SEAT to Sponsor Shakira's Euro Tour

The Spanish automotive brand, SEAT, and Shakira have signed a partnership agreement whereby the car manufacturer will become the main sponsor of international pop star’s forthcoming European tour. This agreement will link the the SEAT brand to the musical talent of Shakira and her latest album ‘She Wolf.' SEAT hopes that the Colombian-born singer will become an ambassador for the fast growing ...

PGA's Finchem: 'We've had a phenomenal year in the sponsorship marketplace.'

PGA Tour Commissioner Tim Finchem stepped up to the mic today to address the Tiger situation as well as the overall business health of the PGA Tour. Here's what he had to say about the state of the PGA Tour's sponsorship renewals. Excerpts and transcript courtesy of PGATour.com and ASAP Sports. On the state of sponsorship over the past year: On the business side of the equation, our biggest c...

Heluva Good News for Watkins Glen

Watkins Glen International today announced that Heluva Good! will continue as the title sponsor for the NASCAR Sprint Cup Series race through 2011. The two year agreement is a two track deal that includes the title sponsorship for Michigan International Speedway’s NASCAR Sprint Cup Series race in June. The 25th running of the Heluva Good! Sour Cream Dips at The Glen will be held on August 8th...

Links 12/17/09

Deals Price Chopper, Kraft Foods renew sponsorship for 2010 Cup race at Kansas SpeedwayBMW, Coca-Cola, Sony Extend Sponsorship Of PGA Tour EventsHeluva Good Renews As Title sponsor at The Glen Through 2011SEAT to Sponsor Shakira's European TourMylan to Sponsor PGA TOUR's Nationwide Tour Event in Pittsburgh Trends The PGA Tour is kidding itself when it says it will be fine without Tiger W...

Firestone Signs Five Year Deal With MLB

From The New York Times: Firestone, which in the past has mainly limited its sports sponsorships to auto racing, has reached a five-year, multimillion-dollar deal with M.L.B. to become the official sponsor of the sport’s All-Star balloting next season. The deal also includes national advertising during broadcasts and in print publications at stadiums. For Firestone, it’s the first nonracing s...

Activation Tactic of the Week

Are you looking for new ways to speak directly to high class, middle-aged consumers? Are you looking for new ways to leverage sports without spending large sums of money on official partnership agreements? Charles Schwab, the Official Investment Firm of the PGA Tour and the Champions Tour, recently launched a creative messaging campaign that speaks directly to its middle-aged, affluent consume...

Sponsorship for PR Services?

Presumably PR firms understand the enormous value of aligning with the Olympic games. They understand, but how will they value it when it comes to their own bottom line? That's what PRWeek asks today. London 2012 has asked PR firms bidding for the Games business to consider Value-In-Kind sponsorship of London 2012, presumably in lieu of some payment. PR Week writes: The lowest sponsorship ...

Links 12/18/09

Deals NASCAR, partners plan up to 500 branded campgroundsPetronas chairman confirms withdrawal from F1 team sponsorshipABC board revokes employee's Jim Beam bass fishing sponsorship amid investigationFirestone Signs Five Year Deal With MLBUSA Luge gets extension of Norton deal til 2014 Trends Champions League money up despite downturn There Was No Business Like Barca's in 2009World Cup ...

All I Want for Xmas..

Alcohol companies are without question, the best at activating around a thematic association, without actually having to purchase any imagery rights to do so. In this case, it's Heineken creating Christmas trees out of over a 1,000 Heineken bottles. The first from Shanghai, the second from Beijing (don't ask us the tie-in to bad country music). Apparently, Heineken has taken this same a...

Product Launches Offer Oppty To Pitch

When properties see new product launches at big companies, they should be licking their chops right? Afterall, you have to spend money to make money (and build a new brand!). The trouble for sponsorship sales, is not necessarily in convincing companies to spend around product launches, but finding out about them and pitching to their goals, in the first place. When a product gets introduced to...