Third Longest Non-Sports Sponsorship Gets 18th Renewal

When you think of the longest running non-sports sponsorship, Macy's Thanksgiving Day Parade probably comes to mind, but how about the QuickChek New Jersey Festival of Ballooning?

What QuickChek calls the largest summertime hot air balloon and music festival in North America, held annually at Solberg Airport in Readington, New Jersey, has been sponsored by the chain of convenience stores (headquartered in Readington), for the past 18 consecutive years.

According to QuickChek citing an IEG report, that makes it the third longest running non-sports sponsorship behind Macy's Thanksgiving Parade (83 years) and the Southwest Airlines Chinese New Year Parade in San Francisco (20 years).

“We’re thrilled to have them back with us as we prepare for this year’s event and celebrate 28 years of family fun in 2010,” said festival executive producer Howard Freeman in a statement yesterday announcing QuickChek's renewal.

The festival has received numerous honors including the New Jersey Governor’s Award for Best Special Event as well as the American Bus Association designation as a Top 100 Festival in North America. This year's festival will draw more than 175,000 visitors to Readington on July 23rd-25th.