British Insurer's Mascot Makes Theatrical Debut

"It’s an inevitable truth in today’s entertainment industry: the great stars of screen all, eventually, feel that urge to perform on stage.. and now there’s another name to add to that star-studded roster: Churchill!" reads the website of British insurance provider, Churchill. Qdos Entertainment has signed a sponsorship with Churchill, which will see a puppet of the insurance provider’s aff...

Share the Road Offers 'Safety' Sponsorship

We've all had bad experiences with rogue drivers, of the truck and car variety... that's where the Share the Road highway safety program comes in. Share the Road is a highway safety initiative created by the American Truck Association, that uses multiple communication channels to educate both car and truck drivers on how to safely... you guessed it.. "share the road." Today, Mack Trucks...

Deal Flow 10/06/09

**sponsors in grey link to full story ESPN has signed Levi’s as the presenting sponsor of its documentary series 30 for 30. The Coca-Cola Co. has forged a multi-year marketing and sponsorship partnership with live concert producer Live Nation. Pepsi will be presenting sponsor of a one-hour documentary about Hendrick Motorsports' 25th anniversary on ABC. Lance Armstrong announced a n...

PGA Tour Finds Its Bunker in Sponsorship Fallout

As was widely predicted, Buick has ended its sponsorship agreements with the PGA Tour, including the Buick Invitational at Torrey Pines. On Wednesday, the Greenbrier, a resort nestled in West Virginia's Blue Ridge Mountains and a former secret Cold War bunker for Congress, is expected to announce a new event on the PGA Tour, replacing the tournament that has been known as the Buick Open. Gr...

Deal Flow 8-4-2009

The Dallas Cowboys announced today that it's extending its contract with Direct Energy as the "Official Electricity Provider to the Dallas Cowboys and Cowboys Stadium." The Dallas Cowboys are also teaming up with the Texas Lottery Commission on a new co-branded scratch-off game. LG Electronics was named title sponsor of F1 Rocks, a global music event run by Universal Music and Formula1. ...

NFL Creates New Category for P&G Sponsorship

The Wall Street Journal is reporting that a long-rumored deal, three years in the making in fact, will finally come to fruition today when the NFL and Procter and Gamble announce a multi-year exclusive sponsorship for the newly created "locker room products category" covering 13 separate P&G brands. Back in January, SBD reported that the two parties were close to a five year deal that would...

Defending Cause Marketing

Assistant Professor Angela Eikenberry has written a thoughtful and provocative article for the Stanford Social Innovation Review entitled The Hidden Costs of Cause Marketing. In it, Professsor Eikenberry makes her case against cause marketing or “consumption philanthropy,” as she calls it. Consumption philanthropy individualizes solutions to collective social problems, distracting our attent...

Rising Tides Lift All Boats… Even in Sponsorship Marketing

As SponsorPitch introduces a new and improved platform this week, it seemed appropriate to look into the whole concept of information sharing in the sponsorship marketplace. After thinking about it, is there another industry that is less open with information? OK, I’ll give you the National Football League, and the Central Intelligence Agency, and maybe KFC’s guarding of the Colonel’s Secret ...

n-ASK-ar: Marrying Content & Competency

If content is king, then IBM is the dynasty when it comes to sponsorship. IBM has since the early '90's used tennis' grand slams and high profile golf events to showcase their ability to provide back-end technology infrastructure, rich and reliable data and real-time scoring and statistics. They've done this through a well constructed combination of co-branded content and competency. But ...

Deal Flow 8-5-2009

Procter and Gamble has agreed to agreed to sponsor the newly-created "official locker room products" of the NFL category, in support of the 13 P&G brands. The Los Angeles Angels of Anaheim announced a new partnership with MonaVie, making MonaVie EMV the official healthy energy drink of the Major League Baseball team. Lifetime Television and The Weinstein Company have signed an integrated...