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World Sport Group Questions Indian Insurer's In-Stadium Ad Blog_lock

08 Nov 2009 at 11:30 PM  |  0 Comments

The grey area of ambush is getting ever more complex. Take the case of insurer, Bajaj Allianz at last weekend's India-Australia cricket match. Bajaj Allianz, not a sponsor of the match, cut a deal with the broadcast partner, Neo Sports, to air a :10 vignette in support of the insurer's new child insurance plans. No harm, no foul right?

Here's the rub. Bajaj Allianz':10 promo, according to the Economic Times, was for an in-stadium camera zoom on a father-son duo with a sign proclaiming ‘I have planned for my child’s future’ with the Bajaj Allianz logo and advertisement flashing on the screen for 10 seconds.

“This is a blatant ambush of on-ground sponsorship and it is audacious,” says Harish Krishnamachar, vice-president at World Sport Group (WSG).

Krishnamachar went on to te...


Aussie Open Signs Panasonic Blog_lock

08 Nov 2009 at 09:50 PM  |  0 Comments

Panasonic named the official TV, Camera and Air Conditioning Sponsor of Tennis Australia

Panasonic has signed a three-year sponsorship agreement with Tennis Australia, commencing in January 2010 and continuing until 2012. The agreement encompasses a number of tournaments including the Medibank International Sydney, the Brisbane International and the Australian Open – the Grand Slam of the Asia Pacific.
Panasonic Australia will become the official TV, Camera and Air Conditioning Sponsor of Tennis Australia and the Australian Open. Panasonic’s current sports sponsorship portfolio in Australia also includes major deals with the AFL and Australian Rugby Union during winter months.

"We are thrilled to sponsor Tennis Australia as the official TV and Camera and Air Conditioning partner, and be associated with one of world’s most prestigious sporting events – the Australian Ope...


Hansen Natural Seeks to Stem Rising Fees by Sponsoring Smarter Blog_lock

07 Nov 2009 at 01:31 AM  |  0 Comments

Hansen Natural is aggressively using sponsorships to establish a foothold abroad. However, the company has learned that it's not easy.. or cost efficient.. sledding.

So Hansen is taking a different strategy according to Chairman and CEO Rodney Sacks, by using what the juice and energy drink-maker has learned in past sponsorships to now pursue a strategy of "ownership" around key properties. In doing so, Sacks thinks that despite steadily rising sponsorship fees, it can reduce its annualized sponsorship cost moving forward.

Here's what Sacks had to say yesterday on the topic:

As I indicated earlier, the – we have tried to sort of split the cost of the sponsorships that we had particularly that are particularly appropriate to Europe, for example, the Jensen Button and the Ros...


Links 11/06/09 Blog_lock

06 Nov 2009 at 07:46 PM  |  0 Comments

XTO Energy to Sponsor NCHA Super Stakes
Univ of MD soccer coach gets sponsorship from Mondo, a sports flooring manufacturer Coolest Perk of Little League World Series Stardom: Your Own Baseball CardsLittle Debbie Brand Renews NASCAR Sponsorship Of Marcos AmbroseBeckham's Sponsorship Revenue Soarded in 2008Clorox BBQ Brands Takes Top Billing at Billboard AwardsGenerate hunts for sponsor of UK's Strictly Come Dancing TourSunrise Inks JetBlue for Florida Panthers & BAC Phoenix Coyotes Activate AT&T Sponsorship Using Txtstation Mobile MarketingThe Joy of Naming Rights


Could GetFugu Be A Killer App for Sponsorship ROI? Blog_lock

06 Nov 2009 at 04:38 PM  |  0 Comments

GetFugu & SpongeTech To Move Forward With Testing

In all of the recent talk about SpongeTech's business dealings, one of the legal disputes lost in the noise surrounding SpongeTech was a recent lawsuit with mobile search company, GetFugu.

Originally, SpongeTech had agreed to
GetFugu says that its 'unique “See It,” vision recognition ”Say It,” voice recognition; ”Find It,” location recognition; and “Get It,” Hot-Spotting services are targeted at the growing surge of the world’s population that regularly utilize mobile phones to search for entertainment, news, sports, shopping, and every other thing available on the Internet.'

The technology allows consumers to hear an announcement or take a picture of an ad and automatically be led to an e-commerce platform on their mobile phones.

In sports and entertainment terms, could spo...


