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...

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...

Dubai Group Looks To Rename Spanish Soccer Club

As sponsors look to exert more control over team operations, it shouldn't be surprising that a Dubai investment firm is now planning to change the team name of La Liga's Getafe. After shelling out about €90m (£80m) to buy the club, an investment firm headed up by Sheikh Butti Bin Suhail al-Maktoum said it would change the team name to "Team Dubai." The move has other leagues questioning where ...

DeWalt Leverages UFC Tie-In To Drive Traffic To Channel Partners

DeWalt, the Baltimore, MD-based manufacturer of industrial power tools and accessories, is turning to a new tie-in with the Ultimate Fighting Championship to drive business for its local retail partners. "DeWalt's "brand slogan 'Guaranteed Tough' is a perfect match that represents what the league and fighters stand for in the Ultimate Fighting Championship Series," Scott Moore, DEWALT's VP of ...

Chinese Auto Turns To Table Tennis, Signs Major Partnership With ITTF

Chinese automaker, Guangzhou Automobile Group, commonly known as GAC Group, will be the title sponsor for two of the sport's premier global events: the World Table Tennis Championships and the 2013 World Team Cup. The GAC Group and ITTF officials announced the deal earlier today in Guangzhou, China. "We are exceptionally happy to be sponsoring the 2011 World Table Tennis Championships and the...

Software for Sponsorship

My greatest takeaway from the epic book “The One to One Future” by Don Peppers and Martha Rogers was this: since software is only as good as its ability to meet the customer’s need, at the end of the day, the customer is ultimately the software. Makes a lot of sense. I mean when we build software we don’t just build things. We put some thought into it in an effort to provide what a customer...

Fan Blames Modell's Signage For Robbing Mets Of HR's

Among the interesting new applications of the Twitter phenomenon, is the ability for sports fans to talk directly to sponsorship decision makers. Why heckle the players, like everyone else, when you can go straight to the sponsors. This past weekend, MLB.com columnist Marty Nobile suggested that the Mets remodel the Mo Zone that hovers over Citi Field's right field wall to make it easier for ...

Amica Insurance Renews Commitment to Running

Amica Insurance has extended its title sponsorships of the Amica Marathon in Newport, Rhode Island, and the Amica Insurance Seattle Marathon in Seattle, Washington. With the renewals, both sponsorships will run through 2016. "Amica is thrilled to announce its new five-year partnerships with these two races, especially given the success of the past events," said Julie Montalbano, sponsorship s...

Fierce Competition In Forex Leads To New Sponsorship Deals

FxPro has signed an agreement to be the main sponsor of AS Monaco FC, in a deal that will include prominent branding on the team shirt and around the club’s historic stadium. The Forex trading platform may have freed up some budget to do the deal when it recently declined to exercise an option in their sponsorship contract with football team, Aston Villa, said to have been worth £3.5 million-a-...

Royal Bank of Canada Close To Taking Heritage Title?

Despite a great weekend of golf at The Heritage, PGA Tour and tournament officials have made no secret of the fact that without a title sponsor to replace Verizon, the Hilton Head fixture is in serious jeopardy for 2012. Throughout the weekend, the rumored front runners were said to be AFLAC and The Royal Bank of Canada. Now comes word that a deal with RBC is imminent. Golf Digest ran a repor...