When you’ve been tracking the sponsorship industry for nearly a quarter of a century (yikes!) it can be a challenge to find partnerships that stand out or break new ground. more
With marathon season underway, one specific sponsorship jumped out at me. Arcadia Brewing Company, a Michigan-based craft beer brewery, is partnering with the inaugural Kalamazoo Marathon. According to marathon coordinator Karen Townsend, one of the first questions she received from the runners is whether there was going to be beer at the finish line tent. Instead of just filling the category and providing beer to runners and spectators, Arcadia Brewing really stepped up. Not only is the brewer sponsoring the event, but it will also be creating a special-edition ale (called Finish Line Ale) specifically for the event. more
My name is Jon Kander. I am an alumnus of Wake Forest University for undergrad and Ohio University’s MBA/MSA program. I have worked in IEG’s Valuation Services department since graduating from Ohio and am brand new to the IEG blogosphere. You can read a little more about me in the brief bio on the right.
Watching this year’s Super Bowl, I found myself wondering one thing – where are all the Coors commercials? Obviously, the price tag for a 30-second advertisement is steep; however, when Coors is paying an estimated $100 million per year in NFL-themed advertising, promotions and other team sponsorships to be the official beer of the NFL, it needs to make sure it is seen by the 106.5 million people watching the NFL’s marquee game on TV, right? more
Received a press release yesterday from Pheasants Forever, a nonprofit conservation and hunting-oriented organization, announcing that Miller High Life will again be the official beer of the group, extending a longtime relationship. MillerCoors will overlay the sponsorship with an on- and off-premise promotion that raises funds for PF. The Miller High Life Rooster Promotion allows adult consumers to purchase paper roosters for either $1 or $5, with “net funds raised” going to local PF chapters to fund wildlife habitat projects. more