Carnival Activates Race Sponsorship With Finish Line Wedding Ceremony

Ever heard of an in-kind wedding ceremony and honeymoon? Carnival Cruise Lines' Race to the Altar contest was part of its sponsorship of Charleston's 10K Cooper River Bridge Run, the third largest 10K race in the U.S. Following a nationwide search, Carnival selected Andy Cook and Tina Berwanger as the winning couple based on their inspiring personal story. Immediately following the 10K run, wh...

New Balance Named Red Sox' Official Footwear

Two iconic Boston brands are teaming up. The Boston Red Sox and New Balance today announced a multi-year partnership that will make NB the Official Footwear and Apparel Sponsor of the Boston Red Sox. As part of the deal, New Balance unveiled a 70' illuminated sign featuring New Balance's signature red logo atop one of the new HD videoboards in Fenway Park's right field. “From the outset, we k...

IMG Takes Consultancy Of The Year @ Hollis Sponsorship Awards

A number of blue-chip brands including Asda, Castrol, Unilever, Jaguar and O2 collected awards at the annual 2011 Hollis Sponsorship Awards, held last week in London. Taking home top sponsorship consultancy, at this year's awards, was IMG. “The quality of entries this year was excellent. While the economic downturn has clearly taken its toll on many companies and individuals, the sponsorship ...

London 2012 Launches Sponsor Auction

London 2012 organizers today are launching a £250m online auction for outdoor advertising space around the Games. For the first two weeks, the auction will only be open to Tier I Olympic sponsors. From The Guardian: "In total about 4,000 packages of advertising will be up for sponsors and partners to buy – covering everything from billboards and posters right next to event sites to what is ...

Sponsorship Fuels Awareness & Trial As Tequila Brand Expands To New Markets

As competition in the tequila category heats up, many of the industry's major players are leaning heavily on sports sponsorship to announce their entry into to key markets throughout North America. No brand has done it more than Familia Camarena Tequila, which announced that it has inked a three-year sponsorship deal with the Colorado Rockies, a day after renewing its deal with the World Series...

Nike Turns To Fans On Twitter To Devise A Slogan For US Soccer

Nike looked to capitalize on the U.S. Men's National Soccer Team's recent international friendly against a renowned Argentina team at the New Meadowlands Stadium by creating an expansive "Red All Over" campaign. A few weeks leading up to the match, Nike turned to soccer fans on Twitter to create a motto that would serve as the focal point of its "Red All Over" campaign. Nike encouraged soccer ...

Draft Beer.

Bud Light will be leveraging its first NFL draft as an official sponsor in a big way. The A-B brand is running a "Best Round Ever" consumer contest, which offers a $10 million grand prize to the fan (21 years of age or older) who predicts the first round of the Draft perfectly. Anheuser-Busch’s Bud Light brand entered into a reported six year, $1B+ sponsorship agreement with the National Foot...

Volvo Sponsors Free MLB.TV Trial

Looking to catch some opening day action, but aren't in front of the TV? Volvo is celebrating opening day by partnering up with MLB to provide a free MLB.TV trial for the entire month of April. Fans can sample MLB.com's At Bat 11 on all Apple iOS mobile devices. The game tracking app features live streaming of regular-season games on with access to MLB.TV on android and a redesigned MLB.com Ga...

Olympic Partners Team Up For Mobile Payments

Samsung Electronics, the Worldwide Olympic Partner for Wireless Communications Equipment, and Visa, the Worldwide Olympic Partner and exclusive Payment Services sponsor are combining technologies to make mobile payments a reality at the 2012 Olympic and Paralympic Games in London. To make payments, customers willsimply select the Visa mobile contactless application, select pay and hold the pho...

Lindt Unwraps Sony Ericsson Open Deal

Roger Federer's favorite Swiss chocolatier, Lindt, is a new partner of the Sony Ericsson Open in Miami, which kicks off today. As a host sponsor, Lindt will have visibility throughout the tournament on Premier Display Island, tournament signage and through a variety of in-park promotions. Throughout the tournament, a Lindt Lindor Dream Center will be set-up inside the main gate, offering fan...