Deal Flow 8-11-2009

Memphis Motorsports Park today announced that they have renewed Kroger's sponsorship of the track and title sponsorship of the October 24th race in a three-year deal. The race will keep the name "Kroger On Track for the Cure 250." The New York Jets have teamed up with the New Jersey State Lottery to release a NY Jets-themed scratch off ticket. The tickets will be available in September. ...

Activating Green: Living Zero Tour

Whenever we can, we try to offer a look at some creative new activations popping up around the city. When a solar paneled house pops up in the middle of one of New York's busiest intersections, people notice. So it was, that yesterday we came across a traveling "net-zero energy home that is part of the Living Zero Home Tour which made Flatiron plaza stop five of a 16-city nationwide tour tha...

Be What You Are: Buying & Selling True Value

The most important factor in any sponsorship is how much the audience the property attracts likes it and supports its sponsors. If the property doesn’t resonate and harness the audience for the benefit of sponsors, who cares how it is packaged, or how cool it seems? Trying to create a new name or putting excessive resources into selling, as seems to be all the rage in marketing these days wit...

Deal Flow 8-12-2009

Activision has signed a six-figure deal for Guitar Hero to sponsor Absolute Radio's on air and online coverage of the Virgin Media-sponsored V Festival. The Patriots have announced a partnership with the Massachusetts State Lottery that allows the state to sell a scratch ticket with the Patriots logo. Sony is now sponsoring the Caribbean’s best team, The Soca Warriors of Trinidad and Toba...

The Deal's Not Done Until...

I want to share with you a short story about the importance of getting the paperwork completed after you land your sponsors… I ran into a good sponsor friend of mine a few years ago who shared with me a story that still has me shaking my head. Her employer, a well-known bank, had agreed to sponsor a professional ball club and went into the new season with high expectations for success. The n...

Lakers to Celebrate Responsibly with 1800 Tequila

Proximo Spirits, Inc. and 1800 Tequila today became the first spirits company to sponsor the Los Angeles Lakers, allowed under a recent NBA ruling that now permits courtside spirits ads. "Our goal is to ensure that Lakers games are the most enjoyable and exciting games to watch," said Los Angeles Lakers Chief Marketing Officer Tim Harris. "Through this groundbreaking partnership, 1800 will ...

Is Your Brand Invited to the Party?

No one likes it when someone comes to a party empty-handed. Despite lots of talk about activation, it seems there's still sponsors that are crashing the party. Sure they'll bring their logo, and in many cases, pay a lot of money to do so, but that's about it. They won't fit in. And even worse, some won't even try. What happens next? You guessed it. People start crying that sponsorship ...

Deal Flow 8-13-2009

Krispy Kreme Doughnut Corporation announced today that it has entered into a sponsorship agreement with the NFL Carolina Panthers, which includes the Company's signature products being available during all home games for the next three seasons. Cooper Tire & Rubber Co. will sponsor a three-person team that will compete in the Professional Bull Riders 2009 Built Ford Tough Series. Cooper has ...

Activation Tactic of the Week: Retail Sweeps

Are you looking for creative ways to leverage partnerships at retail? Are you looking for new ways to sway consumer buying behaviors? The Carolina Panthers have teamed up with Harris Teeter in 2009 to create a "Total Tailgate Sweepstakes" that will reward one (1) customer with an ultimate tailgate party for 20 people at the Panthers-Redskins game on October 11, 2009 at Bank of America Stadiu...

Sponsorship: Bothersome Neighbor or Favorite Uncle?

The other day someone asked me what the difference was between "Sponsorship" … and "Advertising"? A great question – and truth be told, sponsorship is really nothing more than a "kind" of advertising. After all, they both involve trading cash and/or in-kind "value" in exchange for commercial access to your customers and prospects. In that regard, a sponsorship isn't really all that different...