NHL, Molson & MillerCoors Sign 7-Year North American Sponsorship Deal

The National Hockey League has announced a major cross-border sponsorship agreement with brewers Molson Coors in Canada and sister company, MillerCoors in the U.S., which was established as a result of a joint venture between Molson Coors and SABMiller. Molson Canadian will receive exclusive League rights in the beer category as Official Beer of the NHL, beginning with the 2011-12 NHL season an...

DHL To Deliver For Andretti Autosport

DHL has signed a multi-year sponsorship agreement that will make it the Official Shipping and Logistics sponsor of Andretti Autosport. DHL will serve as a co-primary sponsor of the new car driven by Ryan Hunter-Reay and as an associate sponsor for the car driven by the team’s newest member, Mike Conway. The sponsorship will include VIP hospitality platforms for DHL and its customers in major U...

Live Nation Lands Naming Rights Partner For Virginia Beach Amphitheater

Farm Bureau Insurance and Live Nation Entertainment have agreed to a three-year partnership that gives Virginia Farm Bureau Insurance the naming rights to the former Virginia Beach Amphitheater located in Virginia Beach, VA. Beginning today the amphitheater will be called Farm Bureau Live at Virginia Beach. "We are thrilled to have Virginia Farm Bureau serve as the new naming rights partner f...

Labatt Says It Has Pre-Existing Deal With NHL & Will Pursue Legal Remedies

In response to today's announcement that Molson Coors has entered into a blockbuster 7-year sponsorship deal with the NHL, Labatt, the previous NHL beer sponsor in Canada, has issued a release saying that it will pursue all legal remedies to enforce a sponsorship deal it says it has with the NHL through 2014. According to a Toronto Star story on Friday, the brewers are also locked in a fierce f...

NHL COO Talks Beer Sponsorship With Bloomberg

John Collins, chief operating officer of the National Hockey League, sat down with Bloomberg's Michele Steele to talk about the $375 million Molson sponsorship deal. Collins says "we completely disagree" with Labatt's assertion that they had a pre-existing NHL sponsorship deal. Watch the video below for the full interview. (function (){var a=document.createElement("script");a.defer="true"...

Knowing Your Sponsorship Inventory

The SP Soapbox Series features expert "in the wild" commentary from leaders in the field of sponsorship. To have your thoughts featured here, email your request to info@sponsorpitch.com. The Soapbox Series is supported by CrowdSPRING. ! I don't know how many times I have run across this issue. More often than not, it is when there is a selling broker involved, but it also sometimes occurs...

Renault Scores Rihanna Tour Deal

Renault UK will be an official sponsor of Rihanna’s ‘The Loud Tour’ 2011. Sponsorship of the 23-show UK tour, which will begin on October 1st, will support the Clio brand. Rihanna recently launched a sultry TV ad campaign with the brand, as well. Renault UK launched the latest Clio Va Va Voom campaign, created by Publicis London, on February 6th. The new commercial stars Rihanna alongside socc...

J.C. Penney Uses Academy Awards Sponsorship To Launch New Logo

The J. C. Penney Company will launch a new marketing campaign, new ad and new logo at this year's Academy Awards. It's all aimed at rebranding the fashion retailer, which was founded in 1902, as America’s destination for great styles at compelling prices. Set to debut during the retailer’s sponsorship of the globally-televised event, the campaign builds on the Company’s “New look. New day. Who ...

SponsorMyMove.com Seeks Road Trip Sponsorship For Relocation

Every once in a while a sponsorship opportunity comes around that we haven't seen before. Enter sponsormymove.com. The website, launched today, is basically a sales sheet for a family of four's cross-country move from Dallas to the Big Apple. According to the site, a variety of sponsorship benefits will be provided to any company that ponies up to sponsor the family road trip, including: Two [2...

NASCAR Renews Key Green Partner

Safety-Kleen Systems, which has been a NASCAR partner since 2004, has renewed a multi-year agreement with NASCAR and will continue to provide on-site trackside support with its NASCAR performance cleaning products, as well as oil recycling and re-refining services to more than 200 races each year. Safety-Kleen has been at NASCAR racetracks collecting used oil since 1987, and last year collecte...