Tag Archives: brand

Royal Caribbean Inks Shanghai Rolex Masters Sponsorship

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Royal Caribbean Inks Shanghai Rolex Masters Sponsorship

Royal Caribbean International has solidified its commitment to the Chinese market by renewing its partnership with the Shanghai Rolex Masters tennis tournament.

The cruise line will continue as the Official Cruise Line Partner for the 2026 and 2027 editions of the event, marking a strategic extension of its high-profile sports marketing initiative in the region.

The renewed multi-year deal sees Royal Caribbean retaining its title sponsorship of the “Royal Caribbean Masters Practice Court” at the Qizhong Forest Sports City Arena and maintaining its exclusive branded skybox, offering guests premium viewing and interactive experiences.

This collaboration aims to fuse the world of elite sports with the brand’s signature “Live. Love. Cruise.” vacation lifestyle.

Benjamin Bouldin, Vice President and Managing Director, Greater China at Royal Caribbean International, stated that the partnership aligns with the brand’s mission to create deep connections with consumers’ passions.

“As an international brand also rooted in Shanghai, we are honored to renew our partnership with this iconic tennis event,” Bouldin said. “We believe exceptional experiences are not just about ‘arriving,’ but about resonating deeply with what people love”.

Michael Luévano, Tournament Director of the Shanghai Rolex Masters, welcomed the continued alliance, noting Royal Caribbean’s success in integrating its vacation concept into the event last year and creating memorable fan interactions.

Norwegian Targets Marketing Overhaul with New Leadership, Leaner Spend

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Norwegian Targets Marketing Overhaul with New Leadership, Leaner Spend

Norwegian Cruise Line Holdings is moving to rebuild its marketing function at the Norwegian Cruise Line brand, bringing in new leadership and cutting overall spending, said Chairperson and CEO John Chidsey.

Speaking on the company’s first quarter 2026 earnings call, Chidsey acknowledged that marketing underperformance has been a significant part of the brand’s occupancy shortfall, and that correcting course will require both new personnel and a more disciplined approach to how dollars are allocated.

“We are looking to bring in new leadership in marketing at NCL and better align that function with revenue management, deployment, and sales,” Chidsey said. “This work is critical and will strengthen the business over time, but it may result in some near-term variability in top-line performance as we work through these initiatives.”

NCLH recently completed a search for a new chief people officer, and Chidsey said the company is continuing to build out its revenue management team, noting that new hires across both functions have not yet fully gelled, contributing to the wide guidance range the company issued for the full year.

On the spending side, NCLH expects to reduce marketing outlays as part of a broader spending cutback.

Chidsey said the company had lost its way on marketing efficiency, saying that spend had grown disproportionate to results over the past several years.

“Our spend increased dramatically, and we’re not nearly as efficient as our competitors,” Chidsey said.

CFO Mark Kempa offered a stark data point on the inefficiency, noting that NCLH had been spending approximately twice as much per berth as competitors.

“It’s about putting the dollars to work in the right places versus volume,” Kempa said.