PepsiCo Extends 28-Year NFL Deal

PepsiCo and the National Football League today announced that both parties have agreed to renew their 28-year partnership with a new, multi-year agreement starting in 2012. The deal, according to the Wall Street Journal, is valued at nearly $100 million per year, and could see Pepsico spending up to $2.3 billion through 2022, less than half of which devoted to rights fees. Both parties will ...

Courtyard by Marriott Now The Official Hotel of the NFL

Marriott International has signed a multi-year deal with the National Football League to be the exclusive lodging category sponsor, led by its Courtyard by Marriott brand becoming the "Official Hotel Sponsor of the NFL." Terms of the deal were not disclosed. "This is the marriage of two powerhouse brands," said Brian King, senior vice president, Select Service and Extended Stay Brand Manage...

Three's A Crowd? Top Cycling Team Names Trio of Title Sponsors

One of cycling's top teams will have three different title sponsors the next time you see them on the road. RadioShack and Nissan are joining the Leopard-Trek World Tour Team as sponsors for the 2012 and 2013 seasons. The new team will be one the TV people will no doubt love: the RadioShack-Nissan-Trek Professional Cycling Team. “In modern cycling you cannot move forward without strong spon...

Four Years Later.. London 2012 Reaches £700m Sponsorship Goal

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has reached its domestic sponsorship goal - £700 million. LOCOG confirmed that Westfield has become the Official Shopping Centre Developer and 44th domestic sponsor of London 2012 in a tier three deal. Westfield’s 1.9 million sq ft Stratford City development is directly adjacent to the Olympic Park and it is ...

New Investors Look To Give Miss America A Sponsorship Makeover

Driven by a new investment partnership, the Miss America Organization is getting ready to undergo a massive makeover. Private equity firm, Hilco, and licensing expert, Infinity Lifestyle Brands, have teamed up to transform Miss America, the business, into a major player in the sponsorship and licensing world. Through the new partnership, Infinity and Hilco hope to evolve Miss America into a con...

Professor: Super Sponsors Outperform S&P

Do companies that invest in sponsorship, as a general rule, outperform those that don’t? That's the assertion of a new study by by Professor Jonathan A. Jensen of Columbia College Chicago, which was recently published in the International Journal of Sports Marketing & Sponsorship. The survey looked at 50 major US corporations including NIKE, AT&T, Coca-Cola, VISA, McDonald’s and Ford over a...

Cubs Renew Beer Deal Which Began in the 50's

After some concern by fans, Pabst Brewing Company's Old Style beer will be back at Wrigley Field through 2013. Old Style has been available to fans at Wrigley since 1950. "For more than six decades Cubs fans have been drinking Old Style beer at Wrigley Field and it has always been part of the game day experience at this legendary ballpark," said Daren Metropoulos, co-owner of Pabst Brewing ...

Barefoot Running Brands Dip Their Toesocks Into Sponsorship

Injinji, maker of the odd-looking, but patented Performance Toesock, which is designed to provide the freedom of being barefoot with the added protection of a sock, will sponsor an obvious fit: The New York City Barefoot Run. While there are many skeptics of barefoot running, sponsorship sales pros may want to consider getting a piece of the trend as brands jockey for their place in the movemen...

Vikings Loading Up On Spirits Deals

The Minnesota Vikings are taking full advantage of their new ability to sell sponsorship to the spirits category. Days after announcing it had secured E&J Brandy as a team partner, the NFL team has also signed a three-year tequila deal. Under terms of the deal, Familia Camarena Tequila will receive rights to the Minnesota Vikings logos, as well as in-stadium brand exposure during all Vikings r...

Enrique Iglesias Dials Up Tour Sponsor

Mobile service provider, MetroPCS, and handset partner, Huawei, will be the presenting sponsors for the Enrique Iglesias's new tour kicking off later this month. The 19-city tour, entitled the Enrique Iglesias Euphoria Tour, will feature Pitbull and bachata artist Prince Royce, offering MetroPCS customers the opportunity to win products and exclusive experiences with Enrique. Running throug...