbledon tennis Grand Slam saw the end to an 86-year long partnership with English drinks company, Robinsons.
Having originated as a barley, lemon juice and sugar drink that was used to hydrate athletes, Robinson’s deal was the second longest partnership the AELTC had been a part of, following the 120-year collaboration Slazenger.
It was reported the deal came to an end when Robinsons’ parent company, Britvic, wanted to add more sugary drinks like Pepsi Max, Gatorade and Rockstar to the partnership, a move the AELTC had reservations about.
Music and sports hold a special place in our hearts, so we’re very excited Apple Music will be part of music and football’s biggest stage – Oliver Schusser, Apple vice president of Apple Music and Beats
Apple Signs On To Sponsor Super Bowl And MLS
American technology company, Apple, stepped up their involvement in sports sponsorship with deals partnering both the Major League Soccer (MLS) and the Super Bowl.
The deal with MLS is set to run until 2032 and will bring in a reported figure of US$250 million (AUD$345 million) each year to the league.
Apple also stepped up to partner Super Bowl LVII, for a reported US$50 million (AUD$77 million).
The deal see’s Apple Music pick up the naming rights of the half-time show where Rihanna will perform.
MLB Teams Allowed Sponsorship Patched For First Time
The second-longest lockout in Major League Baseball (MLB) history was ended earlier this year after a 100-day stoppage when a new Collective Bargaining Agreement (CBA) was signed with the MLB Players’ Association (MLBPA).
As part of the new CBA, the MLB allowed teams to carry advertisements on their uniforms in the form of jersey patches or helmet decals.
The San Diego Padres became the first team to carry a sponsorship patch when they signed a deal with Motorola.
With the branding of the American telecommunications company to appear on the Padre’s shoulders from next year.
March Madness Sponsors Generate Over US$410 Million
The National College Athletic Association (NCAA) generated US$410 million (AUD$625 million) from sponsorship deals during 2022’s March Madness according to a report by Hive and Elevate Sport Ventures.
The tournament saw 187 hours of brand exposure across 134 college basketball games with sponsors receiving 94% of in-game exposure in the men’s tournament and 76% of in-game exposure for the women’s tournament.
Capital One, Nike, Buick and Spalding lead the commercial partners in terms of exposure for their avenues of involvement.
Coca-Cola had a particularly successful campaign, pairing the tournament with their launch of Coca-Cola with coffee.
To round out 2022..
In late October, the NBA and WNBA partnered with Buzzer as they aimed to create more online engagement, before the NRL launched a major partnership Kia Australia in December, which made them the naming rights partner of Thursday Night Football.
