Links 01/13/10

Deals Portland Rose Festival Signs Official AirlinesPrincipal Financial Group renews Champions Tour Title in Des MoinesBush's Baked Beans, JTG RenewPBA and Bayer Renew Official PartnershipSanta Cruz Boardwalk Becomes Sponsor of Tour of California CyclingStaples Becomes Title of Boston Champions Tour StopGrammy's Announces This Year's SponsorsSuper Bowl XLV organizers land 10th $1 million s...

Continental Tire Scores MLS Deal

Continental Tire has become the exclusive tire of Major League Soccer. The sponsorship is part of a multi-year deal with MLS which will commence at the beginning of the 2010 MLS season. "Continental Tire has been a long-time sponsor of FIFA World Cup Soccer, so this new sponsorship supports that effort while at the same time raising our profile here in the U.S.," said Matthias Schoenberg, C...

J.P. Morgan Fuels Innovation At Round the Island Race

Last week, J.P. Morgan Asset Management announced it would continue title sponsorship of Britain's largest yacht race, the Round the Island Race, through 2012. Born in 1931, Round the Island takes place each June and is the fourth largest sporting event in the U.K. after the London Marathon and the Great North and South Runs. The growth has garnered interest from other sponsors as well, inclu...

Beam Brand Serves Up Scotch on Ice

Laphroaig Islay Single Malt Scotch, a brand under the Beam Global Spirits & Wine umbrella, will become a 2010 official sponsor of the United States Curling Association (USCA) ahead of the 2010 winter games. The sponsorship kicks off a year-long celebration of Scottish heritage by one of the world's most popular single malt Scotch whiskies. "We're excited Laphroaig has been named the offici...

Scotia Bank Ambush Upsets VANOC

When you spend $110 million to be the official bank of the Olympic Games, VANOC's got your back. That's the message that VANOC's director of commercial rights management, Bill Cooper, sent in threatening legal action against ScotiaBank and its new ambush attempt of Royal Bank's Olympic sponsorship. Scotiabank launched the "Show Your Colours" campaign in Vancouver Tuesday "You look at … the ...

Mets Sue SpongeTech For Unpaid Sponsorship

According to today's New York Post, the Mets have filed suit against SpongeTech for being in default of its 3-year, $3.34 million sponsorship. The New York Post writes: SpongeTech Delivery Systems, a New York firm that makes soap-filled sponges, is the target of a nasty lawsuit from the Mets' Citi Field that alleges the company stiffed the ballpark out of $300,000 owed for stadium-related ad...

7-Eleven Renames Police Horse Slurpee

Coming on the heels of Indianapolis and KFC's deal to rebrand fire hydrants, the Baltimore Sun reports that 7-Eleven is coming to the aid of the Baltimore Police Horse Unit. In exchange for a $5,000 sponsorship, the convenience store chain will be allowed to rename one of the 121-year old police unit's horses with its name-sake drink, Slurpee. Slurpee will be etched in the horse's saddle and ...

Links 01/14/10

Deals Caribou Coffee and Minnesota Timberwolves Sign Deal7-Eleven Renames Mounted Horse in Baltimore Police SponsorshipLaphroaig Signs Deal With United States Curling AssociationNets Launch Strategic Partnership with Rite-AidReebok to Sponsor Independent Movie 'Crooked Arrows'Continental Tire signs Multiyear Deal With MLS Trends Ryder Cup Proving Hard SellEvolution of Sponsorship: Adapt ...

Activation Tactic of the Week

Are you looking for new ways to leverage electronics partners? Are you looking for new ways to entertain fans during periods of play? The Orlando Magic featured a humorous "Name that TV Tune" video board segment that served as a fan-favorite during games in the '08-09 season. The Magic created a few simple vignettes featuring players and dance team members trying to sing the words to a recogni...

South Beach - For Sale?

This past Wednesday, Miami followed many other municipalities and awarded a three year contract to The Superlative Group, a Cleveland-based marketing company, to seek out corporate partners interested in affiliating with the Miami Beach ``brand.'' Similar programs have recently been established in cities such as Indianapolis, Chicago, New York City and Winnipeg, to great expectations and varyi...