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Posts Tagged “Financial Services”
 

Visa and the Olympics: Sponsorship In Need of an Update
Lesa Ukman Aug 10

Visa and the Olympics: Sponsorship In Need of an Update

Visa’s first Olympic sponsorship, signed in 1986 and launched with Calgary 1988, featured the iconic campaign: “Bring your Visa card, because the Olympics don’t take American Express.” This set in motion Visa’s ascension from number three to number one in the credit card category. more

backlash financial services London 2012 olympics activation

 
 
Jim Andrews Sep 10

Chase Paid $30 Million And Didn’t Get Title? Smart Move

The news that JPMorgan Chase signed a 10-year agreement with Madison Square Garden for a reported $30 million a year certainly raised many an eyebrow across the sponsorship industry earlier this week.  more

naming rights pro sports spending sports trends valuation venues financial services

 
 
Lesa Ukman Aug 19

Corporate Sponsorship Lessons From Allstate And Bank Of America

This is the fifth year I have taught in Northwestern University’s graduate program in sports management, but the first year I have integrated guests into the syllabus throughout the course, and it has been great.  more

financial services marathon college sports

 
 
Lesa Ukman Dec 8

Art Basel Miami Beach, Design Miami And Sponsors Deliver For Audience

Although Audi was not the primary sponsor of either Art Basel Miami Beach or its sister event, Design Miami—roles that belong to UBS and HSBC Private Wealth respectively—it was the most ubiquitous. Eschewing auto shows in favor of the Miami events for the unveiling of its 2010 A8, Audi of America spent north of $6 million but south of $10 million building out its presence. The automaker, which has increased its marketing budget by 20 percent this year to seize share from its more distressed competitors in the luxury car segment, did not merely sponsor the Miami happenings. Instead, Audi took on the roles of cultural creator and arts curator. For example, in addition to providing the vehicles for the shuttle service for VIPs attending the events, Audi:  more

arts automotive events fashion festivals financial services retail activation

 
 
Lesa Ukman Jul 14

Good News/Bad News for Sponsorship

Some good news for sponsorship: Compared to other forms of marketing, brand sponsorship experienced the greatest increase in levels of trust in the two years since the last Nielsen Global Online Consumer Survey of more than 25,000 Internet consumers from 50 countries. A full 64 percent of consumers surveyed in April said they trust brand sponsorship, up from 49 percent in April 2007. Latin American consumers are most trusting of brand sponsorships, with 81 percent of both Colombians and Venezuelans, and 79 percent of Brazilians, trusting brand sponsorships. U.S. consumers came in 12th, with 72 percent trusting brand sponsorships. Sponsorships held the least sway among Swedes (33 percent), Latvians (36 percent) and Finns (38 percent). Latin Americans appear to bring their positive feelings about sponsorship with them to the U.S. IEG research reveals that Latino consumers are among the most responsive audiences to sponsorship.  more

evaluation financial services research sponsorship measurement sponsorship ROI automotive