College Sports Stories

Strategy

Northwestern Mutual Signs First National Sponsorship

Northwestern Mutual Signs First National Sponsorship

Insurance company partners with the NCAA to tout financial stability and broad product offering

One-On-One

IMG Gives Sponsorship The Old College Try

IMG Gives Sponsorship The Old College Try

IMG Sports & Entertainment president George Pyne discusses the sports marketing giant’s acquisition of ISP Sports and the evolution of the college sports sponsorship landscape

Category Update

Hertz Partners With Live Nation To Support New Music Initiative

Hertz Partners With Live Nation To Support New Music Initiative

Rental car company partners with music powerhouse to support Movin’ with Music marketing campaign; Avis Budget Group, Enterprise Holdings and others also place more focus on sponsorship

Seeking Deals

The Parking Spot Makes Room For More Sponsorships

The Parking Spot Makes Room For More Sponsorships

Near-airport parking provider inks new deals with Colorado State University, NHL New Jersey Devils and the University of Colorado; plans additional ties to build visibility across growing footprint

One-on-one

Allstate’s Sponsorship Policy: Less Is More

Allstate’s Sponsorship Policy: Less Is More

Senior director of integrated marketing communications Pam Hollander discusses the insurer’s “less is more” sponsorship strategy, its growing focus on leveraging ties across multiple business units and other topics

One-on-one

Mercedes-Benz Gets Social With Sponsorship

Mercedes-Benz Gets Social With Sponsorship

MBUSA national manager of experiential marketing Lisa Holladay discusses the thinking behind the Mercedes-Benz Superdome, the company’s growing use of social media and other topics

Strategy

Chevy Launches Sonic Sponsorship Campaign

Chevy Launches Sonic Sponsorship Campaign

Auto giant uses event marketing/social media mash-up to promote new subcompact to young adults

Category Update

Tire Category Gains Sponsorship Traction

Tire Category Gains Sponsorship Traction

Kumho Tire U.S.A, Inc., Yokohama Tire Corp. and others expand sponsorship portfolios

Emerging Category

Online Auction Services Bid On Sponsorship  

Online Auction Services Bid On Sponsorship  

Copart, IronPlanet Motors and others sign deals to build visibility and gain assets to attract new members

Who Does What

Wireless Service Providers Call Up New Sponsorships

Wireless Service Providers Call Up New Sponsorships

Deals, strategies and contacts for the country’s five major wireless carriers

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