In The News

Soccer Leaders See Copa America From Jail Amid Sponsor Risk
Bloomberg Business , June 09, 2015
As Lionel Messi and Neymar bring their talent to Chilean soccer fields in the wake of the FIFA scandal, sponsors of the Copa America risk their brands getting tarnished rather than polished... More

Cavaliers, Hoping to Expand Footprint, Sign on 2 International Firms
ESPN.com, June 09, 2015
Cavaliers, Hoping to Expand Footprint, Sign on 2 International Firms.. More

NHL Sponsorship Spending Expected To Increase 10 Per Cent For 2014-2015 Season
The Drum, June 08, 2015
National Hockey League (NHL) sponsorship revenue is expected to reach $447m for the 2014-2015 season, up 9.2 per cent from the year prior, according to sponsorship information and analysis firm IEG... More

Heineken Subverts Expectations
Warc, June 04, 2015
CHICAGO: Heineken beer has shown how subverting expectations can help brands make an impact, with a campaign using electronic dance music (EDM) to promote moderation rather than additional consumption... More

FIFA Sponsors Tackle A Scandal, Gingerly
Advertising Age, May 30, 2015
Soon after sweeping corruption charges were levied against FIFA officials, a top marketing executive for a World Cup sponsor was scolded on Twitter. "You should be doing more than 'repeating concern,'" one person tweeted at Coca-Cola CMO Marcos de Quinto, referring to a statement Coke had issued. "You really have the true power as you are the sponsors!".. More

Want Coveted Grateful Dead tickets? Open Up Your Home
USA Today, May 29, 2015
CHICAGO – With tickets for the final Grateful Dead shows long gone – or selling at a sky-high scalper's premium – some folks willing to open up their home to strangers will get a last chance to walk through the golden door... More

FIFA Corruption Scandal Pressures Soccer Governing Body’s Sponsors
The Wall Street Journal, May 29, 2015
The corruption scandal engulfing FIFA is stoking long-festering concerns among corporate sponsors about soccer’s top governing body, but the marketing power of the world’s most popular game is so great that severing ties wouldn’t be easy... More

World Cup Sponsors’ Situation Is Complex
The New York Times, May 28, 2015
World Cup sponsors demonstrated various levels of caution in their responses this week to the United States Justice Department’s indictment of nine FIFA officials on corruption charges... More

FIFA Probe Puts A Spotlight On The Role Of Traffic Sports And Other Sports Marketing Firms
U.S. News, May 28, 2015
NEW YORK — The U.S. Justice Department's targeting of FIFA, soccer's global governing body, has put a spotlight on the powerful role that marketing firms play in the global sports arena... More

How FIFA Makes Its Billions
CNN Money, May 27, 2015
U.S. prosecutors issued arrest warrants for 14 people, and authorities in Switzerland — where FIFA is based — have launched their own separate investigation... More

Sponsorship Delivers For Mayo Clinic
Warc, May 26, 2015
CHICAGO: Mayo Clinic, the medical care and research group, has shown how sponsorship can boost awareness of new products and services by partnering with the Minnesota Timberwolves and Lynx basketball teams... More

Adidas Advises ‘Hashtag Hierarchy'
Warc, May 25, 2015
CHICAGO: Brands seeking to create content for major sporting events should focus on issues like tone of voice, scenario planning and establishing a "hashtag hierarchy", according to a leading executive from adidas... More

GroupM Expands in Sports Sponsorships With New Unit, ESP
Adweek, May 19, 2015
GroupM is expanding its sports and entertainment operations through the creation of a new global brand called ESP, an umbrella that includes two new units. ESP Properties, one of the units, marks the first time GroupM is targeting rightsholders like teams, leagues, events, federations, publishers and venues in an effort to aggressively pursue the business of sponsorship sales... More

Target Focuses Sponsorship Spend
Warc

, May 15, 2015
CHICAGO: Target, the retailer, is using a consistent formula to inform its sponsorship expenditure – allocating 35% of its outlay to a property, another 55% to activation and 10% to measurement... More

Authenticity Key For Carhartt
Warc, May 06, 2015
CHICAGO: Carhartt, the workwear manufacturer, believes only featuring real "hard-working people" in its marketing is as important for its brand as sports companies using actual athletes as their official ambassadors... More

AT&T ‘Mobilizes' Sponsorship
Warc, May 05, 2015
CHICAGO: AT&T, the telecoms group, is connecting its sponsorship efforts more deeply than ever to its core brand proposition – a trend assisted by the fact mobile phones are now an "endemic" part of live events... More

Brand Purpose Drives Mizuno
Warc, May 04, 2015
CHICAGO: Mizuno USA, the sporting goods group, has seen considerable benefits from effectively tapping into its brand purpose - something it had previously found difficult to achieve... More

Coke Outlines Sponsorship Challenges
Warc, May 01, 2015
CHICAGO: Sponsorship rights holders need to help their brand partners unlock creativity and embrace real-time marketing to maximise the value of these investments, an executive from The Coca-Cola Company has argued... More

As NFL Draft Kicks Off, Chicago's Ready For Its Close-up
Crain’s Chicago Business, April 30, 2015
Tonight's NFL Draft coverage will be a major commercial for the city of Chicago... More

Influencer Vision Pays Off For GoPro
Warc, April 23, 2015
CHICAGO – GoPro, the camera brand, has driven marketing success by working with a highly diverse group of influencers – from athletes in extreme sports to popular mommy bloggers... More

'Below Average' Is Plenty Good For Carolina Panthers
Business Journals, April 21, 2015
Sports consultant IEG Research ranks the Carolina Panthers among 14 teams below the league average in sponsorship revenue in an annual analysis released this month. The ranking says more about the size of Charlotte, among the smallest of the 31 NFL cities, than the interest of companies in advertising with the NFL team... More

For NASCAR Drivers, Rounding Up Sponsors A Big Part Of The Job
Richmond Times-Dispatch, April 21, 2015
When one of the NASCAR Sprint Cup Series drivers wins Saturday’s Toyota Owners 400, he or she will head to Gatorade Victory Lane at Richmond International Raceway and begin the celebration by thanking his or her sponsors... More

Shell Lubricants Taps Media Flexibility
Warc, April 21, 2015
CHICAGO – Shell Lubricants has boosted its marketing flexibility via corporate trade – an approach that converts pre-planned media buys, products or other assets into cash and credits to spend on brand programs... More

Red Bull Media House Opens Doors
Warc, April 20, 2015
CHICAGO: Red Bull Media House is giving third parties the chance to tap the content expertise which fuels the marketing for its namesake energy drink – an opportunity that has attracted brands like adidas and Nokia... More

NFL Sponsor Revenue Seen Rising 7.8% Amid Controversies
Bloomberg Business, April 17, 2015
The National Football League’s sponsorship revenue increased 7.8 percent to $1.15 billion last season even as it faced criticism for the way it handled a series of high-profile domestic violence incidents, according to a study by sponsorship consultant IEG... More

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