Pepsi Will Emphasize Music Partnerships In First Global Campaign

As part of its new "Live for Now" marketing campaign in the U.S., Pepsi will present a series of exclusive pop-up, Twitter-enabled concerts this summer featuring major music artists. Details are still forthcoming about the Twitter integration, but word is that the Twitter partnership will kick-off in the U.S. in early May as the first "Live for Now" ad spot goes to air. The "Live for No...

Churchill Downs Adds Four New Partners For Ky Derby

Churchill Downs Racetrack has added four new partners for this weekend's Kentucky Derby presented by Yum! Brands. Under the new partnership agreements, Grey Goose Vodka, since 2005 a sponsor of the Breeders Cup, will brand one of the track's most popular cocktails, the Grey Goose Oaks Lily, which will be available at bars throughout the track. Grey Goose will also have a prominent presence ...

Diamond Company Sponsors Derby Contender, Gemologist

Helzberg Diamonds has found a clever way to tie-in to the excitement around the 138th Run for the Roses. The Kansas City-based company has developed a partnership with jockey, Javier Castellano, who will rode Derby contender, Gemologist, in the 2012 Kentucky Derby on May 5th, 2012 Most of the activation will be centered on the run-up to this weekend's race. Castellano talked about his derby ...

You Won't Believe What These Guys Had To Do For Their Sponsor

Think your sponsors push you to extremes with unreasonable requests? You've got nothing on a few climbers, who recently slacklined the Verndon Gorge in the south of France. At 2:45 in the video below, they fulfilled their sponsor obligation by unfurling a banner for equipment retailer, slack.fr, across the slackline. It's a good bet that the online retailer got some additional sales out of this...

Review Sites Secure Partnerships To Ramp Up On-The-Go Reviews

Newly public, Yelp.com, is ramping up its distribution and marketing partnerships. Last December, Yelp announced details of its partnership with BMW, and yesterday the company gave insight into additional partnerships that will see the service integrated into Mercedes and Lexus in-vehicle infotainment systems. "These relationships underscore the value that Yelp content provides to consume...

Pepsi To Release Michael Jackson Commemorative Cans

Pepsi today announced an exclusive global partnership with the Estate of Michael Jackson as part of its new "Live for Now" campaign. The new partnership builds on an existing relationship that dates back to the first Pepsi campaign Jackson appeared in alongside his brothers in 1983, as part of the Pepsi 'New Generation' campaign followed by Pepsi's sponsorship of the BAD Tour. As part of the pa...

Google To Spend $200M Marketing YouTube Channels

At its inaugural upfront yesterday, Google execs made clear that the company plans to flex its marketing muscle to build an audience for its new YouTube channels. According to reports, the company has earmarked $200 million in marketing to the effort. YouTube's initial channel line-up will feature co-branded titles with partners like IGN (gaming), Wall Street Journal (finance) and SB Nation...

BetFair Finds New Real Estate For QR Codes

Never one to be shy with its activations, BetFair has in the past integrated its QR codes into haircuts and rear ends. Here's it's latest evolution of the QR code phenomenon. #activationstag

Check Out How Puma Launched Its Latest Motorsports Deal

PUMA has secured its first official sponsorship in Global Rallycross, announcing yesterday that it will team up with Subaru to form the Subaru PUMA Rallycross Team. The deal won't come as a surprise to those of you who regularly monitor the SponsorPitch jobs bank, which included a PUMA position back in April touting its newest motorsports marketing initiative. To kick off the partnership, t...

USA Water Polo Adds Another Food Product To Its Sponsor Portfolio

USA Water Polo will have no shortage of snacks in the run-up to the 2012 Olympic Games. Having already secured an official snack food and an official dried fruit, the organization has named Nestlé chocolate milk brand, Nesquik, the official flavored milk and recovery drink of USA Water Polo. In preparation for the 2012 Olympic Games, Nesquik will be provided to the USA Men's and Women's Senior ...