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  • Major Signing for Esport League -- Sponsor Spotlight


    04/27/19

    (ATR) The first major global professional esports league is joining forces with the world’s largest brewer.
    (Overwatch League)

    The Overwatch League announced this week that AB InBev (ABI) is the league’s new official beer partner and will be sponsoring fan watch parties around the world with the exception of China.

    In the U.S., the partnership includes sponsoring the Dallas and Atlanta Bud Light Homestand Weekends and the LA Rivalry Weekend. In addition, ABI and Bud Light will be activating at the 2019 Grand Finals. The location and date for that event is expected to be announced soon.

    “In addition to activations with Bud Light in the U.S., AB InBev brands in markets such as Canada, U.K. and South Korea are planning on activation programs to enhance the fan experience at Overwatch League events in those markets,” Eelco van der Noll, Head of Global Experiential Marketing at AB InBev, said in a statement.

    “We’ve seen a ton of exciting Overwatch League watch parties spring up organically around the world, and with AB InBev and Bud Light on board to partner with us they’re going to get even better,” said Josh Cella, head of global partnerships for Activision Blizzard Esports Leagues.

    The Overwatch League kicked off its 2019 season in February at Blizzard Arena Los Angeles. The opening week grabbed 13 million global viewers, a 30 percent increase in viewership year over year. Season matches for all 20 teams are currently being contested.

    Mondo Named Sole Supplier for Athletics

    From left: Maurizio Stroppiana, Mondo S&F Director; Koji Murofushi Tokyo 2020 Sports Director; Andrea Vallauri, Mondo Institutional Relationship Manager (Mondo)
    Mondo S.p.A. and the Tokyo 2020 organizing committee reach an agreement for the Italian company to become the sole supplier in the athletic equipment and athletic track category.

    Mondo will provide track surfaces, hurdles and batons for track events, bars and mats for jumping events, and cages for throwing events, all of which will be redesigned and re-engineered specially for the Tokyo 2020 Games. Their equipment will be installed at the Olympic Stadium and in the warm-up areas outside the stadium.

    “Mondo is extremely focused on helping track and field athletes improve their performance, not only because we want to provide the best conditions to perform, but we also want to help them record their fastest times ever during one of the world’s biggest and most exciting competitions,” said Maurizio Stroppiana, General Manager of Mondo’s Sport & Flooring Division.

    Mondo has been the official supplier of athletics tracks for the past 11 Summer Games, beginning with Montreal in 1976. Since the 1992 Olympic Games in Barcelona, the company has been the official supplier for athletics tracks, as well as equipment and surfaces for other sports disciplines.

    A 'Milestone' Sponsor for Minsk 2019

    Anatol Kotau, Deputy Director of MEGOC, and Zhou Lixin, CEO of YGS Intelligent Locks, sign agreement (Minsk 2019)
    A first for Minsk 2019 as it lands YGS Intelligent Locks in a sponsorship deal.

    YGS Intelligent Locks, a leading manufacturer of smart locks linked to the internet through cloud technologies, pledged its support for the 2nd European Games in an agreement signed this week.

    The deal, the first with a company that works in the Chinese market, marks an important step for the Minsk European Games Organising Committee (MEGOC) in attracting sponsors to the multi-sports event to be held in the Belarusian capital from June 21-30.

    “This is a milestone for us. Despite the fact that a project such as the European Games is continental in nature, Chinese business is interested in it. I am sure that we will sign several more agreements with Chinese partners before the Games. In this way, we will be able to show that the upcoming multi-sports event is an international project that sparks interest and is gathering support beyond Europe.” Anatol Kotau, Deputy Director of MEGOC, said in a statement.

    As part of the agreement, YGS Intelligent Locks CEO Zhou Lixin says his company will “provide various locks (with locks, cards and fingerprint and face recognition, that are controlled with the help of smartphones and other devices) to many venues of the Games.

    “We hope that we will be able to showcase as many of our products as possible at the upcoming event, especially considering that our products are already known on the Belarusian market.”

    Written by Gerard Farek

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