TED Gets $1.25 M Sponsorship For New Online Youth Education Program

Kohl's Department Stores is partnering up with TED, the nonprofit organization that provides a conference platform for innovative thinkers to present Ideas Worth Spreading in a deal that will see Kohl's provide a $1.25 million sponsorship to launch education-based opportunities for youth. As part of the partnership, Kohl's will be the sole presenting sponsor of the inaugural TEDYouth event in N...

NFL Kinects With Xbox For Official Console Sponsorship

Xbox 360 will be the official console sponsor of the NFL and NFL PLAY 60 it was announced today by the NFL and Micosoft. The Xbox 360 will work with the NFL's youth health and wellness program, NFL PLAY 60, to promote an active lifestyle through Kinect for Xbox 360. "We are excited to be aligning with one of the world's premier sports organizations and believe the Xbox 360 brand represents man...

A Pennsylvania High School Raised $10K By Selling Naming Rights To Its Parking Lot

While New jersey will soon allow ads on school buses, one Pennsylvania school has one-upped them by selling naming rights to the whole parking lot. Pennsylvania does not allow school bus ads, but David Davare, an official with the Pennsylvania School Boards Association, says more districts are looking at naming rights and sponsorships as a way to generate revenue. Here's what the local newspa...

From Basketball To Billboards, Tire Co Takes Brand Awareness To The Next Level

The seventh largest tire company by market share in the U.S. is looking to make a leap in the standings thanks to some high profile sponsorship spending. Hankook Tire America Corp., which makes up about 4.5% of consumer tires sold in the U.S. according to Modern Tire Dealer, has added college basketball to the sports marketing mix, which already includes advertising at twenty two of thirty Majo...

[VIDEO] How Live Nation Turns Sponsors Into Brand Heroes

Courtesy of the Billboard Touring and Conference Awards, here's Live Nation sponsorship guru, Russell Wallach, talking about the music company's refreshing approach to partnerships.

The ATP Now Has An Official Tourism Destination

The ATP has signed a two year agreement to make Rio de Janeiro the official tourism destination of the ATP World Tour. The deal is aimed at promoting international travel to Rio during the the ATP's 62 events, held in 32 countries throughout the year. South America's third largest city will be the new presenting partner of ATP World Tour Uncovered – the Tour’s weekly 30-minute magazine-style...

Adidas Replaces Reebok As McDonald's All American's Official Footwear

One of the most prestigious and competitive high school basketball events in North America, the McDonald's All American High School Basketball Games announced today that adidas has won the new designation as the official footwear, uniform and apparel provider. McDonald's partnership with adidas will bring a new look to the prestigious McDonald's All American Games, which was last year sponsored...

Despite Bankruptcy, Power Balance Will Keep Kings Partnership Officials Say

Power Balance, the maker of the fashionable plastic wristbands that promised to offer fitness enthusiasts an athletic edge, filed Chapter 11 last week after it was ordered to pay $57 million in a class action lawsuit against the company. Just last January, Power Balance brokered a deal with Maloof Sports and Entertainment to take over the naming rights to the Sacramento Kings' home venue. Acc...

This Brand Just Spent $1 Million To Sponsor A Beach

Update: The measure passed City Council unanimously so Toyota is now the official vehicle of San Diego's lifeguards. In a separate deal, Sprint could become the "official wireless partner" of the city of San Diego in, if approved, what would be worth $100,000 annually for two years, with three one-year renewal options. The city has budgeted $800K in sponsorship revenue from these type of sponso...

Sponsorship Efficiency Helped MasterCard Trim Marketing Expenditures 20%

MasterCard International CMO, Alfredo Gangotena, made a lengthy presentation last week here in New York. One of the interesting factoids that peaked our interest was this one: between 2008 and 2010, the company reduced marketing by 20%, to which it credits "focusing on greater efficiencies, such as advertising production agency fees or much better use of our sponsorship assets." Of course, it's...