Loyalty360 Reads: L.L. Bean Brings Privacy Bill Concerns to State Capital, On the Road with NBA All-Stars, and BetMGM and NHL® Announced Partnership Extension

L.L. Beans Gives the Boot to Proposed Data-Privacy Bill 

One of Maine’s most recognized brands, outdoor retailer L.L. Bean, went to the state capital to voice its opposition to a data-privacy bill introduced in May 2023 by Rep. Maggie O’Neil. The legislator’s bill is based on a proposed federal law — now stalled — supported by privacy advocates. L.L. Bean claims O’Neil’s bill would create “unnecessary burdens” for companies.  

The brand encouraged lawmakers to follow privacy regulations that are currently enacted in other states instead of creating different ones for Maine. While L.L. Bean did not name a specific law, the company’s testimony echoed proposed regulations included in another proposed privacy bill with tech industry support, developed with input from notable names like Meta and Charter Communications. The alignment of a family-owned retailer and a global tech giant reveals how complicated resolving data and privacy questions has become in the U.S. 

Maine’s Sen. Lisa Keim’s proposed bill — the rival to O’Neal’s — is based on legislation passed in 11 other states. Keim’s bill has support from the Maine State Chamber of Commerce.  

“L.L. Bean was incredibly instrumental in how we looked at language and what we’re doing,” says Sen. Keim.  

However, Keim’s industry-friendly bill received criticism, and she eliminated some exemptions for small businesses, nonprofits, and academic institutions while adding “opt-in” requirements for data collection. Support from the Chamber and tech industry has wavered, especially with the inclusion of “opt-in” requirements.       

A December work session brought O’Neal and Keim together, and O’Neal would like to find some middle ground.  

“One thing I’ve been thinking about is how can we take the elements that are both in my bill and Sen. Keim’s bill and harmonize those,” says O’Neil.  

Keim is less inclined to see the bills combined due to key differences.   

And the venerable L.L. Bean? No comments were made following Keim’s changes made in her proposed bill. What will happen next remains to be seen. 

View Rep. O’Neal’s proposed bill here and Sen. Keim’s proposed bill here.   


NBA All-Stars Are Road Warriors for Hotels.com 

Hotels.com has teamed up with NBA giants Nikola Jokić (Kia NBA MVP) and Jimmy Butler (2023 Eastern Conference Finals MVP) for a fun campaign called Hotel like a ProTM. Off-court, NBA players often face a grueling travel season and move from hotel to hotel.  

The campaign released featured films during Christmas Day games spotlighting Jokić and Butler as they teach hotel hacks to fellow teammates Peyton Watson and Jaime Jaquez Jr. The campaign turns on the fun as Jokić seeks pet-friendly hotels with his pony, and Butler compares coffee choices, sniffing from cup to cup.  

The campaign also highlights One Key, Hotels.com’s recently launched rewards program. 

“This campaign is rooted in the insight that being on the road for over 40 games and 40,000 miles every season makes NBA players quite the hotel experts,” says Michele Rousseau, Expedia Group’s Senior Vice President of Global Marketing. “Teaming up with last season’s NBA conference MVPs adds that winning touch, inspiring fans to find their perfect somewhere and make the most of their hotel stay.” 

Check out Hotels.com/NBA “Pony Friendly” video here: https://youtu.be/r6eY9EEU0aE?si=8Id8_52-oRCQDs3u.  


A Good Bet: BetMGM and the NHL® Extend Partnership 

BetMGM and the National Hockey League (NHL®) announced a multi-year North American partnership extension, allowing BetMGM to continue as an Official Sports Betting and Gaming Partner. BetMGM promises VIP fan experiences and will develop team and League-branded casino games.  

“Our partnership extension with the NHL enables us to enhance the BetMGM product and offer fans unforgettable entertainment built around the game they love,” says Adam Greenblatt, BetMGM CEO. “The NHL is more thrilling than ever – a symphony of athleticism, teamwork, and skill on skates. We look forward to bringing our customers exceptional live experiences and new content.” 

“We are thrilled about our partnership extension with BetMGM,” says Jason Jazayeri, NHL Vice President, Business Development. “The evolution of our partnership with BetMGM will focus on building unique and compelling fan experiences, as well as event activation and media programming, all with an eye towards delivering exciting new ways for our fans to interact and engage with the sport they love.”  

BetMGM, a sports betting and iGaming operator, also promotes responsible gaming and is a partner of the American Gaming Association’s Have A Game Plan alongside the NHL.® Bet Responsibly.™ public service campaign. BetMGM’s GameSense is offered as a resource to encourage customers to play responsibly.   

Learn more about BetMGM’s safe gambling and CSR efforts here: https://www.betmgminc.com/who-we-are/corporate-social-responsibility/   


Read More on Trends, Updates, and Industry Leaders   


Original Article Links:   

L.L. Bean tips the scales in state privacy fight 

NBA All-Stars Nikola Jokić and Jimmy Butler Reveal Their NBA Life on The Road in New Hotels.com Campaign 


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