Posts Tagged “Non-Traditional Categories”

Jim Andrews Feb 21

Power Balance Pavilion: I Don’t Hate To Say I Told You So

Thirteen months ago when the NBA Sacramento Kings signed a five-year deal for wristband-maker Power Balance to take over the naming rights to the Arco Arena, I tweeted the following: “Did the Maloof/Kings/Power Balance naming rights deal just set the #sponsorship industry back 100 years? I'm leaning toward yes.” more

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Lesa Ukman Jan 30

Sponsorship and Return on Innovation

Speakers at IEG’s 2012 Sponsorship Conference are bringing unprecedented levels of innovation to the sponsorship space. more

arts events festivals IEG conference non-traditional categories activation

Jessi Sanchez Dec 10

A Diehard Fan’s Reaction to FC Barcelona’s Historic Shirt Sponsorship Deal

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

international non-traditional categories pro sports sports backlash

Diane Knoepke Apr 28

Authenticity in Sponsorship: Does Keeping it Real Need A Reality Check?

This past Saturday night, my husband bet me 15 bucks to ask Anthony Bourdain whether his Chase Sapphire product integration deal cost him his soul. He needn't have made that bet. Tony launched into it within the first five minutes of his storytime/stand-up/Q+A concert Saturday night at The Chicago Theatre. (For those who don’t know his work, Anthony Bourdain is the chef/author/badboy foodie/world traveler who has a great show on Travel Channel called No Reservations emphasizes finding the authentic experience of a place.)  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

branded content motorsports new media non-traditional categories social media sports activation

Diane Knoepke Mar 3

Why Motorsports Teams Should “Trade Paint” With Art Museums

Hallelujah and thank you, Bill Taylor. I read his great Harvard Business Review blog post yesterday on idea-swapping outside the immediate field (or sector or industry) we work in. If there’s any Kool-Aid you are open to drinking today, let this be it. While I suggest you read the full post—he has good anecdotes about companies employing the strategy—his last paragraph sums up his point.  more

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Diane Knoepke Feb 10

Should Toyota and Cardiac Science Product Recalls Have Any Impact on Their Sponsorships?

Usually when we’re talking about recall and sponsorship in the same conversation, it’s a discussion of figuring out whether audience members had a positive recall (aided or unaided) of a given property's sponsors as measured by a survey. Today, however, we’re talking about product recalls and what should be done by (and for) properties that have the manufacturers—if not the product brands themselves—as sponsors?  more

government/municipal guidelines NASCAR non-traditional categories sports contracts

Rob Campbell Feb 8

Shaking Hands, Kissing Babies and Sponsoring NASCAR?

Although yet to officially begin, the 2010 NASCAR season has seen a flurry of sponsorship activity. Perhaps the most interesting deal came last week when U.S. Rep. Kendrick Meek, who is seeking the Democratic nomination for Florida’s open U.S. Senate seat, announced his one-race primary sponsorship of JD Motorsports’ No. 01 entry in this Saturday’s Nationwide Series opening race at Daytona Int’l Speedway.  more

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