K-Swiss to Rebrand as "the California Sports Company" Blog_lock

06 Nov 2009 at 03:42 PM  |  0 Comments

Sponsorship to be key strategy in rebranding

When looking for an apparel partner, K-Swiss may not be the first name you think of. For properties in California, that may be about to change.

K-Swiss, the apparel and shoe company founded by two Swiss brothers in Los Angeles over 40 years ago, has established a "new direction" for the brand that will include events and grassroots sponsorships in a number of sports that fit with the California lifestyle.
"Our new brand voice will communicate a playful, creative, and progressive California attitude towards sports and lifestyle," Chairman and President, Steven Nichols said in a call yesterday.

K-Swiss, perhaps best known in sponsorship terms for its deal with Anna Kournikova, has struggled recently with domestic revenues for the first six months of this year lower by more than 20...


Clorox BBQ Brands Takes Billboard Promotion Award Blog_lock

06 Nov 2009 at 10:39 AM  |  0 Comments

Keith Urban's 'Turn Up the Music & Fire Up the Grill' named top music sponsorship of '09

In New York last night, Billboard magazine awarded KC Masterpiece barbecue sauce and Kingsford charcoal with the music industry's premier marketing honor -- Billboard magazine's annual Concert Marketing and Promotion Award -- for firing up the Keith Urban Escape Together World Tour. In winning the award, KC and Kingsford beat out campaigns from Rascal Flatts/J.C. Penney, Blink-182/State Farm, Mayhem/Rockstar Energy, Britney Spears/Virgin Mobile, Nickelback/Nikon/Microsoft and the Virgin Mobile FreeFest.

During the campaign, the barbecue brands encouraged friends and families to get together and grill in their own backyard. The award recognized the brand's willingness to change the rules of traditional sponsorship and make a powerful business impact.

From Billboard:
"the Award con...


Activation Tactic of the Week Blog_lock

 by Brian Gainor  |  06 Nov 2009 at 10:08 AM  |  0 Comments

Amtrak Provides Special World Series Rides for the Phillies and Yankees

Are you looking for new ways to leverage a corporate partner specializing in transportation services?

The 2009 World Series between the New York Yankees and the Philadelphia Phillies was being called by many the "Amtrak Series", a dream scenario for the inercity passenger rail operator. With New York serving as its busiest train station and Philadelphia's 30th Street Station ranking 3rd, Amtrak did everything in its power to capitalize on the moment.

Amtrak serviced chartered trains for the Yankees and Phillies organizations to travel to play their World Series games on the road. When the two (2) opponents faced off in the 1950 World Series, they opted for a similar route of travel due to its convenience. Check out a quick clip of some prominent Yankees players traveling through t...


Sunrise Inks JetBlue for Florida Panthers & BAC Blog_lock

06 Nov 2009 at 09:44 AM  |  0 Comments

JetBlue will become the Official and Exclusive Airline Partner of the National Hockey League's Florida Panthers and a Pillar Partner of the BankAtlantic Center, its first-ever venue sponsorship.

In celebration the airline is offering an 18 percent off sale for bookings made today at www.jetblue.com/bac for travel between Dec. 2 and Dec. 16, 2009 to/from any of the airline's 18 nonstop cities.

JetBlue's sponsorship will include joint marketing promotions and advertising through 2011: JetBlue will be a Pillar Partner of the BankAtlantic Center, Official and Exclusive Airline of the Florida Panthers, Official and Exclusive Airline of Sunrise Sports & Entertainment (SEE) and will have exclusive rights in the airline category to name, trademarks, uniform, logo in marketing, media, and...


Links 11/05/09 Blog_lock

05 Nov 2009 at 05:21 PM  |  0 Comments

Rihanna Gives Voice to Nokia's New Push
Smirnoff Grants Programme for young promoters Fall Sports a Windfall for AdvertisersNike and USA Basketball Extend PartnershipIZOD Officially Named IndyCar TitleApple and Tennis Channel Team Up for Players LoungeBig Time Bats to be Presenting Channel for YES' Parade CoverageChelsea Chief Says He Would Consider Selling Naming RightsAdidas Drops UCF Sponsorship over MJ Son's NIkesUnder Armour Signs Georges St-PierreMarathon Sponsorship Up 2.5% in '09Renault Latest to Question F1 InvestmentBarclays Offers Take Home the Trophy Promotion


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