In The News

Frito-Lay's Key to Sponsorship: Consumer-Focused Partnerships
Warc, March 28, 2011
Frito-Lay North America has been both the darling of marketers and the bane of any number of agencies' existence. For four years, its Doritos tortilla chips brand's 'Crash the Super Bowl' - a program that has sought consumer-generated content to use as ads - has landed the brand in the list of the five most popular Super Bowl spots. And this year, a 'Pug Attack' Doritos spot topped USA Today's Super Bowl Ad Meter ratings... More

Coca-Cola Recording Session With Maroon 5 Targets Teenagers
Jakarta Globe, March 22, 2011
Coca-Cola Co. is heading into a London recording studio with Maroon 5 tonight to get teenagers to help the band compose a song during a 24-hour session by using Twitter... More

Sponsorship Could Be Solution to Crowded Ad Market
QSR magazine, March 21, 2011
With consumers increasingly difficult to reach given the fragmented media landscape, sponsorship has inherited a more accepted and important role in corporations’ marketing mix... More

Fund Raiser Tells How to Get More From Corporate Supporters
Chronicle of Philanthropy, March 21, 2011
In working with corporate supporters, nonprofit groups should seek both outright grants and sponsorships, recognizing that the recession has changed what companies want out of their relationships with charities, said Peter H. Hansen, vice president of development at the New Jersey Performing Arts Center... More

Air Canada Threatens to Cancel NHL Sponsorships
MarketWatch, March 11, 2011
A series of hard hits, and perceptions that the league isn’t doing enough to prevent bad behavior, leads to unprecedented move... More

Air Canada Stance a First for Pro Sports?
Money, March 10, 2011
Air Canada may shake up the sports sponsorship business with its threat to pull financial support from the NHL, potentially ending a multi-team relationship once considered a less risky business proposition than backing individual athletes... More

Airlines Team with Athletes for Marketing
USA Today, March 08, 2011
NFL quarterback Michael Vick once sold a lot of tickets for AirTran Airways... More

Kentucky Speedway Gets Title Sponsor, Name for Sprint Cup Race
Cincinnati Enquirer, March 06, 2011
Mark Simendinger, Kentucky Speedway general manager, and NASCAR driver Mark Martin were in Las Vegas at Sunday's announcement of the Quaker State 400. Quaker State will be the primary sponsor on Martin's No. 5 Chevrolet for the Kentucky race... More

Fan Loyalty to Sponsors’ Products Fuels NASCAR Success
Daytona Beach News-Journal, February 20, 2011
DAYTONA BEACH – Dale Earnhardt Jr., Jeff Gordon and the other drivers competing in today's Daytona 500 aren't the only ones hoping to win big this season... More

Racing Sponsors: Green and Healthy Replace Beer and Big Tobacco
Orlando Sentinel, February 18, 2011
Jeff Gordon is speaking out against hunger. Trucks are racing under the logo for North America's largest wind and solar energy generator. Saturday's race aims to raise awareness of a serious lung disease... More

INDYCAR Paces Sponsorship Resurgence
theautochannel.com, February 15, 2011
INDYCAR added 14 new major commercial partners bridging 2009 and 2010, including Fortune 500 companies Verizon, Sunoco, Philips and Starwood. Promotional spending doubled in 2010 over the previous year, with licensing revenue up 83 percent and merchandise sales ahead 71 percent over the calendar year. Additionally, TV ratings and race attendance grew... More

Marketing In Motorsports On The Rise, But Still Lags Behind Average Spend In Sports
NYSportsJournalism.com, February 13, 2011
The economy is still challenged and marketing nationwide is still adjusting to the ebb and flow of the monetary tides. But with the 2011 auto racing season upon us and Nascar's "Super Bowl," the Daytona 500 coming up on Feb. 20, marketing and sponsorship spending in the industry is showing some healthy signs of life... More

NASCAR Sees Better Economy
The Star Phoenix, February 11, 2011
NASCAR and the rest of motorsports should see corporate interest in marketing further rebound this year as the U.S. economy improves, a research firm said on Wednesday... More

2011 Auto Racing Sponsors Head Up The Asphalt
Mediapost, February 11, 2011
North American companies will spend an estimated $3.51 billion to sponsor auto racing teams, tracks and sanctioning bodies this year, up 4.2% from $3.37 billion spent in 2010, according to IEG Sponsorship Report... More

North American Motorsports Sponsorships Up In 2011
Reuters, February 09, 2011
DETROIT - NASCAR and the rest of motorsports should see corporate interest in marketing further rebound this year as the U.S. economy improves, a research firm said on Wednesday... More

Super Bowl Looks Like Big Boon for 'Big D'
USA Today, February 04, 2011
Take two of the most storied and successful franchises in NFL history, the Pittsburgh Steelers and Green Bay Packers... More

Sponsorship Dollars for Events Climb in 2010
Association Meetings Magazine, January 24, 2011
For the many organizations that see sponsorships as a critical revenue stream, the news is good: Sponsor purse strings are loosening... More

Details of Lance Armstrong Sponsorship
ESPN The Magazine, January 14, 2011
The U.S Postal Service spent $31.9 million to underwrite Lance Armstrong's pro cycling team during its glory years of 2001 to 2004, approximately 60 to 65 percent of the team's total budget, according to documents newly obtained from the agency under the federal Freedom of Information Act... More

Latest Stadium Naming-Rights Deal Raises Eyebrows
AdAge.com, January 13, 2011
When news broke this week that a controversial and trendy bracelet – not an airline, cola or car maker – was the latest to slap its name on an NBA arena, it raised more than a few questions about a sports-sponsorship industry that seemed poised for a major-league rebound... More

Sponsorship Spending to Rise
Warc, January 13, 2011
Sponsorship expenditure should rise by over 5% worldwide in 2011, as the industry continues to rebound from the economic downturn... More

Grammy and the Business of Advertising
Bizmology.com, January 12, 2011
When did it come to pass that practically all the bands nominated for this year’s Best Alternative Music Album Grammy have their songs plugging Honda, Victoria’s Secret, and other businesses on national TV? Last night’s Colbert Report took two of the nominees to task in typical brilliant fashion... More

Global Sponsorship Spending to Rise 5.2 Percent in 2011
Reuters, January 11, 2011
Global spending on sponsorships of sports and other activities is projected to rise 5.2 percent this year after a stronger-than-expected increase in 2010, according to a research firm that tracks such spending... More

The New Rock-Star Paradigm
The Wall Street Journal, December 17, 2010
My rock band has leapt across treadmills, camouflaged ourselves in wallpaper, performed with the Notre Dame marching band, danced with a dozen trained dogs, made an animation with 2,300 pieces of toast, crammed a day-long continuous shot into 4-1/2 minutes and built the first ever Rube Goldberg machine - at least that we know of - to operate in time to music... More

The Future of the Music Business: Sell Out to Corporations*
The Atlantic, December 17, 2010
If you know one thing about the music business, it's this: Album sales have fallen off a cliff since the Internet turned music into free downloadable files. From Napster to YouTube to BitTorrent, every year offers a new way to listen to music without paying for it... More

Corporate Consciousness Rising With Customers' Expectations
The Kansas City Star, December 14, 2010
Socially conscious companies — or those that want to seem that way — are extending their giving to other seasons. They identify charities that fit their target markets, make sure their customers know they are being good community citizens, and then get their customers involved, maybe even asking them to chip in with donations of their own... More

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