Pacquiao Opponent Agrees To Bizarre, Must-Win Sponsorship Deal

When Antonio Margarito challenges Manny Pacquiao for the junior middleweight belt next month, he'll don a personalized shirt from the punk-rock apparel brand Affliction. He'll earn five figures from Affliction should he upset Pacquiao, the LA Times reported. But if he loses, he doesn't get anything. Read More >>

Tim Hortons Adds Hockey Deals

Tim Hortons, one of the fastest growing quick service restaurant chains in North America, has signed agreements to serve its coffee, cappuccinos and "Timbit" donut holes at Consol Energy Center, home of the Pittsburgh Penguins, and Nassau Coliseum, home of the New York Islanders. Fans attending home games of the Buffalo Sabres, Detroit Red Wings and Columbus Blue Jackets already can purchase...

Cumberland Farms Becomes Celtics Official Convenience Store

Framingham, Massachusetts-based convenience store chain, Cumberland Farms, has become the Official Convenience Store and partner of the Boston Celtics. The Celtics logo will appear on drink cups and other items at the retailer while the Cumberland Farms logo will be courtside at TD Garden, and the brand will be promoted via announcements and promotions on the Jumbotron. “We are excited ...

Casino Buys San Diego Sports Arena Naming Rights

The San Diego Sports Arena will be renamed the Valley View Casino Center under an agreement approved Tuesday by the City Council. The naming rights deal will bring the city about $157,000 over the next five years. Read More >>

HSBC Named 'Official Banking Partner' of The Open

British bank, HSBC, has been named the ‘Official Banking Partner’ of The Open Championship for the next five years. The announcement was made earlier today with (L-R) Giles Morgan, Group Head of Sponsorship at HSBC, Louis Oosthuizen, current Open Champion, and Peter Dawson, Chief Executive of The R&A at HSBC's head office in London. The R&A’s Chief Executive, Peter Dawson said: “We are very...

Activation Tactic of the Week

The San Diego Chargers have teamed up with Motorola to create an interesting "Tweet the Headline" promotion for fans. Motorola is giving away an H17 Bluetooth headset to the Chargers fan who tweets out the best 100-character headline using the hashtag #motoheadline following each Chargers game. Each week, one submission will be selected to headline a story on the Chargers official website, C...

Keith Urban Teams With Target

When Keith Urban releases his sixth studio album "Get Closer" on Nov. 16, he won't only get closer with his fans but he'll snuggle up with Target as well. The Grammy-winning country singer will release a deluxe version of the album to be sold exclusively at Target stores nationwide and Target.com. Read More >> photo credit

NY Jets Unveil Branded Plane With JetBlue

The New York Jets unveiled their very own green and white branded jet today, activating their year old "official airline" partnership with consumer carrier, JetBlue. Matt Higgins, Senior Executive Vice President with the team, tweeted "Born 10/15. 152k pds, 123 ft, seats 150. Team and plane doing great!"

Clear Channel Sells Branded Cities JV Interest

Do our cities need more outdoor branding? Real estate developer, Ellman, thinks so. Clear Channel Outdoor and The Ellman Companies announced today that Ellman has acquired all of Clear Channel's majority interest in Clear Channel Branded Cities, a signage and activation venture between the two companies, making Ellman the 100% owner of Branded Cities. The company will retain the 'Branded Cities...

JetBlue Named Official Airline of TD Garden

JetBlue Airways has signed a multi-year partnership to become the Official Airline of Boston's TD Garden. The deal will include exclusive branding rights to the arena's east and west entrancs. The exclusive branding area provides a platform to promote JetBlue's newest marketing campaign, You Above All. To kickoff the deal, the airline will hand out 10,000 free boarding passes around the ar...