Shooters Luck
Sometimes, in sports sponsorship, being in the right place at the right time can be just as important as having the right strategy.
The Dallas Mavericks’ recent stroke of luck in the NBA draft lottery is a prime example. With only a 3% chance of landing the No. 10 pick, the Mavericks defied the odds, and the result has been a surge in both ticket demand and corporate sponsorship interest. According to Sports Illustrated, the team’s front office was immediately flooded with requests from companies eager to align themselves with the Mavericks’ newfound momentum and the possibility of drafting a future star like Cooper Flagg. While the Mavericks have not disclosed specific figures, sources close to the team estimate that the new sponsorship deals and premium ticket sales could bring in several million dollars in additional revenue for the upcoming season.
Elsewhere, the intersection of luck and timing is playing out in other sports. Perplexity AI, a rapidly growing artificial intelligence company, has made its first significant move into sports sponsorship by signing a multi-million dollar deal with Formula 1 icon Lewis Hamilton. The partnership, announced earlier this month, is reportedly valued in the “multi-million dollar” range, according to SportsMint Media. Aravind Srinivas, CEO of Perplexity AI, said, “Partnering with Lewis Hamilton is a dream scenario for us. We’re a young company; aligning with a seven-time world champion is a stroke of luck and timing. We believe this partnership will accelerate our brand awareness worldwide.” The deal puts Perplexity AI’s logo on Hamilton’s helmet and racing suit, giving the company global exposure when AI is a hot topic in business and sports.
In Canada, the Edmonton Elks and the Alberta government-owned gaming platform Play Alberta have agreed to a $5 million, multi-year naming rights deal for the football field at Commonwealth Stadium, now officially called Play Alberta Field. The agreement, announced by Alberta Gaming, Liquor and Cannabis (AGLC) CEO Kandice Machado, comes as the Elks look to revitalize their brand and stadium experience. “This partnership is about more than just a name,” Machado said. “It’s about supporting the community and creating new opportunities for fans and players alike.” The timing was fortuitous for both parties, as the Elks sought a new revenue stream, and Play Alberta was looking to expand its presence in the province.
Across the Atlantic, the Irish PGA Championship secured a new title sponsor in Flogas just weeks before the tournament after a previous sponsor unexpectedly withdrew. Michael McCumiskey, Secretary of the PGA in Ireland, told Golf Business News, “We were fortunate that Flogas saw the value in stepping in at the last minute. It’s a reminder that you must be prepared in this business—but you also have to be lucky.” The deal's value was not disclosed, but industry sources suggest it is in the low six figures, a significant boost for the event and a timely lifeline for organizers.
These recent deals across basketball, motorsport, football, and golf all share a common thread: sometimes, luck is the X-factor that turns opportunity into success. As the Mavericks’ general manager, Nico Harrison, told reporters after the lottery, “You can do everything right, but sometimes you just need the ball to bounce your way.” For brands and teams alike, the lesson is clear—preparation is essential, but never underestimate the power of a little good fortune.