Report: Budweiser-FA Deal Imminent

The FA will announce Budweiser as the new sponsors of the FA Cup after Saturday's final but only following a bitter beer war that could cost the organisation as much as £8m. The Football Association, also known as FA, looks to have secured a major beer sponsor, but will come at the cost of another? The Daily Mail reports that American brewer, Budweiser, will as much as £8m for the honor. "Th...

Houston Dynamo Secure Second Founding Partner For New Stadium

Texas-based Dr Pepper Snapple Group has signed on to become the second Founding Partner for the Houston Dynamo's new stadium. In addition to serving as the exclusive soft drink provider of the Houston Dynamo, DPS will also have pouring rights at and a founding partnership when the doors to Houston's newest stadium open in 2012. The 2011 season marks the first year Major League Soccer teams hav...

The Cluttered Sponsorship – Stop!

OK, so there are limits. Many of you who have heard me speak or know me, also know my passion for the industry. I live and breathe sponsorship. When I go to an event or a building, I see missed opportunities. I notice places and opportunities that can be sold and where revenue can be increased. That is what I do for a living. But even I have to admit that there are limitations. When we work fo...

FedEx Renews St. Jude Classic Through '14

Memphis-based FedEx Corp. has extended its one-year sponsorship commitment of its hometown tournament by three years, continuing the FedEx St. Jude Classic through 2014. "FedEx has taken a significant step to assure the continuation of its hometown tournament over the next four years," said PGA TOUR Commissioner Tim Finchem. "FedEx obviously values the impact that the tournament has on the Me...

Disney To Join ESPN In Olympic Bid?

ESPN might bring in the big guns (parent company: Disney) in a bid to secure the TV rights for the 2014 and 2016 Olympic games. In an attempt to sweeten its Olympic bid next month, ESPN is tossing around the idea of supplementing its TV rights offer with a marketing deal from its parent company. A deal being considered would make Disney a member of The Olympic Partner (TOP) program, the Int...

Yokohama Signs First Sponsorship In Philadelphia Market

The tire category has seen a lot of sponsorship activity lately from the likes of Bridgestone, Continental Tire, Khumo, Toyo and Yokohama. Today, the latter has announced its first sports marketing foray in the Philly market, part of a broader initiative to align with professional sports teams in key markets. Yokohama has teamed up with the Philadelphia Phillies, its second MLB team deal, in an...

Chivas Mixes Film & Philanthropy With Newest Partnership

Chivas Regal, the world's original luxury Scotch whisky and an Official Partner of this week's 64th annual Cannes Film Festival, is using the festivities to launch a new global brand partnership with FilmAid International, an organization that uses film screenings to bring critical life-saving information to people suffering the effects of war, poverty and displacement or disaster. An initial d...

Northern Trust Renews PGA Tournament

Northern Trust today announced a four-year sponsorship extension with the PGA Tour for the Northern Trust Open in Los Angeles through 2016. Northern Trust’s original five-year agreement was set to expire after the 2012 tournament. The deal is a positive sign for the PGA Tour. After taking TARP money in 2009, Northern Trust drew fire from lawmakers for its sponsorship of the tournament. The ban...

Nike Uses a "Social" Billboard Campaign to Promote Customization in Copenhagen

Nike recently launched an innovative billboard campaign in Copenhagen, Denmark that featured a team of Nike graffiti designers customizing a Nike iD billboard in "real-time" based on Facebook community engagement. Over a two week period, Nike graffiti artists spray painted a giant white shoe billboard to mirror the most "liked" designs in the Nike Free Run 2 iD Facebook page. On the dedicated ...

Pro Cycling Event Donates Presenting Sponsorship To Charity

The USA Pro Cycling Challenge today announced the donation of the competition's presenting sponsorship to Millennium Promise, a leading international non-profit organization solely committed to helping end extreme poverty. By changing its name to "USA Pro Cycling Challenge for Millennium Promise," both parties hope to introduce Millennium Promise to millions of fans following the event through...