Beverage Stories

Seeking Deals

Arby’s Beefs Up Sponsorship To Support Growth Plans

Arby’s gets into sponsorship and looks for more deals to support expansion plans

Category Update

XanGo Becomes Latest Direct Seller To Embrace Sponsorship

Direct sellers including XanGo and Herbalife step up sponsorship activity

Results

Pepsi Bottler Steps Up Activation, Scores Sales Gains

Alabama Pepsi bottler sends retail sales skyrocketing by integrating football game sponsorship throughout local marketing

Selling

Boomsday Festival Witnesses Sponsorship Explosion

Tennessee festival doubles sponsorship income through strategic approach to partner solicitation, including turnkey activation programs

Strategy

Dunkin’ Growth Plans Include Sponsorship

Dunkin’ Donuts includes local and regional sponsorships in plans for national expansion under new ownership

In Depth

Revisiting The IRS Regulations: What Nonprofits And Their Sponsors Need To Know

IRS nonprofit sponsorship regulations allow most payments to be tax free to the property, but some specific benefits can trigger tax possibilities

Strategy

Not Your Son’s Energy Drink: Red Bull Charges Into Golf Deals

Red Bull goes for the green with golf tie-ins, perhaps sparking shift in energy drink sponsorships

SELLING

Staffing Increase Yields Positive Returns For Milwaukee Brewers

Pro Sports franchise invests in sales and servicing staff, sees payoff through 21 percent revenue gain

Selling

Money Of Waste: Properties Find Ways To Make Trash Pay

Waste hauling and recycling plays into sponsorship through deals from private and government entities

In Depth

Keeping Up With The Changing Nature Of On-site Sales Rights

On-site sales rights are more popular with sponsors than ever, but properties need to be creative in packaging such benefits and providing support

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