The Athletes First sports agency is expanding its arena of services with the launch of Athletes First Partners, an international sales and marketing services company.
A1P will work with Tokyo-based advertising and public relations company Dentsu Inc. to secure partnerships, create and distribute content, and produce owned-and-operated events. It will also be able to harness the offerings of Dentsu subsidiary Dentsu Aegis Network of media and advertising agencies with more than 40,000 employees in 139 countries.
A1P has already hit the ground with its first client, THINK450, a subsidiary of the National Basketball Players Association, to help its NBA players secure licensing and content opportunities and monetize collective sponsorships.
Athletes First co-founder and President Brian Murphy serves as A1P’s chief executive. Former National Football League and NASCAR executive Jim O’Connell is the new firm’s president. A1P Chief Growth Officer is Jene Elzie, previously the NBA’s vice president of international marketing. Vice president of sponsorship sales is Sean Downes, former chief executive of Medallion Sports Properties. Vice president of platform sales and client services is Matt Shulman, formerly vice president of property sales at Turner Sports.
Laguna Hills-based Athletes First was founded in 2001 and represents NFL players and coaches, ESPN broadcasters, Major League Baseball players and other athletes, including Packers’ quarterback Aaron Rodgers and Super Bowl MVP Nick Foles, in contract negotiations and commercial endorsements. Dentsu acquired a 33% stake in the agency in 2015 to help it expand its business in the U.S. and internationally.
Rapid Win
Costa Mesa-based Rapid Displays took home a bag full of trophies at this year’s 60th Outstanding Merchandising Achievement Awards presented by global nonprofit trade group Shop Association.
The retail display design and production company received 29 awards, including five golds for its work with clients Clinique, Brita, Stella Artois, Dr Pepper and Anki.
The annual awards show was hosted in Chicago and is considered the Academy Awards of retail display designs and merchandising companies.
Rapid Displays Vice President of New Business Development and Shopper Insights Ray Gottschalk said the company has participated in the awards for 20 years.
“It’s really rewarding to be recognized for the work, and we are excited to share these OMA Awards with our clients,” he said. “We take great pride in creating unique retail experiences, and a lot of hard work goes into the development of these retail programs.”
He said the company is working to implement technology that will offer a more immersive experience for shoppers. It’s also expanding its specialty packaging division and developing new influencer kits, which help brands deliver product messaging or brand experiences to influencers.
The company was founded in 1938. It creates permanent, semipermanent and temporary displays, as well as interactive displays for clients. Rapid Displays handles the entire process, from strategy to delivery in-house through its team of designers, manufacturers and logistics coordinators.
Billboard Dreams
There may be a few more Netflix ads splashed across the billboard near Angel Stadium in Anaheim.
The Silicon Valley streaming video giant is said to be making a $300 million offer to acquire West Hollywood-based billboard and display company Regency Outdoor Advertising, which owns a number of billboards in Los Angeles and Orange counties, including near Angel Stadium.
If successful, it would be Netflix’ largest acquisition to-date, according to Reuters, which quoted unidentified sources. The company made its first acquisition last year when it bought comic book publisher Millarworld for an undisclosed sum.
The news follows a January announcement by Netflix to its investors that it plans to increase marketing spend this year from $1.3 billion to $2 billion.
Regency Outdoor, founded in 1973, is owned by brothers Drake and Brian Kennedy.
Bits & Pieces
Joel Bulger left his post as chief marketing officer at Lake Forest restaurant chain Johnny Rockets Group Inc. last week for the newly created CMO role at eatery Zaxby’s Franchising LLC in Atlanta, where he’ll lead marketing, digital and social platforms and other advertising and partnerships.
