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Posts Tagged “Sports”

Jon Kander Apr 27

Where Sponsorship Analysts Disagree - The BP Crosstown Cup

There are two sides to every argument. My colleague, Shelley Fasulko, lauded BP’s sponsorship of the Cubs-White Sox Crosstown Classic (now called the BP Crosstown Cup). Where Shelley saw a brilliant creation of new assets, I saw blatant corporate pandering and over-commercialization of a great event.  more

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Shelley Fasulko Apr 26

Kick Ass(et) Sponsorship – BP Crosstown Cup

I’ve got nothing but big ups to send out to BP, the Cubbies and the Sox today on their announcement of the BP Crosstown Cup. In a phrase, this kicks ass. The annual Chi-town Crosstown Shoot Out is one of those experiences of legend and lore – every year passions flare, lines are drawn, Old Styles are drunk and if you’re anywhere in the city of Chicago you’re “calling in sick.” In short, it’s the equivalent of an unofficially sanctioned city-wide holiday.  more

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Jim Andrews Apr 21

Why Don’t More Big-time Sponsors Offer Big-time Perks To Customers?

Among the many sponsorship announcements I receive, one from a couple of weeks ago stood out. It was from the NBA Charlotte Bobcats, touting the fact that subscribers to Time Warner Cable in North Carolina and South Carolina would have an exclusive four-day opportunity to purchase playoff tickets before they went on sale to the general public. In case you have forgotten (or never knew), the Bobcats play in Time Warner Cable Arena.  more

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Jim Andrews Apr 15

FIFA’s Local Merchant Crackdown Offers Golden Opportunity For Sponsors

Today’s Wall Street Journal reports on FIFA’s efforts to control ambush marketing and the sale of unlicensed merchandise in conjunction with the upcoming World Cup in South Africa.  more

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Jon Kander Mar 30

A Renewed Look at the WWE and Sponsorship of ‘Risky’ Properties

Growing up, I was a big fan of the World Wrestling Federation (now the WWE – World Wrestling Entertainment). Last night’s WWE Monday Night Raw broadcast sent me on a trip down memory lane as I watched one of my favorite wrestlers growing up, Shawn Michaels “The Heartbreak Kid”, announce his retirement. Not going to lie, it got a little dusty in Kander Manor towards the end of his speech and when he left the ring for the ‘final’ time. (By the way, Shawn Michaels’ speech was everything that Michael Jordan’s Hall of Fame induction speech wasn’t – emotional, passionate, acknowledging his fans/colleagues for their support, etc.)  more

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Jim Andrews Mar 18

Presence Marketing Is Dead (Isn’t It?)

I thought we all agreed some years ago that the idea of a company showing up, being seen, putting its name on something and then counting eyeballs and impressions was a marketing concept whose time had come and gone, made obsolete by new technologies and no longer relevant in a world of consumers who demanded to be engaged. Well someone forgot to tell the many sports marketing experts I have seen quoted the past few days regarding Tiger Woods’ return to golf at The Masters. The consensus among this chattering class—many of them academics—is that Tiger’s return, in and of itself, will be a huge boon to the companies he still endorses because of the attention it will attract to him and, presumably, those marketers. Really?  more

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Jon Kander Mar 11

Not Sold on Lewis Hamilton’s Secret Life

Formula 1 driver, Lewis Hamilton, and Reebok unveiled an alternate reality game (ARG) yesterday called Lewis Hamilton: Secret Life. Hamilton is the central character in this game, which allows its users to experience a facet of Hamilton’s “life” beyond being a Formula 1 driver. The overall goal of the game is to help Lewis train and prepare to recover priceless artworks, sculptures and manuscripts from thieves. Apparently (or as Reebok would like you to believe), Hamilton is a big “The Thomas Crown Affair” fan and bypassing museum security/stealing priceless artifacts is his secret passion.  more

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Carrie Urban Kapraun Mar 5

Increased Activity around Participatory Sports Events by Amica Insurance and What it Could Mean for Properties

Since 2008, Amica Insurance, based in Rhode Island, has really stepped up its marketing activity around participatory sports events, specifically triathlons and marathons. In 2010, Amica is the title sponsor of no less than 13 events across the U.S., including a series of 10 sprint distance triathlons, an Ironman 70.3 and two marathons. What is also interesting is that almost all of these events did not exist before 2008.  more

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Jon Kander Mar 3

Just Because you Aren’t an Endemic Sponsor, Doesn’t Mean You Can’t Be Endemic to the Overall Sports Experience

In a down economy, companies are forced more and more to make their sponsorships relevant and meaningful. Companies who are endemic to a particular sport are a natural fit for those particular sponsorship opportunities. However, for companies whose businesses do not naturally fit into the sports experience, they have to be a little more creative with how they activate their sponsorship platforms to make their presence meaningful to the fans and attendees. In particular, companies within the consumer and B2B technology and communications categories have done a great job of leveraging their sponsorship opportunities and made themselves largely endemic to the sports experience.  more

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