Advocacy Groups Seize On Sponsorships To Amplify Message

The upside of high profile sponsorships are obvious, but the down side has also been on display over the past few days. Just as sponsorships offer brands a great opportunity to align with the passions of a wide audience, so too do they give advocacy groups a hook to engage larger audiences in their fight against the sponsor. We've seen this play out in several painfully public examples all the...

A Brand's Guide to Coachella

For most of the 200,000 visitors to the Coachella Valley Music and Arts Festival, Coachella represents nothing but a giant music-filled party in the desert. For marketers, though, Coachella is an opportunity to reach a captive, affluent audience in an unexpected setting. Read More From The Deutsch Blog >>

Soccer, F1 Giants Team Up To Expand Reach

Two teams from two of the most watched sports in the world are joining forces to share commercial opportunities and expand the reach of their respective audiences. Chelsea and Sauber say they will use the new partnership announced earlier today to launch joint commercial initiatives, merchandising, events, marketing and linked sponsorship opportunities. "This is an innovative partnership that ...

RV Club Goes Off Road For Latest Sponsorship

Good Sam, a major motorsports sponsor, was back last weekend on the most recent episode of the Apprentice. The Season 12 sponsorship deal nearly didn't happen. After pictures of Eric and Donald Trump Jr. surfaced from a recent safari in Africa, Good Sam and Camping World Chairman and CEO Marcus Lemonis said the company would not sponsor future tasks on the Celebrity Apprentice causing hunters...

Olympians Sue Samsung Over Genome App

18 Olympians last week sued Samsung over a staple of its 2012 Olympic activation, the U.S. Olympic Genome Project, for allegedly misusing their names and photos in the Facebook application. As first reported by Bloomberg, the list of athletes suing Samsung include Dara Torres, Mark Spitz, Greg Louganis, Jackie Joyner-Kersee and others. The app, which was released earlier this month, aims to ...

This Start-Up Wants To Sponsor Celebs Who Are Tired Of Carrying Their Own Luggage

The evolution of luxury travel has spawned plenty of private aviation sponsorships, now meet what may be the next iteration of this trend: personal luggage shipping. LugLess.com, the international luggage shipping company, says it has signed its first "socialite" sponsorship deal and is eager to do more. The endorsement deal with "social icon and internet celebrity," Justin Ross Lee ("JRL"), w...

Pepsi Will Emphasize Music Partnerships In First Global Campaign

As part of its new "Live for Now" marketing campaign in the U.S., Pepsi will present a series of exclusive pop-up, Twitter-enabled concerts this summer featuring major music artists. Details are still forthcoming about the Twitter integration, but word is that the Twitter partnership will kick-off in the U.S. in early May as the first "Live for Now" ad spot goes to air. The "Live for Now" ...

Churchill Downs Adds Four New Partners For Ky Derby

Churchill Downs Racetrack has added four new partners for this weekend's Kentucky Derby presented by Yum! Brands. Under the new partnership agreements, Grey Goose Vodka, since 2005 a sponsor of the Breeders Cup, will brand one of the track's most popular cocktails, the Grey Goose Oaks Lily, which will be available at bars throughout the track. Grey Goose will also have a prominent presence se...

Diamond Company Sponsors Derby Contender, Gemologist

Helzberg Diamonds has found a clever way to tie-in to the excitement around the 138th Run for the Roses. The Kansas City-based company has developed a partnership with jockey, Javier Castellano, who will rode Derby contender, Gemologist, in the 2012 Kentucky Derby on May 5th, 2012 Most of the activation will be centered on the run-up to this weekend's race. Castellano talked about his derby ex...

You Won't Believe What These Guys Had To Do For Their Sponsor

Think your sponsors push you to extremes with unreasonable requests? You've got nothing on a few climbers, who recently slacklined the Verndon Gorge in the south of France. At 2:45 in the video below, they fulfilled their sponsor obligation by unfurling a banner for equipment retailer, slack.fr, across the slackline. It's a good bet that the online retailer got some additional sales out of this...