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UniCredit: Sponsor Global, Market Local Blog_lock

20 Nov 2009 at 11:25 AM  |  0 Comments

A lot of buzzwords in the video below, but the presentation from an executive at UEFA sponsor, UniCredit, exhibits the challenge that sponsors of global properties routinely face - and fail at - online. How to use a single sponsorship microsite to exhibit a global association, while still finding ways to interact with visitors on a deeply local level.

Here's how UniCredit addressed the challenge through the BE A PART OF IT website.

What do you think of the UniCredit micro-site? Thumbs up or down?


Activation Tactic of the Week Blog_lock

 by Brian Gainor  |  20 Nov 2009 at 10:49 AM  |  0 Comments

Betfair Gives Man-U fans media exposure

Are you looking to create new, memorable experiences for fans? Are you looking to implement a new promotion that has yet to be executed in the United States?

Betfair, an official sponsor of Manchester United, recently announced a tremendous promotional offer that encourages the club's fans across the world to show their support. Betfair is offering a "Get Behind United" promotion that will give Manchester United supporters the opportunity to show their avid support to millions across the world by having their photos featured on interview board backdrops and perimeter field board signage at Old Trafford.

Betfair, the world's first betting exchange, simply requires fans to submit a photo of themselves expressing their support along with their name and contact details on the Get Behi...


Lowe's Locks Down Hendricks Through '13 Blog_lock

20 Nov 2009 at 10:25 AM  |  0 Comments

On the verge of a fourth consecutive NASCAR Championship, Jimmie Johnson has extended his contract with Hendricks Motorsports through 2015 and Lowe's has secured an extension as primary sponsor of Johnson's No. 48 Chevrolet through the 2013 season.

"Jimmie Johnson and Hendrick Motorsports are a key part of our marketing efforts and outreach," said Lowe's chairman Robert Niblock. "We believe this is the best combination in racing, and we're proud to have Jimmie carry the Lowe's name in NASCAR."

The previous sponsorship agreement was set to run through 2010.


http://www.flickr.com/photos/hyttinen/ / CC BY 2.0


Oxford-Cambridge Boat Race Gets First Title Sponsor Blog_lock

20 Nov 2009 at 10:04 AM  |  0 Comments

Xchanging expands sponsorship role

After five years as presenting sponsor of the annual Oxford and Cambridge University Boat Race, Xchanging plc - the global business processing company - has become the first title sponsor in the race's 180 year history.

Xchanging branding will be featured prominently in a new event logo displayed on the Tideway course and at the start and finish.

“We are pleased and honoured to assume title sponsorship of an event that typifies the best of sportsmanship and competitive intensity,” said David Andrews, founder and CEO of Xchanging.

“Xchanging draws strength and inspiration from the determined example of the Oxford and Cambridge crews,” he added. “We expect the 2010 Xchanging Boat Race to be another compelling sporting battle and wish both crews all the best.”

Commenting on Xc...


Links 11/19/09 Blog_lock

19 Nov 2009 at 05:18 PM  |  0 Comments

Kenseth prepared for last race with DeWaltManly lose their $300,000 sleeve sponsorship deal with Mack TrucksWegmans landing sponsorship of the 2010 LPGA Championship -- "brand extension at its finest?"
Sony Partners with 3rd Space to Sponsor Mobile Fashion & Film in IndiaBroadcaster Turns Blind Eye, Saves Davidoff Sponsorship!The Band is Not the Brand'Ain't Singin' for Coke


AirTran To Sell Seat Back Ads Blog_lock

19 Nov 2009 at 12:14 PM  |  0 Comments

Marketers looking for a captive audience will have the ultimate opportunity with AirTran.

AirTran, who has been on a recent sponsorship tear, partnering with many of the Southeast's professional sports teams, will be the first U.S. airline to install this FAA-approved advertising device.

AirTran Airways, today announced plans to outfit all of its 138 Boeing jets with seat back advertising.

During the next two weeks, each seat will be outfitted with a 2 and 1/2 X 9 inch, easily-changeable, full-color, advertisement. Mother Nature Network is the first advertising partner, offering a chance to win a seven-night, deluxe cruise onboard Royal Caribbean's Oasis of the Seas.

"We are pleased to be able to offer exclusive deals and other promotions to our customers through this uniqu...


Sony Sponsors Mobile Fashion & Film Blog_lock

19 Nov 2009 at 11:02 AM  |  0 Comments

While sponsored Wi-Fi and branded apps have swept the U.S. this year, marketers may be wise to look to Asia for emerging trends in mobile content sponsorship. Sony and 3rd Space recently teamed up to provide bite size fashion and film content to Reliance Communications' 5 million GSM WAP users in India.

The new sponsor-funded video marketing campaign for Sony BraviaTV resulted in 301,000 downloads in the first 10 days. The free mobile video service was launched last month by 3rd Space - a global provider of mobile entertainment and marketing services for brand advertisers - with Reliance Communications, an India-based telecommunications company which boasts over 92 million subscribers.

Reliance Communications launched the mobile marketing campaign with Sony during the October Diw...


Broadcaster Turns Blind Eye, Saves Davidoff Sponsorship! Blog_lock

19 Nov 2009 at 09:48 AM  |  0 Comments

The Independent Complaints Authority for Radio and Television (ICA) has rejected a complaint against the Davidoff Swiss Indoors tennis tournament by an anti-smoking group claiming that the tournament had violated a ban on tobacco ads airing on Swiss radio and television, which was first implemented in 1964.

Swissinfo.ch reports "the ICA rejected both complaints, judging that reporters only ever referred to the "Swiss Indoors" and that television cameras never focused on the company's name.

Davidoff has sponsored the tournament since 1994, which features visible advertising as well as on court branding behind both baselines.

Perhaps, Davidoff isn't doing a good enough job with their on-court signage. As an experiment try watching the Swiss Indoors clip below, but ignore the Dav...


Darts Promoter Dies at 58 Blog_lock

19 Nov 2009 at 09:15 AM  |  0 Comments

Glenn Remick sold Anheuser-Busch on the sport in 1980

Glenn Remick, the Darts promoter who helped put the sport on the map in America, died on November 2nd in St. Louis. From playing in various pubs as a teenager to opening a darts supply store to his founding of the American Darts Association, Remick used his enthusiasm for the sport to promote its awareness to a wider cast of players, fans and sponsors.

"Glenn Remick, a beer-loving former construction worker who played a leading role in transforming the barroom game of darts into a national sport, with league members competing in large venues (though they could always still toss back a brewski), died on Nov. 2 in St. Louis," the New York Times writes.

In 1980, after moving to St. Louis he started the American Darters Association and convinced the world's biggest sports sponsor to i...


Video: For Aflac, Doing Good is Good Biz Blog_lock

18 Nov 2009 at 06:22 PM  |  0 Comments

... according to their PR agency

Check out this video on how AFLAC (and their PR agency, Edelman) combined the insurance firm's NASCAR sponsorship with Carl Edwards, a cause affiliation and an understanding of social and mobile media to raise $2.16 Million for pediatric cancer research. What do you think of the campaign? How can you cross-pollinate your existing partnership affiliations to make 1+1=4 or 5 or $2.16 Million..

*Full Disclosure: SponsorPitch's Founder, Kris Mathis, previously worked for Edelman.

Photo via wikimedia: CyberSkull


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