Live Nation, Carnival Embark On New National Alliance

On the heels of Live Nation's solid sponsorship quarter, the live entertainment company has unveiled a new wide-ranging national marketing alliance with Carnival Cruise Lines starting this spring. The alliance will support Carnival Cruise Lines’ “Hey America, Didja Ever” campaign, during and after live shows through Live Nation’s multi-channel distribution platform, VIP priority seating, in-ve...

Why Sponsorship Proposals End Up in the Trash...

If your recording, publishing, and touring receipts are through the roof, you can probably skip this article. Otherwise, you've gotten the memo to chase corporate America and diversify your streams. Except, most bands and managers get it wrong, and end up wasting time, losing bids, or missing serious revenue opportunities. And their pitches quickly land in the trash. So what's the proble...

Live Nation Partners With Groupon For Daily Deals On Event Tickets

Groupon and Live Nation Entertainment have formed a joint venture to develop a new online ticketing deals channel called GrouponLive. GrouponLive will serve as a local resource for Live Nation events and clients of its global ticketing business, Ticketmaster and will span concerts, sports, theater, arts and other live events. Financial terms of the deal were not disclosed. "With unprecedent...

Study: Ram, 3M Benefit From Derby Finishes

Chrysler’s Ram Truck gathered more than a million dollars in broadcast exposure, while 3M's Mucho Macho Man deal scored more than $300,000 according to research conducted by Joyce Julius & Associates, Inc. The research firm, which specializes in measuring sponsorship media, calculated that Chrysler's Ram Truck appeared clear and in-focus for three minutes, 28 seconds (3:28) during NBC’s three-...

Esurance Renews Commitment To U.S. Open Tennis

The USTA announced today that Esurance, the direct-to-consumer car insurance provider, has extended and expanded its sponsorship of the US Open. Esurance, which first sponsored the US Open in 2010, will remain a sponsor of the event through 2012. Renewed partnership assets include media support of tournament television broadcasts, an on-site presence, and a presence on USOpen.org, the official ...

Ironman Fills Antifungal Category

GSK's antifungal powder brand, Zeasorb, has agreed to a two-year sponsorship of World Triathlon Corporation's Ironman and Ironman 70.3 brands. The brand will become the official sponsor of the antifungal & anti-chafing categories – as well as the presenting sponsor of the 2011 and 2012 Ironman 70.3 Augusta and the 2012 Ironman 70.3 Florida. "With Zeasorb, we hope to help athletes achieve th...

Questioning the Importance of Brand “Fit”

When I first began to review the academic research done on sponsorship marketing, one of the accepted norms was to make sure the theme of the property matched the brand. If the brand was about endurance, sponsoring a triathalon might make sense. If it were about providing financial security, an air show sponsorship would be passed over. As someone new to the field, it made sense and I didn’t...

What Happens When Corporate Sponsors & Academia Collide?

Some may say it is crossing the line between sponsorship and academia. Some may say it is innovative and delivers value to the sponsor, property, stakeholders, clients and constituents. Some claim it adds fodder to educational institutions defending brand infiltration of curriculum. And for others, it is the way of the modern world. I am talking about the most recent corporate sponsorship ac...

Swiss Watchmaker Sponsors Jet Pack Flight Over Grand Canyon

After being delayed several days due to FAA certification, Switzerland's Yves “Jetman” Rossy has successfully made a flight across the Grand Canyon and swiss watchmaker, Breitling, is making the most of it. “My first flight in the U.S. is sure to be one of the most memorable experiences in my life, not only for the sheer beauty of the Grand Canyon but the honor to fly in sacred Native Ameri...

Gaga Partners With Zynga For GagaVille

Lady Gaga and social game maker, Zynga, today announced a partnership that will support the launch of the hit artist's new album, “Born this Way,” by launching GagaVille, a neighboring community to the Zynga's hit game, Farmville. Launching May 17th, the game will give fans a chance to listen to exclusive un-released songs from the upcoming album by completing "quests." On May 20th, a broade...