Minnesota Timberwolves Add Digital Safety Provider Aura as Jersey Patch Sponsor
In what has been an offseason of trading for the Minnesota Timberwolves, the organization today announced its new jersey patch partner and digital security provider, Aura.
The Timberwolves partnered with Excel Sports Management last summer to help find a partner who could be fully integrated into their business ecosystem. The partnership with Aura is a multi-year agreement that will include the title of Presenting Partner of the season, as well as signage in the arena and on the field. The deal also includes Minnesota Lynx and T-Wolves Gaming.
“We were in this process with Excel for over a year and no one could have planned or thought about what it would be like with a disrupted season and a shortened season without fans,” said Ryan Tanke, COO of Timberwolves and Lynx. . “The alignment of the two organizations, our common values, was evident from the start. Aura is an organization rooted in the power of diversity and inclusion. This is something that is very important to us.
Fitbit was the organization’s first jersey patch sponsor with their three-year partnership ending last June. In July, former New York Yankees star Alex Rodriguez and e-commerce mogul Marc Lore officially joined the ownership group after the first installment of the franchise’s $ 1.5 billion sale was approved by the NBA. The pair are expected to take majority ownership of the team in 2023.
In a separate transaction, Aura will also partner with Wolves star Anthony Edwards in a multi-year deal. As the organization’s official digital security provider, all Timberwolves and Lynx employees will have the option to select Aura as their digital wellness benefit through HR integration.
“Historically, the Timberwolves have focused on wellness in the Twin Cities and the Midwest,” said Hari Ravichandran, CEO and Founder of Aura. “The space in which our business is based is digital wellness. As we started to talk about the concept of wellness and how you should think about physical, mental and digital wellness as part of your life, it really resonated with them and we were excited about the value we could bring to the Minnesota community too.
In an interview last June, Excel Senior Vice President and Head of Properties Jason Miller spoke about the opportunities offered by the Minnesota market.
“Minneapolis and St. Paul are consistently ranked among the 10 fittest cities in America,” Miller said. “They also rank first among the 30 largest metropolitan areas in terms of the number of Fortune 500 companies per capita. When you look at that and the strategic partnerships the organization has with the Mayo Clinic, the Minnesota Business Market, the health and wellness industry, it’s a great way for a business to drive its business and its different vertical sectors.
As they enter the first year of their partnership, the Timberwolves and Aura are planning several events and activations to help educate fans on the importance of digital security with the theme of the importance of having a good defense.
Aura’s first promotion extends a limited-time offer to Timberwolves fans ahead of the home opener. Fans can purchase a single ticket to any regular season home game by Tuesday, September 28 and receive two free tickets to the home opener against Houston, courtesy of Aura.
“We want this to go beyond just having a logo for visibility and more about how we can actually do things in an integrated way to support the [Timberwolves’] mission around well-being, diversity and inclusion and align it with digital well-being, ”said Ravichandran. “We love the culture of starting with a young team and building on the next five years and educating the general population on some of the loopholes that surround their digital lives. We both hope to achieve this with this partnership.