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Goin' Rogue Blog_lock

 by Gail Bower  |  16 Nov 2009 at 12:12 PM  |  0 Comments

Late last week, on my way to a 9 a.m. meeting, I encountered two rogue sponsorship programs, one by Clear and one by Chase.

Clear, a brand I'd never heard of but which evidently really likes green, had taken over a park, locally known as Love Park, that Philadelphians both love and hate. We love it because it's pretty, has a great fountain, but we're wary because of its past – the City cracked down on the homeless people who called the park home and on the skateboarders who found infinite challenge here. Consequently the park has a more steady stream of visitors, but there are way better, more popular parks.

Nearby, Chase Bank representatives on segues and foot were chasing down morning commuters, handing out Zagat restaurant information.

The sudden barrage of information (an...


America's Hottest Brands Blog_lock

16 Nov 2009 at 10:58 AM  |  0 Comments

Consumer spending may have gone cold in 2009, but that didn't stop these marketers from turning up the temperature. Ad Age chooses the upstarts and established brands that are setting the pace for innovation -- and getting results -- right now.

Continue reading >>


Credit Suisse Signs Roger Federer Thru '19 Blog_lock

16 Nov 2009 at 10:23 AM  |  0 Comments

Credit Suisse has signed a long term partnership with tennis superstar, Roger Federer. According to the Credit Suisse website, "Roger Federer and Credit Suisse have many traits in common, including their Swiss roots, a commitment to quality, the pursuit of excellence, and an outstanding reputation at home and abroad."

The American Chronicle reports the deal is for 10 years, but financial terms of the deal were not disclosed. Credit Suisse last year pulled out of F-1, but still has numerous sponsorship commitments in sports, film and the arts.

"Shared values such as the pursuit of excellence and strength of purpose make him a sought-after partner for the long term. It is therefore intended that his partnership with Credit Suisse will extend beyond the end of his sporting career."...


What is Txstation? Blog_lock

16 Nov 2009 at 09:55 AM  |  0 Comments

We've been hearing a lot about txtstation, which is a mobile marketing company aimed at specializing in the sports and entertainment space. Txtstation has been around for a while, but in recent months, the company has cut deals with several professional teams including the New York Mets, Miami Dolphins, Phoenix Coyotes and Phoenix Suns to name a few. So what is Txtstation?

Txtstation aims to offer teams, their partners and their fans with a suite of mobile interactivity promotions ranging from live polling, picture to screen, and text to screen. Teams and sponsors can communicate with viewers or fans directly through mobile phones, Internet, and landlines. To see it in action, check out this demo for the Washington Capitals.

Txtstation is ideally used as an activation platfo...


TD Bank Renews Philadelphia International Cycling Championships Blog_lock

15 Nov 2009 at 06:38 PM  |  0 Comments

TD Bank has renewed its title sponsorship of one of America's biggest cycling events, according to mybanktracker.com. Without a title sponsor yet confirmed and running a mounting debt load, the Philadelphia International Championships' future was highly uncertain. TD Bank has renewed under a three year contract for the TD Bank Philadelphia International Championships.

The event has gone through three name changes in the last decade and is looking for additional sponsors to support next year's races. Organizers hope that a new digital strategy will help the event gain broader interest.

The Philadelphia race was recently known as the Commerce Bank Triple Crown. TD Bank, which also supports cycling events in Boston and New York City, purchased Commerce in 2007 and dissolved the C...


Links 11/13/09 Blog_lock

13 Nov 2009 at 06:11 PM  |  0 Comments

TD Bank Renews Philadelphia International Cycling ChampionshipsToshiba signs as sponsor of England football team
Deutsche Bank Signs Five-Year Sponsorship Accord With Art HKCredit Suisse Signs Roger Federer to Long Term DealNissan's Cube Gets Supporting role in Crash & Burn
Yi Jianlian helping Nets take their marketing to China Univision Becomes a Premier Spanish-Language Content Partner with YouTubeA New Comedy Show Debuts On Yahoo—With A SponsorIs Aggregating Rights A Smart Strategy for NASCAR?Trace Adkins Lands Endorsement Deal With BC Headache PowderFLW Outdoors, BRP renew sponsorship


Property of the Week: CIT Postseason Tournament Blog_lock

13 Nov 2009 at 02:46 PM  |  0 Comments

Interested in tapping into the unrivaled passion and spirit of post-season college basketball in March? The season just started but, now's the time to start thinking about 2010 opportunities like the CollegeInsider.com Postseason Tournament.

What is the CIT...
The CollegeInsider.com Postseason Tournament is a single-elimination men’s Division I college basketball tournament. The CIT consists of five rounds, with all five rounds being played at on-campus sites, determined by seeding. In its inaugural year the CIT's attendance was 44,976. The 2010 encore will once again be aired on Fox College Sports, which reaches 42 million households. "It certainly was an impressive opening act for the inaugural CollegeInsider.com Postseason Tournament," said Greg Kampe, Head men’s basketball coac...


Global Domination, One Sponsor at a Time Blog_lock

13 Nov 2009 at 01:05 PM  |  0 Comments

Nets renew four China-based co's, sign two new ones

Is there an NBA team that is better positioned to tap into the sponsorship coffers of multinationals than the New Jersey Nets? The Nets last season acquired Chinese rising star, Yi Jianlian, will broadcast more than half of their games in China and now have a Russian billionaire as their majority owner. From the looks of things, the international outreach is paying off. Today, the Nets announced the renewal of sponsorships with four China-based companies and the signing of two new ones; Agricultural Bank of China and Yili. Below the screenshot, see the team's press announcement from earlier today.

EAST RUTHERFORD, NJ—NETS Basketball has entered into signage deals with Agricultural Bank of China and Yili, a China-based dairy company. NETS strategic partner Beijing Womei Ad...


New Nascar Model Opens Opps to Small Biz Blog_lock

13 Nov 2009 at 11:51 AM  |  0 Comments

You would not be alone if you haven't heard of internet start-up, Juggle.com. But thanks to a new sponsorship, you and many others may be seeing the recently launched online facts and information provider at Phoenix International Raceway on ESPN2 this weekend. In years past, you might chalk the marketing play up to a VC-infused promotional hail mary, but in this instance it's smart, opportunistic marketing according to CEO Stephanie Leffler.

Until the downturn, Juggle kept all marketing dollars online. Leffler explained that offline marketing was expensive and hard to track for the start-up.

"In our business offline advertising is hard to justify. Every advertising dollar we spend is monitored for a meaningful return on investment - we had never seriously considered offline adve...


Activation Tactic of the Week Blog_lock

 by Brian Gainor  |  13 Nov 2009 at 09:51 AM  |  0 Comments

Volkswagen pushes fuel efficiency at the Chicago Marathon

Are you looking for new ways to make an impact on race day? Are you looking for ways to use sports to drive home fuel efficiency messaging?

As brands look for creative ways to leverage endurance events, many should take a page out of Volkswagen's playbook for the 2009 Chicago Marathon. Volkswagen was looking to promote the 42mpg fuel efficiency of the Jetta TDI Clean Diesel vehicle and decided to partner with super-athlete Dean Karnazes to send home a powerful message to viewers, onlookers, and brand enthusiasts.

To sell home the fact that the TDI Clean Diesel vehicle doesn't stop at 26.2 miles per gallon, Volkswagen asked Karnazes to not stop at 26.2 miles (1 marathon) either. In fact, they tasked him with running a distance equal to 2 straight marathons (52.4 miles). Along the w...


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