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50 Awesome Sponsorship Activations From The Past Seven Years Blog_lock

 by Staff  |  23 Apr 2014 at 10:16 AM  |  0 Comments

#activation

Brian Gainor's Partnership Activation, one of the must-have resources for any sponsorship professional, recently celebrated its 7th anniversary (Congrats, Brian!) with a list of the 50 top sponsorship activations in recent memory. Partnership Activation, if you don't already know, is a treasure trove of information for anyone looking to create memorable partnerships for themselves or their marketing partners. Sign-up for the Partnership Activation newsletter here.

Here's Brian's "Big 50"... got a favorite?

1. Chick-Fil-A Fowl Pole
2. Denver Water - Stop Running Toilets
3. Carlton Draught Magnatron
4. 7-Eleven / Chicago White Sox
5. TaylorMade / SD Padres Driver
6. Taco Bell’s Steal A Base, Steal A Taco
7. Grasshopper Zurich / Duravit - Hot Tub
8. Heineken / MCFC ...



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Digital Marketing's Last Holdout: UHNW? Blog_lock

 by Staff  |  16 Apr 2014 at 02:21 PM  |  0 Comments

#$$$ #experiential #digital

While digital marketing deservedly gets most of the attention these days, there's at least one demographic where events and partnerships may still be the marketer's clear cut tool of choice. Ultra High Net Worth (defined as those with net assets of $30 million+). That's according to Wealth-X's most recent edition of the Wealth-X Luxury Sentiment Survey, which looks at how luxury brands employ marketing strategies to target UHNW clients. The March 2014 survey, which polled global senior luxury executives, revealed:

- Over 90% of respondents agreed or strongly agreed that “experiential marketing is crucial to the luxury industry’s ability to connect with UHNW clients”
- 68% of respondents felt that UHNW clients do not respond to digital marketing campaigns.

Despite the fin...



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Engagement: Everybody Wants It, BUT Nobody Knows What It Really Means Blog_lock

 by Staff  |  16 Apr 2014 at 12:03 PM  |  0 Comments

#buzzwordwednesday

If you work in sponsorship you know that engagement is something of a trigger word that tends to get marketers all worked up. According to a new study though...

- 88% of customers say they don’t want to engage with brands.

- 75% of CMO's interviewed said they don’t know how to engage with customers.

The good news, there does seem to be something of a formula for building it. According to the study's author Esteban Kolsky, trust x time = engagement.

"Engagement can only be measured as a function of value given and value received (value exchange) as it accumulates over time (which is the same as saying that there is no metric for engagement – another fuzzy metric… yay!)
Trust, and how to create and maintain it, is the biggest barrier to engagement." Kolsky writes on his pop...



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Luxury Automaker Looks To Cross Final Frontier With Space Sponsorship Blog_lock

 by Staff  |  15 Apr 2014 at 09:23 AM  |  0 Comments

#deals #auto #space

Richard Branson’s pioneering commercial spaceline, Virgin Galactic, has its first official partner. Announced aboard the USS Intrepid, the partnership will see Land Rover vehicles become part of daily life for the Virgin Galactic team and for all ‘Future Astronauts’. According to the release, "the space experience will now begin with Land Rover as they arrive in New Mexico for training, and continue to the moment they drive from the space terminal building to the waiting spaceship." Land Rover will base a fleet of vehicles at the Virgin Galactic test centre in the Mojave Desert, California and at its operational New Mexico base, Spaceport America.

“The safety and engineering excellence of Land Rover’s vehicles, which have been the stuff of legend for more than 65 years, are attribu...



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Airline's Sponsorship Activation: Dress Our Flight Attendants Blog_lock

 by Staff  |  14 Apr 2014 at 08:30 PM  |  0 Comments

#activation #airlines #fashion

In what may be a sponsorship first, a major airline is using its new role as official airline of Miami Fashion Week to source design ideas for its flight attendant uniforms. Designers participating in Miami Fashion Week are being asked to submit designs for Eastern Air Line's skirt, vest, blouse, pants, jackets and knee length dresses that "convey the Miami/Caribbean/Latin American look."

The winner will get a cash prize, the title of official designer of Eastern Air Lines for a period of 3 years, a contract with EAL to design their ground crew uniforms, free airline tickets to any EAL destination, inclusion in the CBS documentary of EAL’s re-launch, designer’s signature collections to be featured in the EAL retail store at the Miami International Airport for the duration of the agre...



