Emerging Category Stories

Emerging Category

Love At First Sight: PBR Clinches Partnership With Harlequin

Love At First Sight: PBR Clinches Partnership With Harlequin

Bull riding circuit extends presence in publishing world with books that feature PBR content and the likeness of four bull riders

Emerging Category

Mohawk Cleans Up With Tough Mudder

Mohawk Cleans Up With Tough Mudder

Flooring company partners with adventure challenge series to promote SmartStrand stain-resistant carpet line

Emerging Category

Fantasy Sports Operators Double Down On Sponsorship

Fantasy Sports Operators Double Down On Sponsorship

FanDuel, DraftKings and others sign new deals in the wake of relaxed league restrictions on the fantasy sports category

Emerging Category

Wearable Technology Brands Try On New Sponsorships

Wearable Technology Brands Try On New Sponsorships

Fitbit, Garmin and others use sponsorship to promote new products, demonstrate relevancy and access new sales channels

Sponsor Profile

MiO Uses Music To Enhance Marketing Campaign

MiO Uses Music To Enhance Marketing Campaign

Water enhancer sponsors Voodoo Experience and other music festivals to engage millennials and stimulate sales

Emerging Category

Storefront Sets Up Shop At Treasure Island Music Festival

Storefront Sets Up Shop At Treasure Island Music Festival

Retail matchmaker sponsors Bay Area festivals with deals in Chicago and New York City in the works

Emerging Category

Ch-ch-ch-chia! Chia Marketers Sprout New Sponsorships

Ch-ch-ch-chia! Chia Marketers Sprout New Sponsorships

Chia-based cereal, drink and supplement makers sign new deals as category posts 95 percent increase in year-over-year sales

Sponsor Profile

Mamma Chia Uses Sponsorship To Build Brand Love

Mamma Chia Uses Sponsorship To Build Brand Love

Organic food and beverage maker sponsors Vans Warped Tour to build brand preference among young adult consumers

Emerging Category

Airbnb Uses Sponsorship To Support Growth Ambitions

Airbnb Uses Sponsorship To Support Growth Ambitions

Peer-to-peer lodging company partners with TCS New York City Marathon, Australian national basketball team and other properties to promote new brand and engage local communities

Emerging Category

The More The Merrier: BitPay To Activate St. Petersburg Bowl With Other Companies In The Bitcoin Ecosystem

The More The Merrier: BitPay To Activate St. Petersburg Bowl With Other Companies In The Bitcoin Ecosystem

Payment processor to share sponsorship assets with digital wallet companies, currency exchanges and other players in the Bitcoin universe

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