Heineken and Tiësto Team Up for U.S. Tour

Heineken has reunited with fellow Netherlander, and legendary DJ, Tiësto to launch his newest album, "Kaleidoscope." The two Dutch icons will kick off a seven date tour where fans will have the chance to win premium upgrades, including a backstage meeting with Tiësto, autographed merchandise and exclusive VIP access within each venue. "Heineken loves to bring new premium experiences to the c...

Making the Most of Media

Sponsorpitch did a poll last week asking people to vote on the best activation of a sponsorship at the U.S. Open Tennis Tournament. While I am not going to argue that it wasn't a cool and creative idea to make a plane out of tennis balls (I was impressed), is that really activation? Or activation as good as it can be? To me, the ball plane is a tactical creative execution. Calling it activ...

Sponsorship Lessons From ESPN's Foray Into Local

ESPN is again piling on the demise of (or creating new opportunities for - depending on how you look at it) the local sports journalist - this time online with its launch of city exclusive portals. Following up on Chicago's test market site, ESPN launched ESPN Boston today and is reportedly eyeing Dallas, New York and Los Angeles next. Some like the idea, some don't. Nevertheless, there ar...

Deal Flow 9-16-2009

Discount Tire Co. is moving its NASCAR sponsorship next year to Penske Racing, agreeing to sponsor Brad Keselowski in the 2010 NASCAR Nationwide Series and become an associate sponsor of Penske’s NASCAR Nextel Cup and IndyCar series teams. Kia Motors, which is already the official automobile of the WNBA, has decided to sponsor four of the league's season-ending awards. Rolex will serve as...

What am I MISSING here?

Just finished reading the inaugural issue of a new magazine called "Best Events- California" – a magazine targeted to California-focused meeting planners and special events promoters on evolving their business with the changing times. As magazines go, not a bad initial effort at all. Best Events publisher, Sharon Kress, writes in a special box in the front of the magazine that: "Budgets are in...

Rewards of Cause Marketing are Absolut

Renata von Tscharner, President of The Charles River Conservancy (CRC), isn’t sure why Absolut chose her organization to receive the charitable windfall from its new Absolut Boston Vodka. But she’s thrilled they did. Under the agreement, CRC will receive a $50,000 gift from Absolut that the Boston-based environmental group will use for programs that are generally difficult to fund. “Advocacy...

Lessons in Localization: Partner with Passions

Since I read Stacy Mitchell's piece entitled 'How the World's Biggest Corporations, From Starbucks to Wal-Mart to Barnes & Noble, Claim to Be 'Local' I've seen at least three good examples of major consumer brands looking to brand their products local in the way she describes. ESPN & City Exclusives ESPN has launched websites that tie together the local sports news for Boston and Chicago;...

VZ Test Man Gets Down With Gators

Verizon Wireless announced today that it has become the official wireless carrier for the University of Florida Athletic Association, extending a long-term partnership inherited in its acquisition of Alltell late last year. Verizon Wireless will officially kick off the exclusive sponsorship with a visit from its iconic Test Man TV character to Ben Hill Griffin Stadium (The Swamp) in Gainesvi...

Visa Promotion Puts Off TIFF Fans

Steve Kuperfman of the Torontoist today provides a detailed account of sponsor backlash from the Toronto International Film Festival, dubbed "the friendly festival." According to his report, guests of Tuesday night's Baarìa premiere, were less than pleased at Visa's cardholder promotion, which offers a priority line to get in the theatre first, only for holders of Visa gold or platinum cards. H...

Deal Flow 9-17-2009

Samsung Mobile and Texas Motor Speedway announced that they will extend the eight-year title sponsorship. The Samsung 500 will be called the Samsung Mobile 500 beginning next year. Verizon Wirelesswill assume sponsorship of the Florida Gators, extending the deal it inherited in its Alltell acquisition last year. The Dallas Mavericks will have HDNet as its practice jersey sponsor for the u...