Olympic Sponsorship Upheaval

In the wake of the 2016 Olympic announcement, it's been a whirlwind last few days for the Olympic movement. First came the near unanimous call for the USOC brass to step down and yesterday's report that the IOC plans to overhaul its marketing service group. But the most interesting news may have come from London, where The Evening Standard reports that Coca-Cola has protested LOCOG's negotiatio...

Is over-commercialization killing sponsorship's cred?

When I worked for Ad Agency FCB San Francisco, it didn’t take me very long to realize what the ad business was all about, and how, generally speaking, the client was simply subsidizing four different businesses while kind of hoping the agency’s work would somehow impact its bottom line. As I understood it… 1) The ad agency gets hired to produce creative (ads). 2) The agency or an outside...

Sport24 Takes a Swing at Major League Measurement

This MLB post-season Repucom International, in partnership with Nielsen, will launch Sport24 - an ROI database that aims to "capture every second of televised brand exposure in major U.S. sports." Repucom Sport24 says it will analyze every brand exposed in every second of every major league televised (a total of approximately 19,000 hours annually) in the country including: NFL, NASCAR, NHL, N...

Checking In On Alloy; 10-Q Watch

Alloy Media and Marketing, a diversified non-traditional media and promotions company, yesterday reported a rise in second quarter net income on flat revenue for year over year Q2. As one of the largest companies in the category, its can be a bellwether for the rest of the industry. Alloy has three operating segments (primarily focused on the teen market) —Promotion, Media and Placement. The ...

What is "sponsownership?"

Doug Pirnie, a 30-year veteran of IMG's brand consulting business, tells SponsorPitch about the advantages and disadvantages to "sponsownership" in the latest BrandCast. Here's a short sneak peak at our 15 minute discussion on trends and tactics within the industry. For the full interview, including how a liberal arts major from Stanford became one of the founding members of IMG Consulting, as ...

Deal Flow 9-9-2009

Speedo has renewed its sponsorship of gold medal winning swimmer, Michael Phelps in a new four year deal running through 2013. Fifth Third Bank is now the new “Official Bank of the Cincinnati Bengals,” in a deal announced Wednesday. The Miami Dolphins and AT&T have agreed to add a practice jersey patch to the company's current sponsorship of the team. The Miami Dolphins are the 18th NFL...

Febreze & "the First Lady of Football" Freshen Football

Last month, Procter & Gamble signed a five year NFL sponsorship that will span 13 different P & G product lines. Now details are starting to emerge on how the world's largest CPG company plans to activate the mammoth deal. Febreze has teamed up with Olivia Manning, wife to Archie and mother of Peyton and Eli, to share tips and solutions for everything from freshening the home on game day t...

Is eBay the New Way?

For their upcoming match, British football team Plymouth Argyle isn't making any sponsorship cold calls, emails or pitches. They're hoping eBay will bring sponsors to them. Plymouth Argyle recently took out a listing and is looking for a sponsor for their upcoming Championship match, which will get branding exposure in front of a live national television audience in the region of 480,000 vie...

Sponsorship Analytics: August

Virtually every sponsor has some aspect of online activation in their sponsorships these days. Of course, there are a ton of different variables beyond sponsorship that impact web traffic, of which we recognize. Nonetheless, we thought it would be fun to take a look at some of the hot properties and sponsors for the month of August and see how sponsorship may have impacted (or not impacted) th...

Deal Flow 9-10-2009

Santander has announced that it is switching its sponsorship partnership from McLaren Mercedes to rival Ferrari for the start of the 2010 season. PJ's Coffee of New Orleans has signed a two-year sponsorship with the New Orleans Saints making PJ's "the Preferred Coffee of the New Orleans Saints." Additionally, PJ's Coffee will be served exclusively at the Dome starting this month. Football A...