MEC Access 10 Principles of Partnership

MEC Access recently released a study entitled ‘Game Change: A New Agenda for Partnerships." As patterns in consumer media consumption change, marketers of all sizes are tapping into the power of partnerships, a $40 B industry worldwide according to the new study. At the same time they say, the current economic environment dictates that properties are offering more versatile and effective asse...

In the Spirit of Sharing?

In the spirit of sharing best practices, look what landed on our desk yesterday! SportBusiness is looking for the best in sports marketing case studies for their upcoming Sponsorship Works report. If you are a sponsor, sports property or agency with a great story to tell they would like to hear from you! As far as we know, it only applies to sports properties. Pity. In any case, a great idea ...

YouTube as Sponsorship Broker?

There have been a lot of rumors floating around that YouTube will officially sponsor USGPE, the U.S.' new entry in Formula One. YouTube co-founder Chad Hurley is the lead investor in the team, which is set to race in 2010. YouTube's participation hasn't been officially confirmed, but the anticipation grows ahead of the car's debut this Fall. Now it seems Best Buy may be interested in part...

Why Sponsors Sponsor

The best answer to the "Why do sponsors sponsor?" question can be found in the quote of the great P.T. Barnum, one of the world's best promoters -- who put it best when he said: "A funny thing happens when you don't advertise ... NOTHING!" You can have the absolutely BEST flowers in town at your flower shop ... but if no one knows you have a store, than no one can buy from you. Right? Whi...

Live Nation Q2 Loss Widens; Rev/Sponsor Grows 14%

Live Nation (NYSE: LYV) released second quarter earnings today posting a wider loss of $27.2 million on lower revenue of $1.06 Billion, a year over year drop of 5.9%. However, while overall revenue has dipped, Live Nation has seen a 4.9% growth in sponsorship revenue during the first six months of the year. Live Nation today reported a 7.5% year over year drop in the number of sponsors, but at...

Deal Flow 8-6-2009

AirTran Airways has entered into a first-time sponsorship deal with the Wisconsin State Fair, which opened its 11-day run on Thursday. Robby Gordon Motorsports’ No. 55 NASCAR Nationwide Series Toyota will be sponsored by the Hard Rock Hotel & Casino Las Vegas in this weekend’s Zippo 200 at Watkins Glen International. During the months of September and October, Hennessy will host Hennessy Ar...

How to Package a Win-Win Sponsorship Deal

One of the best sponsorship ideas I've ever created involved Kraft Foods in Kansas City, MO years ago. Their goal was to sell product. Mine was to sell tickets. My young daughter, bless her heart, one day, spilled a box of Macaroni & Cheese out of our kitchen cupboard and out of that we created a "Noisemaker Night" promotion! The innert elements to the sponsorship worked this way: We brough...

Activation Tactic of the Week: $0.99 Gas

Are you looking for new ways to leverage official auto, c-store, and oil partners? Are you looking for new ways to create a promotion that directly impacts residents in the local community? Over the past (4) years, CARFAX has supported its title sponsorship of the CARFAX 400 at Michigan International Speedway (Aug. 15-16) by offering discounted gas to Michigan residents. A few weeks prior to...

SMI's Bad Day Sheds Light on Sponsorships

On the same day that Speedway Motorsports Inc announced a Q2 $22 Million loss, one of its biggest clients, Lowe's, confirmed it would not be coming back as title sponsor of the Charlotte Motor Speedway. The street took notice as SMI's stock was off 5% on the day. While SMI does not break out sponsorship revenue specifically, some interesting tidbits from the 8-K. On long term contracts: ...

Deal Flow 8-7-2009

Continental Airlines will be the headline sponsor of the London Tower Festival 2009 as it seeks to engage with business travellers who are arts and music lovers. Frito-Lay has teamed up with the Carolina Panthers as an official sponsor in a deal that includes branded packaging on Lay's, among other assets. The Toronto Blue Jays andThe Stanley Works have reached a sponsorship agreement runnin...