Three's A Crowd? Top Cycling Team Names Trio of Title Sponsors

One of cycling's top teams will have three different title sponsors the next time you see them on the road. RadioShack and Nissan are joining the Leopard-Trek World Tour Team as sponsors for the 2012 and 2013 seasons. The new team will be one the TV people will no doubt love: the RadioShack-Nissan-Trek Professional Cycling Team. “In modern cycling you cannot move forward without strong sponso...

Four Years Later.. London 2012 Reaches £700m Sponsorship Goal

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has reached its domestic sponsorship goal - £700 million. LOCOG confirmed that Westfield has become the Official Shopping Centre Developer and 44th domestic sponsor of London 2012 in a tier three deal. Westfield’s 1.9 million sq ft Stratford City development is directly adjacent to the Olympic Park and it is est...

New Investors Look To Give Miss America A Sponsorship Makeover

Driven by a new investment partnership, the Miss America Organization is getting ready to undergo a massive makeover. Private equity firm, Hilco, and licensing expert, Infinity Lifestyle Brands, have teamed up to transform Miss America, the business, into a major player in the sponsorship and licensing world. Through the new partnership, Infinity and Hilco hope to evolve Miss America into a con...

Professor: Super Sponsors Outperform S&P

Do companies that invest in sponsorship, as a general rule, outperform those that don’t? That's the assertion of a new study by by Professor Jonathan A. Jensen of Columbia College Chicago, which was recently published in the International Journal of Sports Marketing & Sponsorship. The survey looked at 50 major US corporations including NIKE, AT&T, Coca-Cola, VISA, McDonald’s and Ford ...

Cubs Renew Beer Deal Which Began in the 50's

After some concern by fans, Pabst Brewing Company's Old Style beer will be back at Wrigley Field through 2013. Old Style has been available to fans at Wrigley since 1950. "For more than six decades Cubs fans have been drinking Old Style beer at Wrigley Field and it has always been part of the game day experience at this legendary ballpark," said Daren Metropoulos, co-owner of Pabst Brewing Co...

Barefoot Running Brands Dip Their Toesocks Into Sponsorship

Injinji, maker of the odd-looking, but patented Performance Toesock, which is designed to provide the freedom of being barefoot with the added protection of a sock, will sponsor an obvious fit: The New York City Barefoot Run. While there are many skeptics of barefoot running, sponsorship sales pros may want to consider getting a piece of the trend as brands jockey for their place in the movemen...

Vikings Loading Up On Spirits Deals

The Minnesota Vikings are taking full advantage of their new ability to sell sponsorship to the spirits category. Days after announcing it had secured E&J Brandy as a team partner, the NFL team has also signed a three-year tequila deal. Under terms of the deal, Familia Camarena Tequila will receive rights to the Minnesota Vikings logos, as well as in-stadium brand exposure during all Vikin...

Enrique Iglesias Dials Up Tour Sponsor

Mobile service provider, MetroPCS, and handset partner, Huawei, will be the presenting sponsors for the Enrique Iglesias's new tour kicking off later this month. The 19-city tour, entitled the Enrique Iglesias Euphoria Tour, will feature Pitbull and bachata artist Prince Royce, offering MetroPCS customers the opportunity to win products and exclusive experiences with Enrique. Running through ...

Meet the Glambulance

There's something a little bizarre about seeing a cutesy, fake ambulance on the weekend of 9/11's 10-year anniversary, down the street from a live police check point set-up for the latest terror threat and across the street from the heavy security at Lincoln Center for Fashion Week. Then again, maybe that's over-sensitive. What do you think about Band-Aid's ambulance activation for Fashion Week...

White Castle Sponsors National Finger Football League

Even the classic game of finger football has gone corporate, selling naming rights to the National Finger Football League. White Castle is partnering with a company called, Zelosport, for the 12-city regional Finger Football tournament this fall culminating with a national championship event called the White Castle Slider Bowl in Indianapolis the week of the Super Bowl. “Teaming up with the N...