My family and I moved to the suburbs of Pittsburgh when I was nine and Joe Paterno was already many years into becoming a football and Pennsylvania legend. more
I attended the Sports Entertainment Summit produced by Variety and trade association Sports Video Group last week in Los Angeles and came away with the following nuggets: more
With marathon season underway, one specific sponsorship jumped out at me. Arcadia Brewing Company, a Michigan-based craft beer brewery, is partnering with the inaugural Kalamazoo Marathon. According to marathon coordinator Karen Townsend, one of the first questions she received from the runners is whether there was going to be beer at the finish line tent. Instead of just filling the category and providing beer to runners and spectators, Arcadia Brewing really stepped up. Not only is the brewer sponsoring the event, but it will also be creating a special-edition ale (called Finish Line Ale) specifically for the event. more
I got the chance to cross “Attend the NCAA Championship Game” off of my bucket list this past weekend. One of the many valuable experiences I had was visiting the NCAA fan fest, Bracket Town Refreshed by Coke Zero. Getting to see how each NCAA partner activated their sponsorship was a marketer’s dream. more
I was watching the NBA Slam Dunk contest on Saturday night when Blake Griffin made his event-winning dunk over a Kia Optima. It got me wondering – can a cosponsor ambush another cosponsor? Kia appeared to receive the most post-event buzz on the twitter-sphere despite Sprite being the event title sponsor and newspaper/website headline pictures all featured Griffin’s dunk over the car. Yet, was this necessarily a bad thing for Sprite?
Last month, I was watching my beloved Illini basketball team in the annual 2K Sports Classic benefiting Coaches vs. Cancer and I was immediately struck by the disproportionate number of sponsor logos in view. more
As a very passionate and loyal fan of Barca, today’s news that the club will have a shirt sponsor for the first time in its 111-year history raises many questions and some confusion. more
Did the NBA’s ban of the Concept 1 basketball shoe make the brand more marketable than a sponsorship of the NBA or the league’s players could have?
Looking back at the season for marathons, triathlons and other endurance events that unofficially wrapped up last month with the ING New York City Marathon, it’s clear that sponsors have tuned into the many benefits and opportunities that make those events unique and desirable properties. They offer sponsors access to an engaged, passionate audience; often economical rights fees; opportunities for creative and meaningful activation; and opportunities to highlight a company’s social corporate responsibility efforts. more
As a follow-up to last week’s blog post, here are three of my favorite sponsorship activation tactics/takeaways from the Allstate Wrigleyville Classic. more