Tourism Marketing: Sun, Sand & Sponsorship

In many cases, sponsors are the hometown heroes. In the case of the travel and tourism category though, that's not always the case, although it could be. You see, sponsors in this category can be in your backyard or half a world away - with the same overall objectives, but using sponsorship to employ very different tactics. It's one of the most fascinating sponsorship categories there is (that...

Deal Flow 9-2-2009

Little Caesars Pizza will be the title sponsor of the former Motor City Bowl. Slide today announced a $500,000+ sponsorship by NESTLÉ HOT POCKETS with season two of KatalystHQ within their FunSpace application. The American Red Cross announced that The Clorox Company has committed to a $500,000 sponsorship of the Do More Than Cross Your Fingers, a public awareness campaign encouraging a...

Donald Dell: Sponsorship to Recover in 2010

Donald Dell, one of the first professional sports agents, and "one of the sports marketing business" according to Wikipedia, had some optimistic news for sponsorship marketers yesterday. In an interview with Bloomberg, he predicted sponsorships will pick up in the second quarter of next year. “It’ll come back in about six months," the founder of ProServ management (later acquired by SFX...

Big Blue Gets Bang for Sponsorship Buck

Sometimes they fly under the radar in sports sponsorship coverage because they don’t resort to flashy activations, gimmicky promotions, or execute groundbreaking deals. Still, dollar for dollar, IBM is arguably the leader in integrated sports sponsorships that create a dual value-add for both sports property and brand. In the current world of scrutinized spending and ROI debate, brands and prop...

Maple Leaf to Help Build RONA's Business

RONA, a major Canadian distributor and retailer of hardware, home improvement and gardening products, will complete the quadfecta with Maple Leaf Sports and Entertainment by becoming the Official Home Improvement Retailer of the Toronto Maple Leafs (NHL), Toronto Raptors (NBA) and Toronto Marlies (AHL). RONA is already the Official Home Improvement Retailer for MLSE's soccer club Toronto FC. ...

Deal Flow 9-3-2009

The Edmonton Oilers announced that the team has signed a multi-year, multimillion-dollar sponsorship deal with Telus. AAA Mid-Atlantic extended its sponsorship with the Philadelphia Eagles and Lincoln Financial Field through the 2013 NFL season. RONA, a major Canadian distributor and retailer of hardware, home improvement and gardening products, has announced a new deal with Maple Leaf Sp...

Sponsor Shout-Out

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PGA Takes Out WSJ Ad to Justify Sponsorship Value

A lot of properties take out ads after the event to thank their sponsors, or include sponsor logos at the bottom of their ticket advertisments aimed at consumers, but it's rare that you'll see a full page ad taken out to justify the value of sponsorships. If you were flipping through the Wall Street Journal yesterday you might have seen the title "Golf Sponsorship Offers Unique Value Propositio...

Properties: Never Make An Uninformed Offer!

Donald Dell, one of the forefathers of sports marketing, is out with a new book entitled "Never Make The First Offer." The most important lesson it discusses, as you might expect, is in how to present or accept a first offer. He should know, he's successfully negotiated deals for the likes of Arthur Ash, Stan Smith, Jimmy Connors, Patrick Ewing and Andy Roddick and dozens of others. In a r...

Activation Tactic of the Week: Bud Light & BoSox

Are you looking to create a new, creative baseball billboard campaign? Are you looking for new ways to resonate with fans on game day outside of the stadium setting? Anheuser-Busch recently unveiled a new creative billboard campaign atop of the Cask 'N Flagon, situated across from Fenway Park. The billboard features a nice play on baseball terminology with the claim that Bud Light is "Your S...