A unique twist on shirt sponsorship

Will this different approach to sponsorship pay off?

Paddy Power Huddersfield Town sponsorship

Wrapping up a memorable career with 15km silver in Quebec City

Alex Harvey, thanks for the memories...

New brand initiative for Cross Country Canada

Excited to see this soon...

Highlight of the week in Alberta...

...a ski up to Blueberry Hill in Peter Lougheed Park

Bold new corporate funding strategy for U sports

U sports (formerly CIS) is engaging International Management Group (IMG) for the initiative. The consolidated strategy (for all 56 participating Canadian Universities) delivers a much stronger marketing proposition than the current fragmented approach. Will be watching with interest.
U sports launches national strategy to attract corporate funding - via Globe and Mail

Nissan continues to see value in Champions League Sponsorship

Nissan and Champions League sponsorship - via The Drum

Canada’s amateur sport organisations step up their marketing game

Some good Canadian reference points here. For my money, the ghost bikes don’t quite engage like the more personal alpine skiing stories.

Globe and Mail Article: Canada’s amateur sport organizations step up their marketing game

Online assets key to new sponsorship deal for UK premiership rugby.

J. Gallagher (Insurance Broker) is the new sponsor for UK premiership rugby.

Sports leagues and teams chase online ad budgets - via Digiday

Pyeongchang Olympics statistics

A couple of the notable statistics mentioned:
German brewery Krombacher shipped 3500 liters of non-alcoholic beer to athletes village. The German athletes recovery drink!
The secret to Norway’s success - “No jerks” policy and... snow.
Klaebo of Norway - 3 Gold medals.
More at the link below:

Summary of Olympics via BBC Sport

Cross Country events medals table

Comcast Jessie Diggins ad...

Very nicely done. A first for US cross-country (Olympic gold) - also well played by Comcast and ad agency (72andSunny). Let’s not forget Kikkan Randall the other half of the relay team. A rare moment.

Comcast Jessie Diggins ad - via Adweek

A small selection of cross-country Olympic highlights

Winter Olympics final medal standings

A few more sponsorship examples

Comparing the relatively discreet new NBA shirt sponsorship with some well established examples.

A new cross-sport marketing model?

How about cross country skiing and hockey (...OK maybe not hockey) or skating/running/cycling?

The Open and Manchester City partnership - via The Drum

Harvey unable to push hockey off the front page...

...and not even a photo.  This is arguably the top event (think 100 meters in the olympics) of the world championships.  Poor marketing, perceived level of interest in this story - or both?

Impressive performance, Alex Harvey 50km world champion...

... and an Englishman in a photo for 4th ?!

Age and/or incompetence...

...perhaps both catching up with me.  That aside, a beautiful day in Gatineau Park for the Loppet.

A new dynamic for some athlete/sponsor relationships in the US

The current political climate is presenting new challenges for big name (brand) athletes and their sponsor relationships.  "Neutrality not an option...?"

Digiday article here:
The new athlete/sponsor brand dynamic

Gatineau Loppet 2017

Are you ready...