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Horizon Adds To Capabilities With Events Acquisition Blog_lock

 by Staff  |  09 Apr 2014 at 11:00 AM  |  0 Comments

#agencies #deals #events #acquisitions

Horizon Media, one of the fastest growing media services companies in the world, is placing a bet on live events with the acquisition of InsideOut Sports + Entertainment. InsideOut, which owns the PowerShares Series and is run by tennis star Jim Courier and founding partner Jon Venison, bolsters Horizon's existing event and entertainment marketing capabilities.

"The importance of live events continues to grow as people clamor for unique 'as it happens' experiences and the thrill of appointment viewing that the DVR just cannot deliver," said Bill Koenigsberg, CEO, Founder, and President of Horizon Media. "This acquisition further expands our creative content and sports and event production capabilities, putting Horizon firmly at the front of creating the most exciting and highest rat...



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$50M In Sponsorship, Not Enough? Blog_lock

 by Staff  |  08 Apr 2014 at 11:26 AM  |  0 Comments

#selling #nyc #financials #bikesharing

Despite kicking off with a $41 million title sponsorship and an additional $6.5 million from MasterCard, Citi Bike may be facing a serious financial shortfall. That's according to the Wall Street Journal, which reports that price hikes or additional sponsors are needed to rescue the popular bike sharing program, the largest of its kind in the U.S. The root problem though, if Fast Company is to be believed, may provide a case study in contrasting sponsorship structures. Shaunacy Ferro asks the question "Why would any other company want to join Citi as a sponsor?" and writes that the way the initial sponsorships were structured makes it very difficult for other sponsors to co-exist with the the financial institution...

Citi has branded the bike-sharing service in New York so fantastic...



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Papi, Samsung Score With Presidential Selfie; W.H. Objects Blog_lock

 by Staff  |  03 Apr 2014 at 11:15 AM  |  0 Comments

#selfies #galaxy #telecom #mlb

Weeks after Samsung pulled off the $18 million selfie heard around the world, the telecom giant celebrated a new deal with the Red Sox' David Ortiz by helping facilitate the presidential selfie during the Sox' White House visit on Monday. In two days, Papi's selfie has been retweeted nearly 40,000 times and naturally got a big RT to Samsung's 5 million+ followers.

While one might presume this was a staged shot similar to Samsung's Oscars stunt, Samsung says otherwise. In a statement released yesterday, the company says: "When we heard about the visit to the White House, we worked with David and the team on how to share images with fans. We didn’t know if or what he would be able to capture using his Note 3 device."

Meanwhile, White House press secretary Jay Carney commented o...



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Superstar Loses Sponsorship With Company He Part-Owns? Blog_lock

 by Staff  |  01 Apr 2014 at 12:02 PM  |  0 Comments

#deals #apparel #equity #afd

It is no secret that lifestyle apparel brand, Quiksilver, has been reducing its roster of athletes and event sponsorships in recent months so it may not actually be an April Fool's Day joke that 11-time world surfing champion Kelly Slater is reportedly splitting with 23-year sponsor, Quiksilver. Either way, ending a sponsorship is a little different when the athlete being sponsored owns, or at least owned, 3% of the company not renewing the deal. Which got us thinking... how does the stock deal look now? Since Slater chose a stock bonus rather than cash for his sponsorship bonus in November 2010, Quiksilver's stock price has nearly doubled. If Slater, who remains one of surfing's biggest names, still owns the $22 million stock bonus he was given instead of the sponsorship payment, his ...



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New on SponsorPitch: Deal Database + Deal Pages! Blog_lock

 by Staff  |  26 Mar 2014 at 11:24 AM  |  0 Comments

#deals #tools #spfeatures

As some of you have already seen, SponsorPitch has been beta testing two new features over the past few weeks. Today, we're excited to roll out the deal database and deal pages to all users.

The idea behind the deal database came from a longtime SponsorPitch member who suggested a better way for searching through the tens of thousands of sponsorship deals that are catalogued on SponsorPitch, expressing a frustration with having to go to each sponsor's page individually to research deals. What if you didn't exactly know what you were looking for, but say just wanted to see all of the sponsorship deals that are happening in Chicago, Illinois? Maybe you want to see deals between auto companies and golf properties or perhaps filter the database to see the most expensive naming rights de...



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