Starwood Extends Live Nation Pact

Starwood Hotels & Resorts will extend the multi-million dollar sponsorship alliance it signed with Live Nation in 2009. As part of the renewal, members of the Starwood Preferred Guest (SPG) program will continue to be able to use points towards exclusive Live Nation music experiences. Starwood will continue to run promotions and redemption opportunities with SPG, have access to acoustic pe...

MBFW Sponsors Take Fashion To The Masses With Consumer Activations

Mercedes-Benz Fashion Week has announced this season’s official sponsors and while the usual suspects are back entertaining fashion's elite at Lincoln Center, many of this season's activations have a downright consumer feel to them. While not everyone can make it into the tents, a few brands are extending the experience beyond Manhattan's Upper West Side. Check out the sponsors that are usherin...

Sponsorship Announcement Gone Wrong

The CEO of Synergy sponsorship consultancy, Tim Crow, asked whether this was the sponsorship gaffe of the year? He was referring to the CEO of Virgin Blue, who yesterday inadvertently announced that Australian swimmer Ian Thorpe (whom the airline just signed to a lucrative sponsorship deal) would win many more medals for Qantas, Virgin Blue's competitor and Borghetti's former employer. The Ag...

Dutch Brewer To Be London Olympics' Official Lager

Dutch brewer, Heineken, will be the Official Lager Supplier and sponsor of London 2012 in a tier three sponsorship deal. As part of the, deal the company’s flagship premium beer, Heineken will be the branded lager served at the Games and Heineken UK will have exclusive pouring rights for its portfolio of beer and cider brands at all London 2012 venues where alcohol is served. Alexis Nasard, C...

TapouT Expands Beyond MMA To New Sports

MMA outfitter, TapouT road the resurgence of mixed martial arts, growing from a $30,000 apparel company in 1999 to nearly $200 million in gross revenues in 2009. Now TapouT, which was recently acquired by Authentic Brands Group, is entering a new sport: NASCAR. The brand has signed a multi-year deal with Kevin Harvick and will make its NASCAR debut at Las Vegas Motor Speedway on March 5, 2011 ...

Tequila Brand Continues National Expansion With Orlando Magic Deal

Familia Camarena Tequila has added the Orlando Magic to its sponsorship roster, paving the way for its expansion into Florida. The tequila brand adds the Magic to a sponsorship roster that already includes the NBA's Phoenix Suns, MLS' Chivas USA and MLB's Los Angeles Angels of Anaheim and the San Francisco Giants. Familia Camarena will receive in-arena brand exposure at Amway Center, as well as...

PGA Tour Gets An Official Steakhouse

The PGA Tour and Morton's Restaurant Group have entered into a new marketing partnership beginning in 2011 that designates Morton's The Steakhouse as "The Official Steakhouse of the PGA TOUR, Champions Tour and Nationwide Tour." This is the first official league-wide sports partnership for the 77-restaurant steakhouse chain. "We are extremely pleased to announce our marketing partnership with ...

Google Sponsorship Asks Hackers To Crack Chrome

Google is using sponsorship to test the defenses of the company's Chrome browser. It has announced it will be sponsoring the 5th annual 5th annual Pwn2Own competition, an event where hackers are challenged to break the security of various mobile and web browser programs. This year Chrome will be on the list. The Google Security Department is sponsoring a $20,000 award to the first competitor...

Alaska Airlines Lets Portland Timbers Fans Design The Team Plane

SP's Activation Tactic of the Week Series is supported by Getty Images. As part of our partnership, you can get 5% off when you purchase images at GettyImages.com by using the coupon code XTTPC46N during checkout. Alaska Airlines is celebrating its new partnership with the Portland Timbers by running a "Paint the Plane" contest that allows fans an opportunity to have a say in the design of ...

American Airlines Partners With Pops

American Airlines has partnered with The New York Pops, the largest independent pops orchestra in the United States, and will serve as the official airline of the organization under a new three-year agreement. As part of the deal, American Airlines will provide opportunities for The New York Pops to reach a wider audience through special inflight programs, live music in American Airlines Admir...