April 5, 2022

SBJ Atlas – April 5, 2022

SBJ Atlas

Analyzing men’s and women’s Final Four players, sponsors and more

WWE sponsors activating around AT&T Stadium for WrestleMania

WrestleMania returns to AT&T Stadium this weekend for the first time since ‘16, and at least one third of WWE’s 30 corporate sponsors are activating this weekend. Snickers, the event’s presenting sponsor since ‘16, will be distributing samples in the WWE 2K22 gaming lounge at Superstore Axxess. 2K is also a presenting sponsor, making it the first time two brands have shared the role for WrestleMania. SuperCard, 2K’s mobile game brand, will drop a commercial featuring Roman Reigns and The Usos to promote its new season. DoorDash will also debut a new spot featuring Bianca Belair, Drew McIntyre and Sheamus in-stadium on Saturday night. WWE and DoorDash will each donate $50,000 to build kitchens for five Dallas-based charities. Mike’s Harder, new to the WWE roster this year, will promote the launch of its Harder Half Lemonade + Half Tea. Shinsuke Nakamura and Rick Boogs will have a branded entrance onsite. Cricket Wireless is the presenting partner of Peacock’s Saturday and Sunday night Kickoff Show and will sponsor the Cricket Fan

SBJ Atlas market report: Coca-Cola leading way around men’s Final Four

As the men’s Final Four tips off on Saturday night in New Orleans, Coca-Cola will hang above the rim with more partnerships in the market than any other brand. In addition, Coca-Cola carries sponsorship deals with 33 of the 68 schools from the March Madness field and holds a Corporate Champion partnership with the NCAA. Of the Final Four teams, Kansas is the only team not on Coca-Cola’s sponsorship roster. The second most active brand in New Orleans, Raising Cane’s, holds partnerships with 10 teams from the NCAA field, while the third most active brand in the region, Hancock Whitney, holds a deal with LSU.

Cavaliers get new patch sponsor for ’22-23 season

The Cavaliers have expanded their multiyear agreement with Cleveland-Cliffs that will see the Fiat-rolled steel producer become the team’s jersey sponsor starting with the ’22-23 NBA season. Financial terms of the patch deal were not available. Goodyear has been on the Cavaliers’ jerseys since ’17, when it signed a deal with the team that was reportedly valued at $10M annually. Cleveland-Cliffs’ company HQ is less than a mile from Rocket Mortgage Fieldhouse in downtown Cleveland. Currently, the Wizards and Grizzlies are the only NBA teams without a patch deal (SBJ).