Activation Tactic of the Week

As the world prepares for an exciting 2010 World Cup showdown in South Africa, adidas is already capturing the marketplace with a creative mobile marketing program that is uniting citizens of South Africa by having them sign a giant jersey. To drive awareness for the initiative, adidas is creating a video series that chronicles the jersey tour's jersey and capturing consumer engagement along th...

"Can't Miss" Marketing & AVTR-lash

You can't turn on the TV these days without seeing a promo for James Cameron's 3D Thriller, Avatar, set for release next Friday. Glass half full - everyone knows about it. Half empty - do we know too much? Generally, we're all for brands that use media spend to promote a film and gain relevance with a particular film's audience, but in this case it seems the studio could be walking a thin line...

Links 12/11/09

Deals Henkel Continues Sponsorship of University of Michigan Solar Car TeamEnsure to sponsor Champions Tour Rock Barn event in 2010New €6m deal sees Vodafone answer Dubs' sponsorship callToyota and Live Nation partner on Oakdale and Comcast deals TrendsWorld Yacht Racing Forum debates sport's commercial return Could Tiger Woods Be A Good Thing For Event Sponsorship?Why Tiger Wo...

Sun Life's Silly New Naming Rights Ad

Many people thought the concept of paying millions for naming rights was a joke well before Sun Life Financial's new TV spot. The thing is, this ad really isn't that clever. I mean, there are plenty of real life examples of wasteful naming rights deals they could have pointed to. That seems easier.

British Airways Chooses IMG For Consulting

After a competitive pitch, IMG has been named British Airways agency of record for sponsorship marketing. In the role, IMG will assist BA in activating existing sponsorship investments, as well as, identifying new opportunities. British Airways' major ongoing sponsorships include the London 2012 Olympic and Paralympic Games, Taste of London and the British & Irish Lions Tour (rugby). P...

Siemens to Light Up Disney's 'It's A Small World'

Siemens' Sylvania lighting brand will be the new brand partner for the iconic "it's a small world" attraction at Disneyland Resort. "We are thrilled to be associated with such an icon of the Disney experience. At Sylvania, we are creating ways to see the world in a new light. Our association with 'it's a small world' is a perfect fit for our own vision," said Rick Leaman, president and CEO o...

Fashion Houses Battle for 'Horse Culture'

Suzy Menkes of the New York Times today penned a piece on how Gucci and Hermès are using equestrian sponsorships to reinforce brand relevance with the luxury lifestyles they cater to. Gucci sponsored the Gucci Masters this past weekend near Paris, while Hermès announced Le Saut Hermès would compliment its vast portfolio of horse jumping events this spring, by bringing equestrian chic back t...

Links 12/14/09

Deals RCN Signs Deal with UIC AthleticsLouisville Arena Signs 4 Sponsors: McDonald’s Restaurants of Kentuckiana Co-op, Coca-Cola Enterprises Inc., The Homemade Ice Cream and Pie Kitchen and The Galt House HotelLance Armstrong's Team RadioShack Secures $3.75M Deal with TrekSiemens to Light Up Disney's 'It's A Small World' Attraction With Sylvania SponsorshipAccenture Ends Deal With W...

UNICO Unites Against MTV's Jersey Shore Sponsors

Tiger Woods' sponsors aren't the only ones under a heat lamp these days. UNICO, the nation's largest Italian-American service organization, first ripped MTV in an open letter and now it's taking aim at the companies still sponsoring the network's controversial new show, Jersey Shore. Initially, UNICO president appealed to MTV's Judy McGrath saying: 'In the name of decency and fairness t...

Toshiba is Exclusive Countdown Sponsor for NYE TSQ

Toshiba will be the exclusive sponsor for this year's Official Countdown during the Times Square New Year’s Eve Celebration. How can that be with other major brands involved in the event, held annually in the globe's most commercialized intersection? We contacted Toshiba's PR representatives for clarification. As it turns out, while others sponsors are involved in the celebration through ...