Purposeful Partnerships Report (Page 3)

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Nike, LEGO, E.l.f., and Bumble Lead the Way

Nike, LEGO, E.l.f., and Bumble Lead the Way

In this issue, we’ll dive into Nike and Lego Group’s exciting new collaboration, E.l.f.'s latest partnership with the Billie Jean King Cup, and Bumble’s continued commitment to women’s sports through their partnership with the New York Liberty. Let’s get started!

Elevating Tennis with Purpose: Insights from the 2024 National Bank Open

Live Sport Events

Elevating Tennis with Purpose: Insights from the 2024 National Bank Open

I had the unique opportunity to get a behind-the-scenes look at this WTA 1000 Tournament and witness the purpose-driven activities that Tennis Canada and its partners worked on throughout the tournament.

LIV Golf's New Initiative, Columbus Blue Jackets' Equipment Program, and Bupa's Support for Para-Sports

LIV Golf's New Initiative, Columbus Blue Jackets' Equipment Program, and Bupa's Support for Para-Sports

This week, we look into LIV Golf new in season sustainability initiative, the Columbus Blue Jackets new equipment program, and how Australian brands are getting involved in grassroots para athletics.

How Relegation Effects Premier League Team Sponsorships and Purpose Driven Initiatives

Research Projects

How Relegation Effects Premier League Team Sponsorships and Purpose Driven Initiatives

The relegation system is a cornerstone of European football, structuring leagues to demote the worst-performing teams and promote the top performers from lower divisions. This model is followed by the Premier League and the entire English football pyramid. The relegation system has created historic moments and intense drama throughout the

Arizona Diamondbacks’ Reusable Cup Program, Fijian Women's Rugby Breakthrough, and MLS’s Jersey Collaboration

Arizona Diamondbacks’ Reusable Cup Program, Fijian Women's Rugby Breakthrough, and MLS’s Jersey Collaboration

Welcome to the twelfth edition of the Purposeful Partnerships Report, the weekly newsletter highlighting purpose-driven partnerships in the sports industry. This week, we explore the Arizona Diamondbacks reusable cup program, Breaking barriers with Fijian Women's Rugby, and the MLS fresh take on defective jerseys. Let’s jump right

Halifax Tides FC: A New Frontier for Brands in Women's Sport

New Team Partnership Predictions

Halifax Tides FC: A New Frontier for Brands in Women's Sport

Introduction The Canadian women's sports market is growing at an unprecedented rate. Following an incredible inaugural PWHL season and the announcement of a WNBA expansion team in Toronto for 2026, the buzz has only intensified with the newest announcement of the first professional women's soccer league.

NASCAR’s EV Prototype, Wimbledon’s Green Legacy, and Real Betis's Eco-Friendly Partnership

NASCAR’s EV Prototype, Wimbledon’s Green Legacy, and Real Betis's Eco-Friendly Partnership

Welcome to the ninth edition of the Purposeful Partnerships Report, the weekly newsletter highlighting purpose-driven partnerships in the sports industry. This week, we travel around the sporting world as we explore NASCAR’s EV prototype, Wimbledon’s Sustainability Efforts, and Real Betis’s new sustainable partner. Let’s dive in!

Predicting Utah Hockey Club's Year 1 Partners

New Team Partnership Predictions

Predicting Utah Hockey Club's Year 1 Partners

The aim is to identify potential partners for the new team and determine which ones would be ideal for integrating purpose-driven partnerships during the team's historic inaugural season.

How the Toronto Blue Jays Can Elevate Their Community and CSR Sponsorships

Research Projects

How the Toronto Blue Jays Can Elevate Their Community and CSR Sponsorships

In this edition, we look into the Major League Baseball (MLB) and the league-wide usage of Community and CSR sponsor assets with a focus on the Toronto Blue Jays and how they can get closer to the league average in this category. Let's dive in!

Sustainable Football, Empowering Athletes: Highlights from UEFA, CLIF BAR, and Paralympics Ireland

Sustainable Football, Empowering Athletes: Highlights from UEFA, CLIF BAR, and Paralympics Ireland

In this edition, we shine a spotlight on UEFA's ambitious sustainability plan for EURO 2024, CLIF BAR's Athlete Coalition program, and Paralympics Ireland research initiative aimed at enhancing environments for Para athletes and coaches. Let's dive in!

Highlights from the Paris Olympics, Athletics Kenya, and ICC

Highlights from the Paris Olympics, Athletics Kenya, and ICC

we focus on international sports as we explore the Paris 2024 Olympics Sustainability Plan, the unique collaboration between Athletics Kenya and the Swedish Athletics Association, and the extension of the partnership between the International Cricket Council and UNICEF. Let’s dive in!

Purposeful Partnerships Report: RBC Canadian Open Edition

Live Sport Events

Purposeful Partnerships Report: RBC Canadian Open Edition

I attended the RBC Canadian Open PGA tournament this past weekend where the best of world golf was on display. I was on the lookout for any purpose-led partnership. I found partnerships with WM , YETI , and FedEx that I wanted to dig deeper into so without further adieu let's get into it!

Purposeful Partnerships Report: Toronto FC Edition

Live Sport Events

Purposeful Partnerships Report: Toronto FC Edition

I attended the Toronto FC game this past weekend which sadly ended in a 4-3 loss, but I was on the lookout for any purpose-led partnerships. I was able to find partnerships with BMO, GFL Environmental Inc., and One Tree Planted that I wanted to dig deeper into.

Amundi’s Golf Investment, Brentford FC’s Sustainability, and Fazer’s Paralympic Support

Amundi’s Golf Investment, Brentford FC’s Sustainability, and Fazer’s Paralympic Support

In this newsletter edition, we dive into Amundi’s investment in Women’s golf, the Premier League’s sustainability plan focusing on Brentford FC, and a bakeries partnership with the Finnish Paralympic Committee.

MLB x WM, DP World Tour’s Climate Action, and WNFC x Gridiron

MLB x WM, DP World Tour’s Climate Action, and WNFC x Gridiron

This edition of the newsletter dives into the MLB’s partnership with Waste Management (WM), The DP World Tour’s unique way of engaging fans regarding carbon emissions, and the Women’s National Football Conference and Gridiron Football’s groundbreaking partnership.

EA Sports FC Futures, WNBA & New Balance Collaboration, and SailGP’s Impact League

EA Sports FC Futures, WNBA & New Balance Collaboration, and SailGP’s Impact League

Welcome to this edition of the Purposeful Partnerships Report, the weekly newsletter that highlights purpose-driven partnerships in the sports industry. This week, we explore the EA SPORTS FC Futures program, the collaboration between the WNBA (Women's National Basketball Association) and New Balance to grow the game, and SailGP&