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The SP Soapbox Series features expert "in the wild" commentary from leaders in the field of sponsorship. To have your commentary featured here, email your request to [email protected]. The Soapbox Series is supported by Brand Affinity Technologies new netBAT network for celebrity and sports publishers. Get free celeb content and earn ad revenue with netBAT. Sign up now! We know tha...

Chicago Transit Authority to Sell Naming Rights to Stations, Routes

CTA President Richard Rodriguez announced Wednesday that the perennially underfunded transit agency will go out for bids soon to sell naming rights to just about anything it owns and for which others are willing to pay big money in exchange for the public exposure. That includes rail lines and stations, bus routes, retail concessions, and special events. Even the venerable CTA logo will be o...

Walmart Becomes Lead Sponsor of New York Veterans Day Parade

Walmart, which is considering opening its first store in New York City, will be the leading sponsor for today's New York City Veterans Day Parade, WNYC's Ilya Marritz reports. Marritz says Walmart paid $100,000 to become the parade's lead sponsor and as part of the deal company executives will join the procession. Other parade sponsors include U-Haul, HBO, NBC and the History Channel.

Panasonic Sponsors World Heart Day to Support Launch of Panasonic Healthcare

Panasonic, has become a corporate sponsor of the 2011 World Heart Day taking place on September 29, 2011. World Heart Day, created by the World Heart Federation was first celebrated in 2000 and was created to inform people around the world about the risks of heart disease and stroke. "We are thrilled to welcome Panasonic, as a new sponsor of World Heart Day in 2011, said Kathryn Taubert, S...

Automakers Muscling Into Extreme Sports

“If you think you’re going through hell, keep going!” That’s a popular sign held by supporters at endurance sports events such as this fall’s Ford Ironman Florida and the New York City Marathon, exhorting competitors to persevere. Big car companies are hoping that the camaraderie forged by the hellish fires of these competitions applies not only to competitors, but also to companies that sup...

Puma Scores With WPS Breast Cancer Campaign

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! During the month of October, Puma supported Breast Cancer Awareness Month by leveraging its sports affiliations to drive awareness and donations for breast cancer research. Puma created a Project Pink campaign, supporte...

Anheuser-Busch is Suing MLB

Beer maker Anheuser-Busch Inc., a long-time sponsor of professional baseball, sued Major League Baseball on Friday, claiming baseball's licensing arm reneged on a renewal of its beer sponsorship rights this year and demanded "exponentially higher" fees. Read More >> photo credit

Sponsors Take Out "Disgrace" Insurance After Scandals

A series of celebrity scandals has produced a boom in insurance policies bought by multinational companies fearful that disgraced stars could tarnish their sponsors' reputations. Read More >>

O2's Updated App Lets Gorillaz Fans Go Backstage & More

O2 and Gorillaz’ unique collaboration earlier this year saw the creation of a 3D augmented reality iPhone app to support the sale of Priority Tickets for O2 customers. The Escape to Plastic Beach app brought a virtual Gorillaz world to life when customers took a photo of an augmented reality code printed in various media. With the Gorillaz tour reaching The O2 next week, the app has been upd...

Under Armour to Outfit Chelsea Piers

Chelsea Piers, the 28-acre amateur sports and entertainment complex on Manhattan's west side, has unveiled a new deal with Under Armour that will make it the Official Athletic Apparel and Footwear sponsor of the Chelsea Piers. Deal terms were not released. Under Armour will outfit the trainers, coaches and instructors at the Field House, which features indoor soccer, basketball, batting, roc...