Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
Personnel
NHLPA Announces Staff Additions and Promotions
The National Hockey League Players’ Association has made staffing changes in business affairs, international strategy and NHLPA UNLMT, according to executive director Marty Walsh, as the NHLPA continues to increase its business initiatives and player offerings. In business affairs, Bill Gentner is now consulting on the NHLPA’s business operations. Jasmine Lew has been promoted to senior director, strategic business development and senior counsel. Devin Smith has been promoted to senior director, sponsorship and player marketing. Martin McQuaig has been promoted to director, licensing. Eric Epstein has been promoted to director, sponsorship and player marketing. Mitch McDonald has been promoted to senior manager, licensing and approvals. In International Strategy and NHLPA UNLMT, Rob Zepp has been promoted to senior director, international strategy and growth. He will also continue to lead the NHLPA UNLMT team—the NHLPA’s athlete development initiative that was launched in June 2023. Rahman Anjorin has joined the NHLPA as senior manager, strategic initiatives.
Greenfly Promotes VP of Product Roanne Hong to Chief Product Officer
Greenfly Vice President of Product Rosanne Hong has been promoted to chief product officer. Hong joins the C-Suite team of the software-as-a-service company specializing in short-form video. She brings over 15 years of expertise across the technology landscape. In her new role, Hong will provide strategic guidance on Greenfly’s product roadmap as well as manage and execute product initiatives alongside the engineering, analytics and product teams. Along with day-to-day strengthening of Greenfly’s product, Hong will play a key role in vetting potential partnership and customer opportunities for Greenfly. Prior to her position as VP of product at Greenfly, Hong served as a senior product manager at Demand Media and held project management and product marketing roles at Electronics Arts, Playtika and Activision Blizzard.
Playfly Hires Todd Parker as VP of Corporate Partnerships
Playfly has brought on Todd Parker as VP of corporate partnerships. He will focus primarily on selling host city supporter and donor packages on behalf of Playfly’s World Cup 2026 host city clients. Prior to joining Playfly, Parker was managing partner at Overtime Sports and Entertainment, VP of global partnerships/naming rights for Endeavor and VP of global marketing for IMG.
Partnerships
New York Road Runners, ABC7/WABC-TV and ESPN Agree on Broadcast Deal
New York Road Runners, ABC7/WABC-TV and ESPN have agreed to a broadcast deal marking the network’s first, year-round exclusive broadcast partnership. For the next three years, the TCS New York City Marathon and United Airlines NYC Half, in addition to the New Balance 5th Avenue Mile and the New York Mini 10K, will be covered locally and nationally. ABC7/WABC-TV and ESPN2 have been home to the TCS New York City Marathon broadcast since 2013 and will continue to be so through 2026. The live television broadcast, produced in coordination with 45 Live and distributed by IMG, will continue to air nationally on ESPN2 with pre-race and continuing coverage streamed on ESPN+.
Celsius Partners With Scuderia Ferrari HP and F1 Driver Charles Leclerc
Energy drink maker Celsius has entered into a global partnership with Formula 1 driver Charles Leclerc. On the heels of its recently announced multiyear, global partnership with Scuderia Ferrari HP, Leclerc’s new partnership with Celsius will feature a range of collaborative marketing campaigns, event appearances, retail programs, social media initiatives and interactive consumer experiences.
Eksperience App Launches with Student-Athletes at Western Colorado University
Eksperience, a brand-building tech platform for athletes, has announced an NIL initiative, with Western Colorado University signing on as its first collegiate partner. Eksperience, founded by NFL running back and WCU alum Austin Ekeler, is a platform designed to connect fans directly with their favorite athletes in customized ways that fit their style, personality and availability. Eksperience aims to provide exclusive access and personalized experiences.
Casa Azul Tequila Soda Partners With Miami Dolphins, Hard Rock Stadium
Casa Azul Tequila Soda has partnered with the Miami Dolphins and Hard Rock Stadium, making it the organization’s Official Tequila Soda. The collaboration includes an in-stadium, beach-inspired Casa Azul Playa Bar featuring tropical-inspired murals by Miami artist Surge. Up to 200 fans who visit the Playa Bar at each home game will receive Casa Azul and Miami Dolphins co-branded koozies.
Sportfive Partners With AlNassr to Elevate Global Brand
Sportfive has entered into a partnership with Saudi Arabian soccer club AlNassr. As AlNassr’s official agency of record, Sportfive will develop and execute a sponsorship strategy to enhance the club’s global brand and diversify its partner portfolio. This partnership aligns AlNassr with teams such as the Chicago Bulls, Kansas City Chiefs and CR Flamengo. At AlNassr, Sportfive will be responsible for the development and execution of a comprehensive sponsorship strategy in collaboration with the club’s commercial team. This includes local and international sales efforts.
AMB Sports and Entertainment and Wicket Announce Partnership
AMB Sports and Entertainment (AMBSE) announced a multiyear agreement with Wicket, a facial authentication company, as the partner of technology at Mercedes-Benz Stadium. Wicket had worked with Mercedes-Benz Stadium previously. Wicket’s technology has been incorporated in the Delta Fly Through Lanes, the facial ticketing system at Mercedes-Benz Stadium, as well as facial payments at the frictionless markets on the stadium’s 100 and 200 levels, and facial authentication for exclusive access points on game day. Wicket is a provider of facial authentication technology in professional sports stadiums, offering facial ticketing, payment and access control solutions for more than 40 teams around the country. Established in 2020 to allow stadiums to operate safely during the COVID-19 pandemic, Wicket became Mercedes-Benz Stadium’s facial ticketing provider in 2022.
Buckeye Vodka Becomes a Sponsor of Ohio State Athletics
Buckeye Vodka has announced a sponsorship with The Ohio State University Department of Athletics, beginning August 2024, which was brokered through the department’s multi-media rights partner Learfield. Buckeye Vodka will be available at all events throughout the year at both the Ohio Stadium and the Schottenstein Center, and fans can enjoy the Ohio-made vodka at collegiate football and basketball games.
Products
Big 12 Launches ‘What’s Next’ Campaign to Spotlight Refreshed Brand
The Big 12 Conference has unveiled its latest campaign, “What’s Next.” Revealed by Commissioner Brett Yormark at the 2024 football media day in Las Vegas last month, the campaign celebrates the conference’s expansion to 16 teams and further introduces a new look and feel as part of the Big 12’s brand refresh. The brand anthem is voiced by Grammy nominated duo and UnitedMasters’ artists, Earthgang. This is the first time that all 16 institutions within the conference have been celebrated together through the campaign including new members Arizona, Arizona State, Utah and Colorado. The new campaign also unveiled more of the conference’s rebrand efforts, introducing new logo designs and branding elements for the conference. The conference has developed a secondary, sport-specific logo system that spans across 18 sports and its 16 member institutions.
