Report: Bankrupt Sponsor Owes Nearly $10M In Rights Fees

The meteoric rise and fall of the sponge-maker category was nothing short of extraordinary. Accruing deal after deal, SpongeTech raised visibility overnight with more than 30 major sponsorship deals in less than two years. Thanks in part to the media hype around these deals and the discussion board frenzy they created, the assumption by many seemed to be that the now bankrupt company had been v...

[VIDEO] Watch BMW's Brilliant Mini MINI Haul Javelins & Hammers Around Olympic Stadium

OMEGA and BMW may not have the biggest marketing budgets as compared to Olympic sponsor heavyweights like Visa, P&G and Coca-Cola, but when it comes to getting noticed at the Olympics they may not have to. Both brands by the nature of their products are being afforded a rare and valuable invitation to participate on the field of play -- a sponsorship rarity in any sport, most especially the Oly...

7 Emotional Factors That Influence A Property's Value To Its Partners

A new study by market research firms, Ipsos Reid and TrojanOne, recently identified and measured properties on seven key drivers of consumer sponsorship equity. Rather than evaluating on quantitative metrics, the study set out to value the emotional equity that a property has potential to confer on a partner through sponsorship. “There are hard measures available – attendance, viewership, a...

Timelapse: How To Wrap A Train Station From Head-to-Toe

London's Stratford station got a full makeover for the 2012 Olympic and Paralympic Games. To get commuters in the Olympics spirits, Lloyds sprinkled sporting items around the station such as a full size volleyball net, trampoline, a table tennis table, a wrestling mat, a hurdle, an archery target and a tennis net. On a normal day more than 55,000 passengers use Stratford station with an additio...

How Big Beers Sponsor Small Without Bullying Local Breweries

When big brands (with bigger marketing budgets) descend on fast growing local events, it's often a sensitive issue. On one hand, bigger brands can offer more resources to make the event better for eventgoers. On the other hand, loyal local sponsors often get pushed out due to exclusivity issues. For fans and consumers, this can often send the wrong message in these cynical corporate times. ...

Expedia Sponsors Premier League Refs

Expedia, the world’s largest online travel agency, has signed a deal to sponsor officials in the Barclays Premier League, the npower Football League, The FA Cup with Budweiser, the Capital One Cup and other domestic, professional matches. The one year sponsorship Professional Game Match Officials Limited (PGMO), the governing body of officials, gives Expedia exposure at over 2,500 professional ...

[VIDEO] Check Out VW's Awesome Beetle Shark Cage

A few back we wrote that Volkwagen had entered into a fascinating new partnership with Discovery Channel to sponsor Shark Week and part of the deal, the german auto manufacturer would be developing a custom drivable underwater shark cage. Discovery has run several promos, but none have actually shown this thing in action. Well, here it is... Discovery Channel's 25th Anniversary of S...

Chicago Woman Proves Its Possible To Survive On Olympic Sponsor Products

For more than three weeks DraftFCB Copywriter, Terin Izil, ate McDonald's, drank Coca-Cola and only showered with Procter & Gamble products proving that it is possible to survive exclusively on a diet made of Olympic sponsor products. Take that Olympic junk food haters! Dubbed the "5-Ring Diet," Izil has been exclusively using Olympic sponsors' products since July 20th as part of an effort to r...

Finally... Someone Has Built A Shoe That Can Receive and Display Tweets

To celebrate its sponsorship of the first "Social Games," the good folks over at Adidas recently managed to configure a red adiPower Barricade to receive and display tweets. Fans can tweet the shoe directly @adidasbarricade. Check out the video below for the details. H/t: Pocket-lint.com #activationstag

Retailer Brings Fast Fashion To Music Fest With Same-Day Delivery Service

As the official fashion partner for Virgin Media's V Festival, UK online department store Very has launched what it is calling the world's first festival delivery service. Using a special mobile website designed for the festival, fans can purchase any of the brand's 50,000 fashion or home lines directly from their phones on the Friday of the festival, with free next day delivery at V Festival. ...