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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


IZOD Officially Named IndyCar Title Blog_lock

05 Nov 2009 at 01:52 PM  |  0 Comments

As was widely reported earlier this week, the Indy Racing League (IRL) today officially unveiled IZOD as the title sponsor of the IZOD IndyCar Series.
Although the cost of the sponsorship was not revealed, reports earlier this week said the deal is worth approximately $10 million annually.

The multi-year agreement marks the first title sponsor IRL has had since 2001.
"The combination of young, dynamic drivers representing over 14 countries,
events in key domestic and global markets and its strong American racing
heritage make the IndyCar Series a perfect fit for the sport-spirited IZOD brand
lifestyle," said Allen Sirkin, President and Chief Operating Officer of Phillips-Van Heusen.

According to an announcement released earlier today, the partnership includes the following...


Apple & Tennis Channel Team Up For Players Lounge Blog_lock

05 Nov 2009 at 01:23 PM  |  0 Comments

Tennis Channel has teamed up with Apple to launch a new suite of interactive features under the name, Players Lounge.

Tennis Channel hopes to reveal athlete personalities through the online destination where tennis’ top players answer personal questions about their off-court lives. Viewers also will have the ability to download players’ favorite songs directly from the Lounge through iTunes.

“We work with tennis players every day and Players Lounge is just another way to share as much of their personalities as possible with our viewers,” said Robyn Miller, senior vice president, marketing, Tennis Channel. “This is also a unique manner in which to work with partners like Apple – where viewers connect with the players through products and services they can link in ...


Partnering to Create New Sponsorship Inventory Blog_lock

05 Nov 2009 at 12:08 PM  |  0 Comments

Case Study: USSTAG & G.E.L.

In another creative example of partnering to create new sponsorship assets, Group Experiential Learning (GEL) has joined forces with the US Sailing Team AlphaGraphics (USSTAG) as a new bronze-level partner, US Sailing today announced.

What makes this partnership unique is not in the fact that the team has added another partner to their roster, but rather in how GEL will be integrated into USSTAG's platform to create additional assets for other sponsors of the team.

GEL will deliver high impact team building and leadership training experiences for current and future USSTAG sponsors.

'Sailing is an extremely team-oriented sport,' said Jay Palace, President of GEL. 'Because sailboats won’t move without coordination between a helmsperson and the sail trimmers, it’s the perfect p...


What's Next for UCF? Blog_lock

05 Nov 2009 at 10:23 AM  |  0 Comments

Adidas drops UCF sponsorship over MJ son's NIkes

How do you raise the profile of a basketball program that last year finished in 6th place in Conference USA? How about a sponsor controversy involving the two biggest apparel brands and basketball's most recognized surname.

In an exhibition game on Wednesday, Marcus Jordan, son of Michael, took the court in Nike Air Jordans, while the rest of his teammates wore contractually-bound Adidas sneaks.

Adidas made it clear following the game that they've had enough and would not renew their six-year, $3 million sponsorship when the contract expires.

"The University of Central Florida has chosen not to deliver on their contractual commitment to adidas," adidas spokeswoman Andrea Corso said in a statement. "As a result, we have chosen not to continue our relationship with them movin...


IEG: Marathon Sponsorship Up 2.5% in '09 Blog_lock

05 Nov 2009 at 09:23 AM  |  0 Comments

Have an affluent demo and a new way of bundling sponsorship inventory allowed marathon properties to increase their sponsorship take in '09, in the wake of a relatively flat to down overall environment? That's what IEG says, although a projected 2.5% increase is still significantly down from the 9% increase IEG forecasted for marathon sponsorships from '07 to '08.

Chicago, Ill. (PRWEB) November 5, 2009 -- North American-based companies will spend an estimated $86.1 million to sponsor marathons, triathlons, 10Ks and other running events this year, a 2.5 percent increase from the $84 million spent in '08, according to IEG, the world's leading authority on sponsorship.

While the projection is down significantly from the nearly 9 percent increase in spending from '07 to '08, it ...


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