Marathons Stories

Sponsor Profile

Allstate Launches New Sponsorship Push

Allstate Launches New Sponsorship Push

Insurer inks first product-specific deal in more than a decade; expands college sports program

Packaging

Atlanta Track Club Sees Sponsorship Success

Atlanta Track Club Sees Sponsorship Success

Producer of the AJC Peachtree Road Race posts double-digit percentage increase in revenue after honing sales strategy

Activation

How Sponsors Are Using RFID Technology To Activate

How Sponsors Are Using RFID Technology To Activate

Sponsors and rightsholders can use radio-frequency identification to enhance the consumer experience and improve data acquisition

Strategy

Merrell Tries On New Sponsorship Strategy

Merrell Tries On New Sponsorship Strategy

Former NBA and Pepsi marketer adopts a ‘less is more’ strategy for the iconic footwear and apparel brand

Who Does What

Personal Care Marketers Refresh Sponsorship Portfolios

Personal Care Marketers Refresh Sponsorship Portfolios

BIC, Colgate-Palmolive and Dial ink new deals with endurance sports events; other players also step up activity

Activation

Birds Of A Feather: Properties Team Up To Drive Race Registration

Birds Of A Feather: Properties Team Up To Drive Race Registration

NBA Atlanta Hawks activates Publix Georgia Marathon by offering race registration discounts based on game performance 

Category Update

Headphone Makers Turn Up The Volume On Sponsorship

Headphone Makers Turn Up The Volume On Sponsorship

Polk Audio, Skullcandy and others sign new deals to promote new products and support lifestyle positioning

Category Update

Hertz Partners With Live Nation To Support New Music Initiative

Hertz Partners With Live Nation To Support New Music Initiative

Rental car company partners with music powerhouse to support Movin’ with Music marketing campaign; Avis Budget Group, Enterprise Holdings and others also place more focus on sponsorship

Emerging Category

Motorola Gets Active On Behalf Of MOTOACTV

Motorola Gets Active On Behalf Of MOTOACTV

Technology giant sponsors ING New York City Marathon and 2012 NYC Half Marathon to promote new fitness device; may partner with other events to reach endurance sports athletes

Who Does What

Luxury Auto Imports Accelerate Sponsorship Activity 

Luxury Auto Imports Accelerate Sponsorship Activity 

Volvo partners with Twilight Saga: Breaking Dawn Pt. 1 to reach young-adult females; other luxury imports place more focus on movie tie-ins and traditional sponsorships to drive consideration and reward customers

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