Building off of my colleague Diane’s latest blog, I recently watched Morgan Spurlock’s newest documentary, POM Wonderful Presents: The Greatest Movie Ever Sold. One of the major themes of the film is the importance of discovering your brand personality for the purpose of partnering with ‘like’ brands. In the movie, Spurlock visits a noted branding agency where they identify his primary brand attributes as a juxtaposition of being both playful and mindful. From there, the brand agency listed several companies that had a similar brand identity, such as Apple and JetBlue, as potential partners for Spurlock’s documentary. 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
Reading this month’s Partnership Activation newsletter (a must read for sports business professionals), I found the utilization of virtual advertising during in-game broadcasts by several NHL teams compelling. While in-game virtual advertising is not a new concept (baseball has been utilizing it for behind-the-plate advertising for 10+ years), it is becoming more prevalent amongst NHL teams in recent years. Thinking about it in greater detail, selling digital advertising inventory would be a great fit for teams in several different sports and a potential league-wide activation platform for a sponsor. 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?
A couple of Saturdays ago, three of my worlds collided: the library, Girl Scouts and sponsorship. 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
I just got tickets to the Allstate Wrigleyville Classic between the University of Illinois and Northwestern University, and I am genuinely excited to see a college football atmosphere brought to Wrigleyville. I’m planning on writing a more extensive blog post next week highlighting my takeaways, favorite activation tactics, and thoughts on the overall fan experience. The remainder of this post will focus on what I hope is the biggest long-term takeaway from the weekend – the Cubs learning how to better engage their fans with a greater pre-game atmosphere.