Rakuten Chose Golden State Warriors To Grow in the US

What: Rahul Kadavakolu, Executive Director of Global Marketing & Branding, Rakuten Group, talked about the Japanese brand's recent Golden State Warriors sponsorship, during Portada's 2017 Sports Marketing Forum.
Why it matters: The sponsorship represents the biggest NBA jersey sponsorship contract to date.

On September 12th, the Golden State Warrior announced they came to terms on a three-year jersey sponsorship deal with Japanese e-commerce company Rakuten. The jersey patch deal is reportedly worth US $20 million a year.

Today, during the 2017 Sports Marketing Forum in New York, Rahul Kadavakolu, Executive Director of Global Marketing & Branding, Rakuten Group, was the first person to talk about the deal, on behalf of the e-commerce giant. The brand is not only going global, but it is also making changes to its products so that each of them includes the name Rakuten, for example, Rakuten Viber, instead of just Viber.

Although soccer is growing, we needed something to amplify what we are doing in the U.S., therefore Golden State.

Rakuten has chosen sports to grow bigger and more global. Its FC Barcelona sponsorship is key for this strategy. But, "although soccer is growing, we needed something to amplify what we are doing in the U.S., therefore Golden State," explained Rohan. He added that the Warriors is a winning team and Rakuten's headquarters here is in the Bay Area: "It only was a logic conversion."

Now, the Warriors will include an ad patch on its jersey, and it will also rename its practice facility to "The Rakuten Performance Center."

 

Obtain major insights about passion point marketing (Sports, Multicultural etc). PLUS: Get 1:1 introductions with senior brand and agency executives.


Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.