AXW Weekly Update

June 16, 2017 | Vol. XIX


Capital One & Coke Crack Sponsor Top 10

The partnerships that the NCAA has with Capital One and Coca-Cola have become two of the most recognized in sports, according to the fifth annual NCAA Sponsor Loyalty survey. The bank and soda brand each were correctly identified by nearly half of the college basketball fans in the study. Capital One, an NCAA partner since 2010, spent an estimated $44.2 million to advertise during telecasts of this spring’s college basketball postseason tournaments. Coke’s strong showing was bolstered by the 51 percent of fans who correctly identified the brand’s official sponsor status, the highest rate any brand in the NCAA study has ever received among that fan segment. (Read More)



PFL and DIS announce event during Coke Zero 400 weekend

The Professional Fighters League, together with Daytona International Speedway and NBC Sports Group, announced that PFL: Daytona will take place on Friday, June 30 as part of the Coke Zero 400 Weekend. The event will bring elite MMA talent and the excitement of televised fights to Daytona International Speedway, and will set the stage for the Professional Fighters League’s January 2018 debut in a showcase of what’s to come. (Read More)




High Brew Coffee takes its product on a nationwide road trip

High Brew Coffee Inc., the Austin-based consumer beverage maker that recently landed a big series B funding round, is hitting the road this summer with a nifty marketing campaign called the #HighRoadTour. The tour will be hitting the road in a completely refurbished vintage 1952 GMC Coach bus that has been dubbed the #HighBrewLiner. The bus will be making stops all over the country to introduce consumers — especially millennials — to the premium, ready-to-drink cold brew coffee. (Read More)


Why the Super Bowl Will Remain Liquor-Free

As much as the NFL’s media partners welcome the chance to usher in an untapped category, liquor marketers effectively will be shut out of Super Bowl LII and LIII. The league hasn’t issued any restrictions on Super Sunday spirits ads, but Anheuser-Busch’s existing deals with NBC and CBS grant it exclusivity in the alcohol category during the Big Game. (Read More)


How the NBA Became the World’s Most Tech-Savvy Sports League

Game 1 of the NBA Finals, Golden State Warriors superstar Stephen Curry faked out LeBron James and hit a wide-open 3-pointer. Moments later, my phone buzzed with the arrival of a video courtesy of the Warriors’ Messenger bot. The Israeli startup behind that tool, WSC Sports) Technologies, is a model beneficiary of an ecosystem the NBA has built over the last few years to discover and evaluate new technology, and which revolves around ongoing informal communications between the league’s home offices in New York City’s bustling midtown and the posh corridors of Silicon Valley’s venture capital community. (Read More)


The Original Most Interesting Man Is Back – In a Tequila ad

The original Most Interesting Man in the World is back in a cocktail bar surrounded by two fawning women. But this time he’s sipping tequila, not a Mexican beer. Jonathan Goldsmith, who played the iconic Dos Equis character from 2006 until last year, is starring in a new video for Astral Tequila that borrows creative elements from the classic beer campaign. “I told you, I don’t always drink beer,” he says in the video, referencing the Dos Equis line. Then he simply says, “Astral tequila. (Read More)


The Key Ingredients Behind The Great Gatorade Gx Platform

This Fall, Gatorade is expected to launch a major new online offering to the market. The Gatorade Gx platform, including customizable hydration pods, creates a new, direct-to-consumer business model for Gatorade and more sustainable product delivery system. Building on years of science and research at the Gatorade Sports Science Institute, Gx incorporates compelling aspects of the latest trends in personalization and customization. (Read More)


Amazon to buy Whole Foods Market in deal valued at $13.7 billion jolted the grocery industry Friday when it announced plans to buy Whole Foods Market, introducing new uncertainty to a sector already struggling to keep up with growing competition. The $13.7 billion deal heightens a years-long battle between Amazon, the Internet darling, and powerhouse merchants such as Walmart, which recently beefed up its online operations with a $3.3 billion purchase of an Amazon competitor. (Read More)