[VIDEO] Your Brain on Music

British music artist, Sivu, recently partnered with two charities, Barts and the London Charity and CLEFT, to create his latest music video, ‘Better Man Than He,' entirely inside an MRI scanner. To provide a glimpse into brain activity on music, the artist sat inside the MRI machine for 2 to 3 hours according to PSFK. To see how things turned out, check out the video below. #activation...

Match Made in... the Midwest. Kid Rock, Harley Partner Up

Harley-Davidson today announced an exclusive partnership with Detroit rock legend, Kid Rock, including a Saturday night performance for the company’s 110th Anniversary celebration in Milwaukee over this Labor Day weekend. The partnership names Harley-Davidson as a title sponsor of Kid Rock’s Rebel Soul tour, which kicks off Feb. 2nd, 2013, in Kansas City. Harley-Davidson plans to offer fans ...

It's Good To Be King

The 2012 Stanley Cup Champion, Los Angeles Kings, are debuting nine new partnerships for the 2012-13 season. The news comes in the same month that the club unveiled McDonald's as its first-ever presenting sponsor. Joining the golden arches on the LA Kings sponsorship roster are Travel Alberta, Tiffany & Co., The Flame Broiler, Graham Watches, GEICO, Cornerstone OnDemand, United Healthcare, J...

65,000 Ping Pong Balls Later, Lifestyle Co. Throws Unforgettable Pool Party

If you're a lifestyle media company that caters to the hip and jet-set, like say UrbanDaddy, the expectations are pretty high when you invite everyone over for a sponsored pool party. So what's one to do? Using 65,000 ping pong balls, three high powered projectors above the pool and an iphone app, the nightlife brand and its agency, Red Paper Heart, created an experience to remember. Take a loo...

Target Sponsors Hilarious Tweet-to-Runway Fashion Show

On January 24th, everybody's favorite discount retailer, Target, launched their Everyday Collection with the first ever "Tweet-to-Runway show" - a fashion show inspired by everyday tweets. Thousands participated online tweeting to @Target with the hashtag #EverydayShow. Hundreds of tweets were then chosen to be performed live on the catwalk, alongside models and products from The Everyday Colle...

IBM Brings Analytics To Rugby Football Union

The Rugby Football Union and IBM have agreed to a strategic five year agreement that makes IBM the Official Analytics Partner for the RFU. As part of the deal, IBM, similar to its other activations, will implement an analytics solution to provide fans with real-time insights into the game. Unique to rugby, IBM will launch the IBM TryTracker, which will include the ‘Keys to the Game’, provide pl...

Hands Down, The Best Sponsorship Tweet. Ever.

When the lights went out at the Mercedes-Benz Superdome, Audi, which had a $4 million ad spot in the big game, was ready to pounce... Not to be outdone, some other fast-thinking advertisers had their own response to the power outage. Here's a sampling... Oreo SodaStream Best Buy Pepsi #humortag

WTA Inks Business Services Sponsor

The WTA has announced a multi-year, multi-million dollar global partnership with Xerox. Under the agreement, Xerox will become the WTA's exclusive supplier of business services and office document technology. "Xerox is one of the world's leading iconic brands, and to have them not only as a sponsor but as a partner is a real plus to the WTA family," said Stacey Allaster, Chairman & CEO of th...

Texas Aims To Raise $3.5 Million From Transportation Sponsorships

The Texas Transportation Commission today approved a rule change enabling the Texas Department of Transportation (TXDOT) to accept sponsorships to pay for roadside upkeep, maintenance at safety rest areas and litter control. The state says that the sponsorship program, expected to launch this spring, could provide up to $3.5 million annually in additional revenue. “We applaud TxDOT for think...

Formula 1 Adds Official Airline

Emirates and Formula One have announced a far reaching five year agreement that will make one of the world's fastest growing airlines a Global Partner of Formula 1 starting with the 2013 season. The Financial Times reports that the five year deal is "worth about $200 million." As part of the deal, Emirates will have a strong branding presence at 15 top races across Europe, Asia, Australasi...