Activation Tactic of the Week

Nike does a terrific job demonstrating the life cycle of its brand in a recent piece created for the Czech football club AC Sparta Praha. In the spot, Nike demonstrates how an athlete matures with the brand throughout the various stages in his/her life. From birth to adolescence to playing professionally, there is one constant in sports - wearing the same brand of apparel because you believe in...

Don't Call It A Pace 'Car'

This weekend when Competitor Group, Inc. brings its Rock 'n' Roll Marathon franchise to Philadelphia for the first time, runners will be led by a pace "vehicle" courtesy of its new sponsor, Dodge. The partnership is part of a larger 4-race deal with The Competitor Group, which kicked off over the Labor Day holiday. The Dodge running team, which you can learn more about at Red Letter Dodge, wil...

Kia Extends LPGA's Kia Classic Sponsorship

The LPGA today announced that Kia Motors America has signed a two-year extension to its title sponsorship of the Kia Classic. In addition, the tournament will move to Industry Hills Golf Club at Pacific Palms, marking the LPGA's return to the Los Angeles area for the first time since 2005. Kia’s sponsorship of the Southern California-based tournament is part of the company's growing portfolio ...

Study: Consumers Want More Cause

According to a new study from Boston-based communications and branding agency, Cone, LLC, 83 percent of consumers want more of the products, services and retailers they use to benefit causes. Forty-one percent of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause (41%), a two-fold increase since Cone first began measuring ...

Frontier Airlines Scores College Sports Sponsorships

Frontier Airlines is now the official airline of Colorado State University, University of Colorado and University of Wyoming athletics. “These schools are an important part of the Rocky Mountain region where Frontier Airlines was born and bred,” said Ian Arthur, vice president of marketing and branding. “Frontier employs many alumni of these three schools and we look forward to forming long-l...

Grand Touring Vodka Adds Monster Mile to Motorsports Portfolio

Grand Touring Vodka, already a sponsor of JR Motorsports and Daytona International, has entered into a multi-year agreement with Dover International Speedway that will make GT Vodka the “Official & Exclusive Vodka” of Dover International Speedway. The agreement includes extensive signage at the Monster Mile that will place GT Vodka’s logo on the entire length of the inside of the pit road w...

Life Time Fitness Becomes T-Wolves Practice Partner

Minnesota-based Life Time Fitness has secured the naming rights to the Timberwolves practice facility in a deal that will rename the expanded practice facility the Life Time Fitness Training Center. The training center naming rights deal is part of a larger new multi-year corporate partnership agreement between the Timberwolves and Life Time Fitness. Terms of the deal were not disclosed. Life...

San Fran's B.A.R.T. to Consider Station Naming Rights

On Thursday, the BART Board of Directors will consider revenue-generating proposals that would use space in and around trains for new advertising opportunities. The goal of the new initiative is to in part offset a projected $7.5 billion capital funding deficit the city is expected to face over the next 30 years. BART, which already sells outdoor media through a firm, Titan Advertising, brough...

Four PGA Tour events could be without title sponsors in 2011

Commissioner Tim Finchem believes the PGA Tour has made good progress in difficult economic circumstances but predicts the U.S. circuit could be without up to four title sponsors for the 2011 season. Read More >>

'World's Local Bank' To Be First Int'l Title Sponsor of an Abu Dhabi Sporting Event

Abu Dhabi Tourism Authority (ADTA) and HSBC have entered into a five-year partnership which sees the bank become title sponsor of Abu Dhabi's flagship PGA European Tour event, marking the first title sponsorship of an Abu Dhabi sporting event by an international company. "This partnership ushers in a new era for the championship and golf in Abu Dhabi," said His Highness Sheikh Sultan bin Tah...