Heineken USA today announced an agreement with Taxi Magic to help consumers easily book and pay for taxis. In the agreement, Heineken USA and its portfolio of brands become the exclusive alcohol beverage sponsor of the Taxi Magic online and mobile application.

Taxi Magic, an application developed by RideCharge, says it is the first nationwide free taxi booking service to be directly integrated with taxi dispatch systems. Through the app, consumers can book as well as track the arrival of their ride home.

"We're excited to join with Heineken USA and support their responsibility efforts," said Tim Csontos, vice president of business development, Taxi Magic. "Through Heineken USA's sponsorship and brand experiences, we'll have the ability to raise further awareness of our cutting e...

Pacific Sunwear, the Southern California lifestyle apparel brand built in the 80's around the concept of surf culture, is looking to rebuild authenticity with teen consumers.

"We have got some exciting things in the work to reestablish an emotional connection between our customers, PacSun and our brands," Gary Schoenfeld, President and CEO, said yesterday.

When asked if action sports sponsorships would be a key component of that, Schoenfeld stated:

"PacSun does do some sponsorship. I think you're probably aware of the amateur surf team and a few other things. Sponsorship won't be a huge initiative for PacSun but is an important part of the brands that we work with and there will be opportunities for the brand certainly to continue to elevate their presence and their messaging ...

The Cavs set a record with Snuggie Night...

Are you looking to offer new premium giveaways for fans? Have you considered attempting to set a Guinness World Record at your venue?

Sports organizations looking for ways to enhance their premium giveaway nights should take a moment to benchmark the Cleveland Cavaliers' recent Snuggie Night presented by KeyBank. The team took the Snuggie giveaway night to the next level by asking all fans with a ticket to arrive early to the game to partake in a Guinness World Record attempt. The offer was so enticing, tickets were rumored to be going for 10-times face value for the event.

For the first five (5) minutes of the game, 20,000+ rabid Cavaliers fans wore their Snuggie, helping the team set an official record for most fleece blankets of one (1) colors worn in one (1) place: 20,562. Whi...

As we (slowly) flip the page on Winter, one oft-overlooked sponsorship opportunity is garden and flower shows. Horticulture Week takes an in-depth look at how garden shows and designers can employ a little lateral thinking to tap into brand budgets.

Exhibiting at a major garden show, like London's Chelsea Flower Show, can require designers to balance budgets as high as $600,000 so many turn to brand tie-ins and product placements as a source of funding. A drop in sponsorship funding at the 2009 show, meant a 36% drop in the number of designers exhibiting. The Royal Horticultural Society (RHS), which manages the show, expects modest improvement in 2010.

As with other forms of lifestyle sponsorship, garden shows have not been immune from the economic slowdown. Garden designer Geo...

Deals

Microsoft's Bing sponsors The SimpsonsConan Teams Up With AmEx for Comedy TourH-P Signs Renault sponsorship dealBNP Paribas Sponsors Tennis Ball Recycling ProgramKraft Foods Inks Partnership with #NCAA & #CBS SportsManchester United sign #sponsorship deal with Malaysian telecom companyPinnacle Foods Renews With Kevin HarvickMars Links With Scottish FA

Trends

Let the Sponsorships Begin#Olympic Gold for #Coke, #McDonald's and #Visa#UEFA Shirt #Sponsorship Problems and Internet Gambling Logos

Tactics

Pepsi World Cup Campaign Infiltrates Viral Video ChartHeineken Plays Prank on #UEFA Football Fans

Sidelined from TV until September, Conan O'brien is heading out on a 30-city tour sponsored by American Express. The tour, which Conan announced via his Twitter account earlier today, will be titled The Legally Prohibited from Being Funny on Television Tour presented by American Express.

Organizers called the tour "a night of music, comedy, hugging and the occassional awkward silence."

A schedule of tour stops can be found at teamcoco.com

Life is all about making compromises right? That's what roughly 1,000 A.C. Milan fans thought they were making last Fall, when they gave up a big football match with Real Madrid for a poetic musical, thanks to Heineken and about 200 accomplices in on the joke, including girlfriends and professors. Check out the video below.

Heineken ?taly Activation from Kreatif360 on Vimeo.

Snack brands named official "cracker," "nut" and "cookie" of all 88 NCAA Championships

Kraft Foods' U.S. Snacks business has partnered with the NCAA and CBS Sports to become an Official NCAA Corporate Partner for several of its flagship snack brands, including Planters, Ritz, Oreo and Wheat Thins. The sponsorship will provide promotional and marketing rights for the NCAA and all 88 of its men's and women's championships. Terms of the deal were not disclosed.

As part of the agreement announced today, the brands will be featured as the NCAA's official Cookie, Nut and Cracker partners through in-store promotions and with a major advertising buy on CBS Sports starting in March with the Network's exclusive coverage of the "Road to the Final Four."

"This partnership is a slam dunk for Kraft Foods," said Stephen Chriss, Senior Director, Marketing Alliances at Kraft Foods...

Deals

Aaron's to sponsor Waltrip in Cup Series at 'DegaFLW Partners with Wolverine BootsCost was Big Issue in Sprint's Decision Not To Renew NFLThe NHL & Hershey Canada sign exclusive 3 year partnership in Canada

Trends

Economic times forcing #NASCAR teams to seek new sponsors, categoriesBarcelona candidate considering selling shirt #sponsorship for first time in club's 111-year historyCone: Halo Effect Works Both WaysShrinking #sponsorship dollars put end to #NASCAR 's youth movementIditarod struggles for sponsorship

Tactics

Sharp Exec: "Since we stepped away from Manchester United #sponsorship the awareness of Sharp has fallen."Visa Extends FIFA-Themed Marketing Campaign to Global Audience

Signs Wolverine to official sponsorship

FLW Outdoors, the world's predominant tournament fishing organization, has partnered with boot-maker, Wolverine, bringing the brand on board as an associate sponsor. Terms of the agreement were not disclosed.

"We're proud to announce our partnership with Wolverine and look forward to a relationship that will surely benefit both parties," said FLW Outdoors' Chief Marketing Officer and Senior Vice President Trisha Blake.

As part of the deal, Wolverine will receive exposure across all platforms of FLW Outdoors, with a concentration on FLWOutdoors.com, but also including tournaments and other outlets.

"Wolverine is proud to enter this relationship with FLW Outdoors," said Todd Yates, VP Marketing & GM Apparel for Wolverine. "Wolverine's extensive range of premium products including...