ISSUE 23 | 22 NOVEMBER 2021
Merivale Is Taking Over Food And Beverage At The Sydney Cricket Ground And Sydney Football Stadium
Hospitality giant Merivale has taken over the catering rights to the Sydney Cricket Ground (SCG) and secured the inaugural catering rights to the Sydney Football Stadium (SFS) for its opening in 2022. Merivale beat out 14 other hospitality companies for the contract and will employ over 1,000 staff across the two venues. The six-year rights agreements will see Merivale provide food and beverage at the two premier Sydney venues until at least 2027.
Taking a step up from the standard stadium fare, the venues will now offer options such as spring rolls, noodles, pizza, and gelato, with Merivale’s team of executive chefs coming together to shape the offering. While there will also be iterations of several Merivale venues littered throughout both the SCG and SFS, with spinoffs of the Coogee Pavilion and French brasserie Felix already confirmed for the SCG offering.
Nike Creates NIKELAND On Roblox
Nike has recently launched NIKELAND on Roblox. The immersive 3D world uses Nike’s world headquarters as a backdrop and encourages users to connect, create, share experiences, and compete, building on the brand’s goal of turning sport and play into a lifestyle. The launch of NIKELAND will be brought to life in December through a custom Snapchat lens at Nike’s House of Innovation in New York City.
NIKELAND will be free for anyone on Roblox to use and interact within, breaking down one of the biggest barriers to sport globally – accessibility. While it will also offer other exciting features such as games, including tag and dodgeball, a creator toolkit for users to create their own mini-games and an ability to connect to real life movement through accelerometers in mobile devices, encouraging users to get more active.
Latest On Crypto.com Arena And The Enormous Venue Naming Rights Deal
The STAPLES Centre, home of the LA Lakers and LA Clippers NBA teams, is set to undergo a name change, with Crypto.com signing a massive 20-year naming rights agreement worth upwards of US$700 million. The deal is one of the largest ever in professional sporting history and is believed to be the largest naming rights agreement in US history.
The venue will be rebranded as Crypto.com Arena from Christmas Day, with the Lakers hosting the Brooklyn Nets in the first game in the renamed stadium. All other venue signage is expected to be updated to Crypto.com branding by June of 2022. While the operator of the stadium, AEG, are still working through the exact extent of the partnership with Crypto.com.
Optus Sport Extends Lucrative EPL Rights Until 2028
Optus Sport have ended speculation about the lucrative English Premier League broadcast rights, signing a new agreement that will see them retain the rights in Australia until the end of the 2027/28 season. This is the second time that Optus have won the bidding to retain the broadcast rights, after they initially overtook the deal from Foxtel in 2015 and renewed it in 2018. The telecommunications brand has also retained the rights for the FA Women’s Super League until the end of the 2023/24 season.
The race for the rights to one of the most watched sports leagues in the world was hotly contested, with the saturated sports streaming market in Australia resulting in significant interest from several parties. Given the fierce competition, Optus CEO Kelly Bayer Rosmarin said the brand was “thrilled to be able to significantly extend their exclusive partnership with both the Premier League and FA Women’s Super League”.
Cooper’s Welcomes Victorians Back To The Pub
In celebration of the end of the longest ‘dry spell’ in the world, Coopers Brewery have created a huge welcome mat installation in Melbourne’s north. After spending a total of 267 days in lockdown, Coopers welcomed Melbournians back to the pub with a huge, beer-soaked welcome mat made of pub carpet outside the Terminus Hotel in Fitzroy North.
Tiktok Launches Major Brand Campaign Featuring Martha Stewart
Fast growing social media giant TikTok has launched a new brand campaign in Australia, featuring Martha Stewart alongside a number of well-known creators from the platform. The campaign, titled ‘You Have to See It’, showcases the storytelling affordances of the platform, while also highlighting popular content, such as baking tips, cleaning hacks and DIY videos.
The campaign focuses on the wonder, joy and hilarity that ensues when TikTok fans try and describe their favourite videos to their friends, capturing the theme that ‘you have to see it’. The ad spots will run across different mediums, from free to air TV and on-demand video services to online videos and cinema screens.
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