Back to Basics

The plan for this week was to propose a new business model for sponsorship. I think it’s time for sponsorship to have a business model uniquely different from advertising and media buying that truly allows for accountability and rewards value creation for buyer and seller. However, the response to last week’s column and accompanying survey suggests the sponsorship market is not ready for very...

Nike Extends USOC Deal Through 2016

Nike and the U.S. Olympic Committee (USOC) announced today that sports apparel brand will extend its sponsorship of the USOC as an official outfitter through Rio in 2016. This includes providing footwear and apparel for the U.S. Olympic and Paralympic athletes including the medal stand uniform that will be worn on the award podium and during medal ceremonies during the London 2012 Olympic and P...

Activation: MLB Players Surprising Customers At B of A Branches

Straight from The LoHud Yankees Blog, Nick Swisher is apparently making unannounced and random appearances at Bank of America locations in the city today, giving away tickets and other Yankees paraphernalia. The promotion stems from the bank’s sponsorship of Major League Baseball, which makes it the Official Bank of Major League Baseball. Click here for more. (function (){var a=document.crea...

Puma Spends Nearly 7.5% Of Total Sales In India On IPL Cricket

In an insightful interview with Business Standard, Puma Sports India managing director, Rajiv Mehta, shares that the German sportswear and apparel giant spends 10 to 15% of overall sales on building the brand, of which a full 50% goes into promotions with the Indian Premier League. And why not, Mehta goes on to tell Business Standard that the Indian market for sportswear is climbing at a 15-20%...

Hershey's Partners Up With Hoop It Up

Hoop It Up, the world’s largest participatory 3on3 basketball tournament has announced two more sponsors for the 2011 season, which kicked off last week in Austin. Hershey's Milk & Milkshakes will serve as the nationwide tour's title sponsor, while Sundance Beverage Corporation’s Rip It Energy Fuels and Everfresh juices will join Hoop It Up as official sponsors. “We are pleased to have H...

Kentucky Speedway Collaborates With Cause For Title Sponsorship

In what seems like a growing trend, a cause, not a corporation, has taken title sponsorship to another major event. Kentucky Speedway has announced that the non-profit relief organization, Feed The Children, will serve as title sponsor of the NASCAR Nationwide Series "Feed The Children 300" on July 8th. Terms of the deal were not released. "It's an honor to partner with the Kentucky Speedway ...

Here's How The Official Cap of MLB Kicks Off The Season

New Era unveiled its 2011 Major League Baseball ad campaign today, which features 30 Rock's Alec Baldwin and The Office's John Krasinski in a series of commercials that highlight the passion behind the Yankees-Red Sox rivalry. "We've created a campaign that celebrates the most talked about aspect of Major League Baseball - the rivalry," said Christopher H. Koch, CEO. "And we've taken one of ...

EMC, Toshiba Split Title On Golf Tourney

In a rare move, Carolinas PGA Tournament has added a second title sponsor for what will now be called the 47th Toshiba / EMC North Carolina Open. “Last year’s North Carolina Open was all we could have asked for with a full field plus a qualifier, a dramatic finish, a generous sponsor in Toshiba and a wonderful charity to give to in the Hendrick Marrow Program," Tournament Director Chris Mezen...

Activation Tactic of the Week

When it comes to putting on marquee events, WWE is widely considered to be one of the best in the business. WWE showcased its prowess on Sunday when it attracted a record-setting 71,617 fans to the Georgia Dome for Wrestlemania XXVII. The event grossed $6.6 million in ticket sales and attracted avid wrestling fans from all 50 states and 30 countries worldwide, including Snookie and several oth...

Red Sox Get Ready To Party

The company, which in its commercials calls itself the "official sponsor of fun" has become the official sponsor of the Boston Red Sox, according to the Boston Globe. As part of the deal, look for Wally the Green Monster to be used in the 53-store chain's television advertising and marketing efforts, CEO Sal Perisano said. The agreement is a two year deal the Globe reports. The Boston-based par...