How Do You Play Sponsorship?

When I first concluded sponsorship was held to a higher standard of performance than advertising or media buying, I was perplexed. Everyone always wants sales to result from any marketing initiative, but it seemed advertising and media were considered more legitimate because they could be measured, however imperfectly, by the number of eyeballs - potentially - reached, even focus group feedba...

State Farm Activates Music Awards with "Celebrity Music Teacher for a Day"

As part of its 22nd Annual Billboard Latin Music Conference and Awards sponsorship, State Farm is hosting Latino singer/songwriter, Gustavo Galindo, to serve as "Celebrity Music Teacher for a Day" at various high school music classes around the nation. State Farm's "Celebrity Music Teacher for a Day" activation is taking place in 5 markets in conjunction with the Latin Billboard Awards concert ...

Ahead of the Curve: Josh Silva

Josh Silva Account Supervisor, GMR Marketing SponsorPitch Profile How would you describe your career to date? I’ve been in the sports marketing business for about five years. I started off as an intern with Real Salt Lake in Major League soccer after obtaining my Masters in Sport Psychology at the University of Utah. I was able to transfer my internship into a full-time position withi...

Bud Light Signs Up For More UFC, Plans Co-Branded Bottle

Bud Light and Zuffa, LLC, owner of the UFC brand, have agreed to a multi-year renewal of Bud Light's original 3-year deal as official beer of the UFC. As part of the renewal, Bud Light will continue to receive logo placement throughout all UFC events, including in the Octagon, round cards, press conferences, weigh-ins and locker rooms. The extension will increase the number of featured Pa...

Icquired

UK experiential firm, The Icon Group, has been bought by Chime Communications for $17.7 million (£11 million). Customers of the firm which began operations in 1949 include UEFA, FIFA, the Ryder Cup, the Boat Race, Abu Dhabi Motor Sports and LTA Wimbledon. Chime said it "sees significant growth opportunities for Icon resulting from the Olympic Games in London in 2012 and in Rio in 2016 and ...

Seattle Mariners Book Hometown Cruise Line

Seattle-based cruise line, Holland America Line, has signed a three-year sponsorship deal with the Seattle Mariners. Terms of the deal were not released. The private suite level at Safeco Field will now be known as the "Holland America Line Suite Deck." There will also be an annual Mariners-themed cruise onboard Holland America Line beginning in 2012, and a naming sponsorship for the annual...

Hershey's Partners Up With Hoop It Up

Hoop It Up, the world’s largest participatory 3on3 basketball tournament has announced two more sponsors for the 2011 season, which kicked off last week in Austin. Hershey's Milk & Milkshakes will serve as the nationwide tour's title sponsor, while Sundance Beverage Corporation’s Rip It Energy Fuels and Everfresh juices will join Hoop It Up as official sponsors. “We are pleased to have HER...

BMW Considering Global Olympics Sponsorship, Board Member Says

Bayerische Motoren Werke AG (BMW), the world’s largest luxury carmaker, may become a global sponsor of the International Olympic Committee, one of its board members said. Read More >> (function (){var a=document.createElement("script");a.defer="true";a.src="http://www.apture.com/js/apture.js?siteToken=wgbbVPd";document.getElementsByTagName("head")[0].appendChild(a);})();

IOC's New TOP Sponsorship Video

Revenue generated by commercial partnerships accounts for more than 40% of Olympic revenues. In addition to rights fees, partners often provide vital technical services and product support. The IOC's new official sponsorship reel breaks it down in 1:30. Worth a watch. (function (){var a=document.createElement("script");a.defer="true";a.src="http://www.apture.com/js/apture.js?siteT...

Lebron James, Fenway Sports Management Join Forces

Fenway Sports Management (FSM) yesterday announced it will enter into a business partnership with LRMR Marketing & Branding to secure global marketing and sponsorship opportunities for Lebron James. FSM is part of the portfolio of companies of Fenway Sports Group (FSG), which includes the Boston Red Sox, the Liverpool Football Club of the English Premier League, New England Sports Network (NESN...