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Activation Stories

Activation

How Sponsors Are Activating The 2017-2018 NBA Playoffs and Finals

How Sponsors Are Activating The 2017-2018 NBA Playoffs and Finals

League partners capitalize on the 2018 NBA Finals with a mix of exclusive merchandise, digital content and other marketing initiatives

Strategy

PGA European Tour Finds A Match With Innovation

PGA European Tour Finds A Match With Innovation

Golf organizer uses new event formats, digital content and strategic partnerships to broaden fanbase and deepen engagement

Activation

Why Beer Companies Are Taking A Pass On Category Exclusivity

Why Beer Companies Are Taking A Pass On Category Exclusivity

A-B InBev and MillerCoors move away from exclusive deals, creating an activation arms race in the beer category

Adding Value

Best Practices: Adding Sponsorship Value

Best Practices: Adding Sponsorship Value

Sponsorship sales vets from the Des Moines Arts Festival, Louisville Zoo and other properties share how they add sponsor value

Sponsor Profile

Jack Daniel’s Barrels Ahead With NBA Activation

Jack Daniel’s Barrels Ahead With NBA Activation

Whiskey brand focuses on giving consumers the opportunity to experience its iconic distillery in Lynchburg, Tenn.

Activation

Activation Rundown At The 2018 PyeongChang Games

Activation Rundown At The 2018 PyeongChang Games

With a few notable exceptions, sponsors take a low-key presence on the ground and in traditional and digital marketing channels

Beverage

Anheuser-Busch Launches Budweiser Live

Anheuser-Busch Launches Budweiser Live

Beverage giant leverages sports portfolio with post-game experiences that span music, food and culture

Activation

How Sponsors Plan To Activate The 2018 NBA All-Star Game

How Sponsors Plan To Activate The 2018 NBA All-Star Game

Branded takeovers, charitable programs and other activation themes at the midseason basketball celebration

Category Update

Inside The Evolving Telecommunications Category

Inside The Evolving Telecommunications Category

Category convergence, sports media rights and other trends in the telecom category

Sponsor Profile

How Bridgestone Is Driving Sponsorship Value

How Bridgestone Is Driving Sponsorship Value

Tire maker activates the Olympics, National Football League and other properties to show how its tires perform when it matters most

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