Nike Turns London Into a Game Board to Get People Running

SP's Activation Tactic of the Week Series is supported by social media solutions provider, KickApps. Create Custom Widgets, Grow & Engage Your Audience. Free Sign Up! Nike asked Wieden+Kennedy to get young people excited about running. W+K said forget ads, let’s make a game. Nike has turned the city of London into a game board for a two-week competition called the GRID which the s...

Continental Tire Sponsors Duke-UNC; Demotes Itself to Presenting Sponsor

In the past year or so, "all inclusive" in-state rivalry sponsorships have become more common. Continental Tire has snagged rights to what may be the biggest one yet. In a deal sold by ISP/IMG, Continental Tire has acquired the exclusive sponsorship rights to the all-sports competition between the Blue Devils and Tar Heels and their 23 common varsity teams. In activation of the deal, Cont...

Discover Card Scores NHL Sponsorship

Only two months after acquiring title sponsorship to the Orange Bowl, Discover Card has signed a deal with the NHL that will make the financial services company the league’s official credit card and financial sponsor in the U.S. The one year deal, which includes advertising commitments, is worth $5 million, the New York Times reports. Discover Card, which has been an NHL advertiser in the ...

Channel Partners Swap Sponsorship

On a day that Procter & Gamble and Walmart were both named best performers in the eyes of their trading partners, according to the 2010 "PoweRanking" study from Kantar Retail, the channel partners announced they'd be swapping positions on a major sponsorship deal. WalMart has agreed to take over as title sponsor for the annual LPGA event in Northwest Arkansas, taking over for channel partne...

Four Points Becomes MLS Playoff Partner

Starwood Hotel and Resorts and MLS have signed a new deal that will make Four Points by Sheraton the Official Hotel partner of the 2010 MLS Cup Playoffs and MLS Cup 2010. Terms of the deal were not released. In activation, Four Points will launch special offers via MLSsoccer.com, Major League Soccer's official web site, and select club web sites. The sponsorship will also include promotion...

Emirates Airlines Eyes Top Spot at Australian Open

A BIDDING war for sponsorship of the Australian Open is breaking out, with Emirates Airlines moving to secure the naming rights to the tennis tournament. Read More >> photo credit

TicketCity Titles Dallas Bowl Game

Austin-based secondary ticket company, TicketCity, has become the title sponsor of the first Dallas Football Classic, now officially named the TicketCity Bowl. Terms of the deal were not released. The inaugural TicketCity Bowl will be held on January 1, 2011 at the Cotton Bowl Stadium in Dallas, Texas and will host teams from the Big Ten and the Big 12 conferences. "We are more than ...

Xerox Signs 5-Year Deal for U.S. Open Tennis

Xerox today announced that it has agreed to a five-year partnership with the U.S. Tennis Association to officially sponsor the US Open and Arthur Ashe Kids' Day presented by Hess, starting in 2011. Deal terms were not released, but SBD reports the sponsorship is a low-seven-figure-per-year agreement. Xerox will serve as the exclusive office equipment and document technology and services pro...

Paul Mitchell Extends U.S. Ski & Snowboard Partnership Through 2014

John Paul Mitchell Systems has renewed its eight year partnership with the U.S. Ski and Snowboard Association (USSA). The four year extension makes Paul Mitchell the official hair care product of the U.S. Ski Team and U.S. Snowboarding. "Paul Mitchell aligns with USSA because of its commitment to excellence. USSA athletes are focused, dedicated and give 100% in their effort to be the best i...

Daily Mirror Drops £450,000 On Darts

The estimated £450,000 deal, brokered by Mean Broadcast, gives the Mirror naming rights, full branding at the event and on tickets as well as broadcast advertising opportunities. Read More >> photo credit