Sponsorship Topics

Servicing

New York Red Bulls Summit Itinerary

New York Red Bulls Summit Itinerary

Adding Value

Best Practices: Sponsor Summits

Best Practices: Sponsor Summits

The NBA, MLS New York Red Bulls and others find success in using summits to engage sponsors and prospects

Adding Value

Pittsburgh Penguins Score Hat Trick With PensPoints Loyalty Program

Pittsburgh Penguins Score Hat Trick With PensPoints Loyalty Program

NHL team generates $400,000 in incremental revenue by positioning loyalty program as a sponsor activation platform

Strategy

The Big Bang Theory: How Coke Uses Collisions To Drive Growth

The Big Bang Theory: How Coke Uses Collisions To Drive Growth

Beverage giant combines traditional and nontraditional partnerships to reach new audiences and bring meaning to its brands

Activation

Soft Drink Brands Use Sponsorship to Create Shared Value

Soft Drink Brands Use Sponsorship to Create Shared Value

Soft drink marketers maximize value by connecting properties and consumers in nontraditional ways

Selling

Cirque du Soleil Breaks New Ground With Avatar Production

Cirque du Soleil Breaks New Ground With Avatar Production

Theatrical producer sells sponsorship to individual show for the first time due to the worldwide popularity of the 2009 science fiction film

Strategy

Starwood Uses NHL To Promote Sheraton Brand

Starwood Uses NHL To Promote Sheraton Brand

Starwood Hotels & Resorts uses the NHL to recreate the Sheraton brand as part of three year contract extension

Activation

No Fantasy: Lenovo Scores Touchdown With NFL Activation

No Fantasy: Lenovo Scores Touchdown With NFL Activation

Computer maker posts 32 percent increase in brand awareness among fantasy football fans as a result of NFL activation

Results

Fry’s Sees Success From Phoenix Mercury Promotion

Fry’s Sees Success From Phoenix Mercury Promotion

Supermarket chain doubles ticket redemptions after increasing internal and external promotional support

Adding Value

How Little League Baseball Attracts Sponsors And Retains Long-term Partners

How Little League Baseball Attracts Sponsors And Retains Long-term Partners

Youth sports organization finds long-term success by supporting sponsors’ evolving business objectives

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