The token economy of European soccer is booming, and the revolution is led, in large part, by Socios. The company enables fan engagement in a new way, enabling blockchain-backed access to an ongoing range of giveaways, activations, and live experiences with sports organizations. And on Tuesday, the company announced that Paris Saint-Germain superstar Lionel Messi will be its first ambassador. Reuters reported that the three-year deal is worth an estimated $20 million.
Boardroom, St. John’s University Team Up for NIL-focused Partnership
On Tuesday, Boardroom announced a multi-year partnership with St. John’s University that will focus on expanding NIL-focused partnership. The strategic relationship empowers St. John’s student-athletes in a new NIL landscape, providing them with access to a wide range of Boardroom content and exclusive opportunities. As part of the partnership, Boardroom will provide key editorial collaboration around select NIL announcements, provide resources for storytelling and content development, and deliver unique access to and experiences with the company’s executives.
Kyle Kuzma Suits Up to Reveal New Wizards City Jerseys
Cherry blossom season has descended upon Washington, DC. As the blooms pop off, the Washington Wizards are paying homage to the city’s crown flora with its latest “Bloom City” jersey rendition. The team unveiled the collection on Tuesday in a new campaign fronting fashion icon Kyle Kuzma. The collection is a departure from the team’s traditional City Edition jerseys, which have each leaned on a reliable patriotic pallette.
Weedmaps, Killer Mike Team Up for Celebratory Cannabis Docuseries
The proliferation of cannabis consumption in the U.S. has sparked a new series from Weedmaps. The company announced on Tuesday that it has teamed up with rapper and entertainer Killer Mike for a new project, which will go deep on the celebratory cannabis culture across the country. The show will make four stops in Las Vegas, New York, San Francisco, and Chicago and spotlight different players in cannabis culture, from purveyors to users. The show will premiere on ViceTV on April 20. The announcement came on the eve of the House Rules Committee‘s hearing that would decriminalize cannabis at the federal level.
USMNT Star Sergiño Dest Joins BioSteel Team
The United States Men’s National Team is on the precipice of World Cup qualification. The squad needs to win, draw, or lose by less than 7 to punch their ticket to Qatar in tonight’s matchup against Costa Rica, and they will be backed by the shutdown defense of its star back Sergiño Dest. On Tuesday, Dest was announced as BioSteel’s newest ambassador, joining a stacked bench of athletes that also includes Christen Press, Patrick Mahomes, and Luka Dončić. The hydration and recovery company also serves as an official sponsor of U.S. Soccer.
Lululemon Reports Record $6.3B in Revenue in 2021
There is just something about a new pair of lululemons. The Canadian athleisure brand cashed in on the global surge in the market, posting its most profitable year in history. The company announced on Tuesday that it posted a record $6.3 billion in revenue during the last fiscal year, which included $2.1 billion in the fourth quarter. This week, the company debuted its new tennis line co-designed by phenom, Leylah Fernandez.
Sorare and MLS Launch New NFT Fantasy Offering
Fantasy football is coming to the MLS. French company Sorare and the MLS announced their new partnership on Tuesday, unveiling a brand new NFT-based fantasy soccer experience for fans. The offering sits at “the intersection of sports, gaming, and technology,” and appeals to a younger, technologically savvy generation of soccer enthusiasts. Sorare has a wide range of partnerships across European soccer, but the deal represents its first in the United States.
Corona Expands Sports Portfolio with MLB Partnership
Snoop isn’t the only superstar cracking open a cold Corona these days. The beer company toasted its latest collaboration, becoming the official beer of Major League Baseball. With the announcement of the multi-year partnership, the company will also create content for MLB Network and offer in-game branding at ballparks around the country.