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Sponsorship Topics

Strategy

From The Biggest To The Best: Inside Anheuser-Busch’s New Sponsorship Strategy

From The Biggest To The Best: Inside Anheuser-Busch’s New Sponsorship Strategy

Eelco van der Noll, A-B vice president of experiential, discusses the beer giant’s evolving sponsorship strategy at IEG 2016

Adding Value

What’s Your Take? Sponsors Weigh In On Added Value

What’s Your Take? Sponsors Weigh In On Added Value

Marketing executives from Wells Fargo and Nestlé Waters give their take on added value—including what should and should not be offered

Digital Content

Seeing Is Believing: How Philips Is Using Music To Promote Connected Lighting

Seeing Is Believing: How Philips Is Using Music To Promote Connected Lighting

Lighting giant teams with Live Nation to demonstrate the possibilities of Philips Hue connected systems

Activation

2016: The Year Of Virtual Reality

2016: The Year Of Virtual Reality

With this week’s much-anticipated release of Oculus Rift as a backdrop, the sponsorship industry doubles down on VR as a sales and activation platform

Strategy

How Bai Is Using Sponsorship To Engage “Conscious Authentics”

How Bai Is Using Sponsorship To Engage “Conscious Authentics”

Beverage company partners with Tribeca Film Festival and Panorama music festival to drive preference among socially conscious consumers

Strategy

Sponsorship Jackpot: AEG Expands Into The Lottery Business

Sponsorship Jackpot: AEG Expands Into The Lottery Business

Entertainment giant partners with Texas Lottery on a ticket that offers VIP experiences at some of the world’s top music festivals

Strategy

Sponsor Perspective: Trends To Watch In 2016

Sponsor Perspective: Trends To Watch In 2016

Executives from Barclays, Mondelez and Visa share sponsorship and activation trends this year

Strategy

Inside Out: How Intel Is Using Sponsorship To Support Brand Transformation

Inside Out: How Intel Is Using Sponsorship To Support Brand Transformation

Technology giant sponsors Red Bull Media House, NBA All-Star and other properties to demonstrate how its products enhance the viewing experience

Activation

NBA All-Star 2016 Partner Activation

NBA All-Star 2016 Partner Activation

Canada Goose, Intel, Mountain Dew, Tissot and Verizon activate NBA All-Star for the first time

New Sponsor

Selfeo Launches Sponsorship Push

Selfeo Launches Sponsorship Push

Smart phone app partners with Roush Fenway Racing and Boston Red Sox to build visibility and drive usage

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