Heineken: What Would You Give Up To See Your Team Win?

Heineken is never at a loss for an interesting activation. For this year's UEFA Champions League Final, Heineken decided to conduct a poll to see what men would be prepared to give up in order to see their team win. An international survey, conducted by OnePoll revealed that one in two men (52%) around the world would consider passing up a date with the likes of Brazilian model Adriana Lima if ...

Momentum Launches Sports Division in Brazil

With the World Cup and Olympics coming to Brazil in 2014 and '16 respectively, Momentum Worldwide has announced that it is setting up a dedicated sports division in Brazil. The newly created Momentum Sports division in Brazil will be led by a team of Momentum Worldwide execs and motorsports icon, Emerson Fittipaldi. "In 2016, two monumental events will take place: the city of Rio de Jan...

Budweiser Extends Daytona Deal

Budweiser will extended its sponsorship as the exclusive official beer sponsor of Daytona International Speedway and title sponsor for the Budweiser Shootout. As part of the multi-year renewal agreement, Budweiser will also begin a non-exclusive promotional partnership with Homestead-Miami Speedway in 2012. Under the terms of the agreement, Budweiser will maintain signage rights for all eve...

MoMA Launches Major Partnership With Volkswagen

The Museum of Modern Art and Volkswagen today announced details of a major two-year partnership that will support an international contemporary art exhibition at MoMA PS1, the expansion of MoMA’s online course offerings beginning in March 2012 and a series of installations. Officials today said the deal with Volkswagen is the first partnership of this scale between the New York cultural institu...

Samsung Dials Up Glee Tour For 4G Promo

Samsung and AT&T have partnered with the upcoming Glee Live! In Concert! tour in North America to promote the Samsung Infuse 4G. Terms of the deal were not released. "AT&T is always looking for opportunities to connect with our customers and bring them closer to the people, places and events that matter most," said Eric Goldfeld, executive director, National Marketing, AT&T Mobility and Con...

UPS, Live Nation Partner For Multi-Year Sponsorship

UPS has secured a multi-year sponsorship with live events company, Live Nation, which is aimed at promoting UPS’s environmentally responsible logistics solutions to music fans across North America. As part of the multi-year deal, UPS will be the exclusive global package, shipping and logistics sponsor and the Official Sustainability partner of of Live Nation Entertainment. Both parties will ...

Defining 'Sponsorship Sales'

IEG has a new service methodology that allows it to, on behalf of property clients, sit down with their potential sponsors, tailor sponsorship assets to business objectives and determine how the potential sponsor can accurately quantify the return, if it agrees to a deal. Like a smart property, and like many other savvy motorsports properties with much smaller budgets, Roush is making every eff...

Information Sharing and its Impact on How We Form New Ideas

I’m reading a book called “Where Good Ideas Come From.” This weekend I watched the YouTube video celebrating 100 years of IBM (not to be confused with IBM’s 100th birthday because it’s older than that). That video led me to watch another one explaining the history of the Internet. The common thread through each of these experiences is a theme: one idea or piece of information leads to cre...

Rolex Sponsors Land Speed Record Attempt

Rolex has agreed to a multi-year sponsorship that will make it the Official Timing Partner of The Bloodhound Project, an international education initiative started in 2008 and focused on a 1,000mph Land Speed Record attempt. The engineering challenge and attempt to break the existing record is being led by a British team, led by current world record holder, Andy Green, and Project Director, Ric...

PokerStars Renews MLSE Sponsorship

PokerStars.net has renewed its sponsorship agreement with Maple Leaf Sports & Entertainment (MLSE) as a sponsor of the Toronto Maple Leafs hockey team. The deal will see PokerStars.net on the rinkboards for all home games and executing ticket giveaways at Air Canada Centre through the 2011/2012 season. "Millions of Canadians, including myself, are diehard sports fans and poker players. Hocke...