Activation Tactic of the Week

As part of their partnership with the New Zealand All Blacks Rugby Team, Air New Zealand recently released a terrific airplane safety video that incorporates players, fans, and more. The video demonstrates new ways that teams and airline partners can leverage their affiliations in creative ways. Check it out below: Brian Gainor is a passionate sports marketer with agency experience as well...

Chicago Bears Get Energy Partner

Nordic Energy Services, LLC, a Chicago-based, Alternative Retail Electric Supplier and Alternative Gas Supplier, has reached an agreement with the Chicago Bears to be their official energy provider. Under the terms of the agreement Nordic Energy will manage supply contracts, scheduling, usage data, research and forecasting to help the Bears oversee their energy needs. Jim Deering, President...

JPMorgan Chase’s $300M MSG blockbuster

JPMorgan Chase has agreed to a massive sponsorship deal with Madison Square Garden worth at least $30 million a year, which stands as the most lucrative annual building/team sponsorship agreement to date. Multiple sources confirmed the top-level deal valued at $300 million over 10 years or more in securing rights to almost every asset in the Garden, which is undergoing an $800 million phased r...

ATP & FedEx Confirm 3 Year Deal

The ATP and FedEx have signed a three-year agreement that will make FedEx a new global Platinum Sponsor and the Official Carrier of the ATP World Tour. The sponsorship will launch at the 2010 Barclays ATP World Tour Finals in November and extend through 2013. In addition to global marketing rights, FedEx will become a sponsor of 17 ATP World Tour tournaments in 12 different countries. Reliabl...

IBM Transforms U.S. Open With Cloud Computing

IBM is looking to change everything about the U.S. Open tennis tournament -- the way fans get information, the way networks get video streams and data graphics, and even the way the pros analyze their own games. Read More >>

BASS Renews Two Key Partners

BASS, which manages some of the globe's highest profile pro fishing tournaments, has renewed two key partnerships this week. Skeeter Boats will continue to serve as an official boat sponsor and Yamaha will return as an official engine sponsor of BASS. "There is no better way for Skeeter to reach anglers than through BASS competition," said Jeff Stone, senior vice president and general manag...

London's Tate Modern Museum Loses UBS Sponsorship

Tate Modern, London’s riverside museum, has lost the sponsorship of UBS AG, and raised “roughly half” the cost of its planned 215 million pound ($330 million) extension, Tate Director Nicholas Serota said. Read More >> photo credit

iDeeli.com Delivers Fashion Week Experience to Members

iDeeli, the members-only shopping website in its first year of sponsoring Mercedes-Benz Fashion Week, will use social media to give the site's 2.9 million members unprecedented access to the runway shows at New York's Lincoln Center this week. As an official sponsor of MBFW, ideeli.com will host a series of events, editorial coverage and activities, taking place over the eight days of shows. ...

Winn-Dixie & Jaguars Launch Co-Branded Bottled Water

Winn-Dixie Stores, Inc. and the Jacksonville Jaguars today announced the launch of the NFL’s first co-branded bottled water. Sporting the Jaguars’ team logo on a teal label, the “official bottled water of the Jags” will be the only water sold at EverBank Field and is available in all Winn-Dixie and SaveRite stores in the area. “Winn-Dixie plays a vital role in making each home game a great ex...

Activation Tactic of the Week

IBM is using augmented reality to take the fan experience at the 2010 U.S. Open to new heights. The computer technology company developed a U.S. Open iPhone application that allows users on-site at the tournament to point their phone in the direction of the tennis court (even if you are walking by outside) and receive real-time scores and statistics. Fans can also use this iPhone app functional...