Activation Tactic of the Week: Billboards

Are you looking for new ways to capitalize on team affiliation? Are you looking for creative tactics to promote a partnership in the local marketplace? Brand managers looking to capitalize on team affinity should consider modeling the Dunkin' Donuts guerrilla billboard strategy detailed below. With more sports organizations turning to outdoor media to promote ticket sales, community initiative...

The New American Pastime – College Football

If you are in the same boat with a huge percentage of American sport fans, you are already well aware that the college football season officially kicks off on September 3. As the sports media shifts its focus away from baseball and toward the gridiron, it’s not too late to get off of the sidelines and into the game. I know what you brand marketers are thinking, “Can I really afford to be in ...

Pricing Your Sponsorship Opportunity

At some point you have to put a price to the proposal. Pricing is so subjective and relative to the specific market. Furthermore, many organizations struggle with sponsorship pricing because many traditional pricing methods simply don’t apply in the non-profit, collegiate and/or high school athletic world. Bluntly speaking, pricing is more art than science. Accordingly, my experience tells me t...

Too Many Cooks in the Kitchen?

Today I just saw probably my “dozenth, plus” example of an erstwhile effort to put information about sponsorship opportunities online in the last decade. IEG, Sponsorwise, SponsorPitch, Sponsorium, SponsorDirect, Sponsorhaus, Magnetic Alliance, SponsorAnything, SponsorPark, Plumm, Groupable, Sponsorscape, Crosspartner, Sponsorfolio, and probably a few I can’t remember, have been joined by Spor...

An Integrated Media Case Study Built By Home Depot

A lot of times when you see TV sponsorships, the creativity ends at sponsored vignettes and some online content. ESPN's College Gameday Built by the Home Depot, which has been evolving since 2003 and today enters its 23rd season, is one of the best examples of a truly integrated sponsorship originating from a media buy. ESPN (and by virtue of title sponsorship) Home Depot have worked hard to i...

Deal Flow 9-8-2009

Danish brewer Carlsberg signed a four-year sponsorship deal with the English Football Association on Tuesday Bell Helicopter has agreed to remain the title sponsor of the Armed Forces Bowl through at least 2011, with options for the following two years. JetBlue Airways today announced a three year partnership to become the Official Airline Partner of the New York Jets. Gap is sponsoring Am...

Do Properties Really Want "Partnerships?"

We've been through the sponsorship vs. partnership debate several times so I won't rehash again, but an article coinciding with the PGA Tour's Deutsche Bank Championship this weekend really has me thinking: Do properties really know what they're getting into when sponsorships look more like "partnerships?" That is, with all of the talk about developing "partnerships of equals," are propertie...

Happy Jetting: Jet Blue Scores NY Jets Deal

Jet Blue will join in the Jets 50 years of New York Jets football celebration as part of a three year sponsorship deal, announced today. "This is the perfect opportunity for JetBlue to establish a relationship with the New York Jets," said Robin Hayes, Chief Commercial Officer of JetBlue Airways. "We're a growing airline with a bright future ahead, and the Jets are starting an exciting new cha...

Show Me the U.S. Open Money

A Q&A with Condor Capital's Ken Schapiro Condor Capital President Ken Schapiro brings over 20 years of investment management expertise and tennis business experience to a financial analysis of the U.S. Open. Schapiro manages over $500 million in portfolio assets at Condor, a firm he founded in 1988. Schapiro also owns the Courtside Racquet Club in Clinton, which yesterday received the 2009...

PBR Bucking Sponsorship Trend?

GoDaddy.com, the web domain registrar famous for Danica Patrick and its sultry Super Bowl ads, has signed on as title sponsor of Pro Bull Riding's Portland event in October. This follows up last week's announcement that U.S. Bank, a licensee since 2005, is now an official sponsor of the PBR The GoDaddy.com Invitational will pit the world's top 40 bull riders against each other over the course...