GlaxoSmithKline Signs Tier III Sponsorship with London 2012

GlaxoSmithKline will be the Official Laboratory Services Provider for the Olympic and Paralympic Games for the 2010 games, becoming LOCOG's 25th sponsor. The tier three sponsorship will provide facilities and equipment for a World Anti-Doping Agency (WADA) accredited satellite laboratory at the Games. The laboratory, to be based at one of GSK's UK research and development sites, will be indep...

Sponsors Should Tell Their Story, Too

99% of the time, it's the property that puts together a fancy video and shiny presentation to tell their story about why sponsorship is so critical. As sponsors do a better job at cleaning up their formerly haphazard sponsorship portfolios, so too could they do a better job of telling the why, how and what's of their sponsorship strategy. What does their brand stand for? A concert tour, a fil...

Head Tennis Extends ATP Until 2012

HEAD Tennis has announced the extension of their partnership with the ATP until end of 2012. The agreement between HEAD and the ATP was made during the Barclays ATP World Tour Finals in London when executives convened to discuss the successful partnership that began in 1994, the longest agreement of any current partner of the ATP. “This partnership strengthens HEAD's relationship with one of t...

For UPS, Olympics "Like A New Start-up"

What can Big Brown do for the Olympics? More than you might think. UPS, in its role as the official logistics and express delivery sponsor of the Beijing 2008 Olympics, delivered more than 19 million items through the closing ceremonies. But more than just delivery, UPS has its eye on supply chain management, too. Although UPS has been an Olympic sponsor since 1996, Dan Brutto, President of UPS...

Odds & Ends

From time to time, we have random thoughts on sponsorship that don't necessarily fit into a neat blog post... here goes. Competing for Sponsorship. In a meeting last week with a major agency, we discussed the idea of RFP's. The idea being something like - why can't sponsorship act like an old fashion business plan competition or RFP process. In some ways, we're doing the same stuff. Stude...

Deere & Co. Renews with PGA; Exciting Footage Revealed

Today, Deere & Company and the PGA TOUR announced a six-year extension of Deere's title sponsorship of the John Deere Classic, as well as a two-year extension of it's official marketing agreement with the TOUR, continuing both through 2016. Why does Deere & Company sponsor the tournament? The company's CFO offers up these three reasons: Global exposure for equipment and services. Raise...

With Dubai Uncertainty, Arsenal May Be Happy to Tear Up Emirates Contract

Often, when a sponsor is forced to back out of a contract, lawsuites fly and legal eagles roar. That was before the most recent rash of football/soccer commercialization that includes a $135 mIllion equity investment/shirt sponsorship, £80m shirt deal and £100 million/10 year naming rights pitch. Even the iconic Wembley Stadium may now be up for grabs. So it is then, that as the prospect of a...

AT&T Latches On To NYC Extreme Local

AT&T and NYC & Company -- the official tourism, marketing, and partnership organization for the City of New York -- announced today a two-year advertising and marketing agreement which provides an integrated package of marketing assets to allow AT&T and its YELLOWPAGES.COM brand to reach customers throughout New York City. The assets include founding sponsorship of the NYC Official ...

Links 11/30/09

AT&T Latches On To NYC Extreme Local; Signs 2-year Marketing Partnership with NYC & Co.Audi Renews Title Sponsorship of Joburg Fashion WeekWith Dubai Uncertainty, Arsenal Happy to Tear Up Emirates Contract Brands Line Up Behind Tiger: 'Private Matter'Freightliner Trucks Join Revolution Racing for 2010 SeasonProfitable SDCCU Extends Poinsettia Bowl Title SponsorshipExperts Raise Dou...

Sponsors Look to Cash In On New Year's Resolutions

Many marketers look to cash in on New Year's resolutions this time of year, but did you know some properties will let you sponsor one too? Instant online credit information provider, Equifax, is aiming to help consumers better manage their finances in 2010 as a co-sponsor of Londons New Year's Day Parade and Festival. The New Year's Day Parade, which has become a fixture of London's celebra...