Chivas Mixes Film & Philanthropy With Newest Partnership

Chivas Regal, the world's original luxury Scotch whisky and an Official Partner of this week's 64th annual Cannes Film Festival, is using the festivities to launch a new global brand partnership with FilmAid International, an organization that uses film screenings to bring critical life-saving information to people suffering the effects of war, poverty and displacement or disaster. An initial d...

Yokohama Signs First Sponsorship In Philadelphia Market

The tire category has seen a lot of sponsorship activity lately from the likes of Bridgestone, Continental Tire, Khumo, Toyo and Yokohama. Today, the latter has announced its first sports marketing foray in the Philly market, part of a broader initiative to align with professional sports teams in key markets. Yokohama has teamed up with the Philadelphia Phillies, its second MLB team deal, in an...

Disney To Join ESPN In Olympic Bid?

ESPN might bring in the big guns (parent company: Disney) in a bid to secure the TV rights for the 2014 and 2016 Olympic games. In an attempt to sweeten its Olympic bid next month, ESPN is tossing around the idea of supplementing its TV rights offer with a marketing deal from its parent company. A deal being considered would make Disney a member of The Olympic Partner (TOP) program, the...

FedEx Renews St. Jude Classic Through '14

Memphis-based FedEx Corp. has extended its one-year sponsorship commitment of its hometown tournament by three years, continuing the FedEx St. Jude Classic through 2014. "FedEx has taken a significant step to assure the continuation of its hometown tournament over the next four years," said PGA TOUR Commissioner Tim Finchem. "FedEx obviously values the impact that the tournament has on the...

The Cluttered Sponsorship – Stop!

OK, so there are limits. Many of you who have heard me speak or know me, also know my passion for the industry. I live and breathe sponsorship. When I go to an event or a building, I see missed opportunities. I notice places and opportunities that can be sold and where revenue can be increased. That is what I do for a living. But even I have to admit that there are limitations. When we work ...

Houston Dynamo Secure Second Founding Partner For New Stadium

Texas-based Dr Pepper Snapple Group has signed on to become the second Founding Partner for the Houston Dynamo's new stadium. In addition to serving as the exclusive soft drink provider of the Houston Dynamo, DPS will also have pouring rights at and a founding partnership when the doors to Houston's newest stadium open in 2012. The 2011 season marks the first year Major League Soccer teams h...

Report: Budweiser-FA Deal Imminent

The FA will announce Budweiser as the new sponsors of the FA Cup after Saturday's final but only following a bitter beer war that could cost the organisation as much as £8m. The Football Association, also known as FA, looks to have secured a major beer sponsor, but will come at the cost of another? The Daily Mail reports that American brewer, Budweiser, will as much as £8m for the honor. ...

HSBC, Cathay Resume Co-Sponsorship Of Hong Kong Rugby Sevens

The Hong Kong Rugby Football Union has announced that Cathay Pacific and HSBC will be the new co-title sponsors of the Hong Kong Sevens from 2012 to 2015, resuming a joint sponsorship that previously ran from 1980 through 1997. Under the four-year sponsorship agreement the event title will be the Cathay Pacific / HSBC Hong Kong Sevens. “HSBC and Cathay Pacific are synonymous with Hong Kong a...

Barça Unveils £25m/yr Qatar Foundation Kit

This is what £125m deal will get you. FC Barcelona unveiled its new kit yesterday, which features Qatar Foundation taking over for UNICEF on the jersey front. In December, the non-profit agreed to sponsor the well-known football club at a rate of £25m a year through 2016. The deal ended Barcelona's long term stance of refusing commercial shirt sponsorship. The UNICEF logo will remain on the bac...

Electronics Company Makes Play For Asia Via Indy 500

A Dallas-based distributor of electronic components and semiconductors is taking an interesting route to reach the Chinese market. Mouser Electronics, which increased sales by more than 150% in Asia last year, announced it will be sponsoring Chinese race car driver Ho-Pin Tung in his attempt to be the first driver from China to qualify for the Indianapolis 500. The hope is that by sponsoring th...