K-Swiss to Rebrand as "the California Sports Company"

When looking for an apparel partner, K-Swiss may not be the first name you think of. For properties in California, that may be about to change. K-Swiss, the apparel and shoe company founded by two Swiss brothers in Los Angeles over 40 years ago, has established a "new direction" for the brand that will include events and grassroots sponsorships in a number of sports that fit with the Californ...

Could GetFugu Be A Killer App for Sponsorship ROI?

In all of the recent talk about SpongeTech's business dealings, one of the legal disputes lost in the noise surrounding SpongeTech was a recent lawsuit with mobile search company, GetFugu. Originally, SpongeTech had agreed to invest $4 million in GetFugu, but to date only $1,750,000 has been received by the mobile start-up. What is GetFugu? Check out this Getfugu demo with SpongeTech. GetFug...

Links 11/06/09

XTO Energy to Sponsor NCHA Super Stakes Univ of MD soccer coach gets sponsorship from Mondo, a sports flooring manufacturer Coolest Perk of Little League World Series Stardom: Your Own Baseball CardsLittle Debbie Brand Renews NASCAR Sponsorship Of Marcos AmbroseBeckham's Sponsorship Revenue Soarded in 2008Clorox BBQ Brands Takes Top Billing at Billboard AwardsGenerate hunts for sponsor of U...

Hansen Natural Seeks to Stem Rising Fees by Sponsoring Smarter

Hansen Natural is aggressively using sponsorships to establish a foothold abroad. However, the company has learned that it's not easy.. or cost efficient.. sledding. So Hansen is taking a different strategy according to Chairman and CEO Rodney Sacks, by using what the juice and energy drink-maker has learned in past sponsorships to now pursue a strategy of "ownership" around key properties. ...

Aussie Open Signs Panasonic

Panasonic has signed a three-year sponsorship agreement with Tennis Australia, commencing in January 2010 and continuing until 2012. The agreement encompasses a number of tournaments including the Medibank International Sydney, the Brisbane International and the Australian Open – the Grand Slam of the Asia Pacific. Panasonic Australia will become the official TV, Camera and Air Conditioning Spo...

World Sport Group Questions Indian Insurer's In-Stadium Ad

The grey area of ambush is getting ever more complex. Take the case of insurer, Bajaj Allianz at last weekend's India-Australia cricket match. Bajaj Allianz, not a sponsor of the match, cut a deal with the broadcast partner, Neo Sports, to air a :10 vignette in support of the insurer's new child insurance plans. No harm, no foul right? Here's the rub. Bajaj Allianz':10 promo, according to t...

Visa Launches Global Olympic Campaign

Visa today announced the global launch of its Olympic-themed marketing campaign for the Vancouver 2010 Olympic Winter Games, Go World. This global campaign, which features television, digital and out-of-home advertising, host market merchant activation programs and usage promotions, enables Visa to connect with cardholders and Olympic and Paralympic Games fans to drive preference for and usage ...

Country Music & Nascar, Good Bedfellows?

In 2009, Beth Ann Morgenthau, owner of BAM Racing, made a tough decision. After being in racing for nine years, Mogenthau decided to pull her team from the track rather than piece together a "start and park" team with an array of sponsors. "The decision to come off the track was made primarily to enable us to continue to develop and expand on our patent-pending fan participation program and se...

The Perils of Overcompensating

As my colleagues know, and readers of this blog may be aware, I am a pretty big stickler for sponsorship accountability. OK, I’m a Nazi about it. This is nothing new. Ever since doing my Master’s thesis on sponsorship effectiveness and discovering the “sausage factory” that is sponsorship measurement over 10 years ago, it has been my contention that to be meaningful and worthy for a sponsor,...

A&E Buys Into Pacquiao vs. Cotto

Update: 2:37 PM A&E has taken title sponsorship of the upcoming HBO PPV boxing matchup between Manny Pacquiao and Miguel Cotto for Top Rank's Welterweight Championship. Prior to the event, PAWN STARS will be incorporated into the advertising and publicity campaign for the boxing match. The TV series will be featured in print, TV and radio efforts and will have a presence during the press ...