Assembly, CP+B Help Score With Sports Marketing Platform

This year, is launching a multiplatform sports marketing strategy and the online travel brand is now rolling out its first two partnerships. worked with MDC Partners agencies Assembly and Crispin, Porter + Bogusky (CP+B) on the execution, which includes exclusive integrations on weekly ESPN sports segments, along with a significant brand presence in TNT's sports programming.

For TNT, is sponsoring the weekly segment “Shaqtin’ a Fool, as part of the Inside the NBA program hosted by Shaquille O’Neal. This sponsorship runs weekly for the entirety of the NBA regular season and will feature exclusive custom content with Shaq and spokesperson Captain Obvious. and Captain Obvious branding will run in opening graphics, leading into five “Fool” moments, showcasing a countdown of blooper reel moments from the past week in the NBA. 


advertisement will also be the presenting sponsor of two 30-minute Shaq-starring specials, one will air during the All-Star break and the other in the playoffs. 

Digital components of the sponsorships include full ownership of the “Fool” content and hub on, with video highlights, Facebook posts, and Twitter handle promotions (NBA, TNT NBA).

For ESPN, will have category exclusivity for the sports channel's Super Tuesday sponsorship, featuring an integration with Captain Obvious. As part of this promotion, pop-up animation will "state self-evident, game-related questions to the announcers," say agency executives. will also have a presence across the portfolio of ESPN’s networks, including ESPN, ESPN2, ESPNU, SEC Network, and ESPNews during its prime-time shows for 10 weeks running through March. Mentions include opening graphics, scoreboard, bottom ticker, transition graphics, and even plugs during the day and before games. 

Sports has always been an important market for, but the company wanted to get involved with integrations at a much more visible level this year.

“Sports ignite passion in consumers, and insights have proven that sports fans are also committed to seeking out aspirational travel experiences,” stated Martin Cass, CEO of MDC Media Partners and Assembly., owned by parent company Expedia, offers online hotel deals in more than 60 countries. 

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