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Stories Tagged best practice

Adding Value

Five Tips On Maximizing The True Worth Of Sponsorship

Five Tips On Maximizing The True Worth Of Sponsorship

Meaningful media integration, engaging on-site displays and other ways to add sponsorship value

Digital Content

How Minor League Baseball Is Using Club Content To Drive Fan Engagement

How Minor League Baseball Is Using Club Content To Drive Fan Engagement

MiLB uses social platform to collect and curate content from club influencers, super-fans and players

In Depth

Campus-Wide Sponsorship Programs Move To The Head Of The Class

Campus-Wide Sponsorship Programs Move To The Head Of The Class

Schools extend sponsorship programs beyond athletics to offset declining government support and enhance student programming

Strategy

Inside U.S. Bank’s New Sponsorship Strategy

Inside U.S. Bank’s New Sponsorship Strategy

U.S. Bank rolls out new sponsorship strategy, with a focus on leveraging local deals in support of national marketing initiatives

One-on-One

How Tecate Uses Sponsorship To Take A Jab At Competitors

How Tecate Uses Sponsorship To Take A Jab At Competitors

Gustavo Guerra, Tecate brand director, discusses how the Mexican beer brand uses boxing and soccer to engage bi-cultural Hispanics

Cause Marketing

How Good Is The New Cool

How Good Is The New Cool

Afdhel Aziz, founder of brand purpose consultancy Conspiracy of Love, explains how brands can make money and do good by harnessing the power of cool

Strategy

Inside Audi’s Sponsorship Strategy

Inside Audi’s Sponsorship Strategy

Audi’s Loren Angelo discusses the role sponsorship has played in the automaker’s evolution from an alternative to a challenger brand

Sponsor Profile

How Zappos Has Found Sponsorship To Be A Good Fit

How Zappos Has Found Sponsorship To Be A Good Fit

A look at the retailer’s nontraditional approach to sponsorship including the Zappos Porta-Party and Friends with Benefits Road Show

Financial Services

How Allied Irish Bank Used Sponsorship To Restore Brand Reputation

How Allied Irish Bank Used Sponsorship To Restore Brand Reputation

Financial services company leverages Gaelic Athletic Association to win back consumers following the global financial crisis

Selling

Decision-Maker View: What To Do When Selling Sponsorship

Decision-Maker View: What To Do When Selling Sponsorship

Executives from Alaska Airlines, MillerCoors and PNC Financial share tips on what to do—and what not to do—when selling sponsorship

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