JPMorgan Chase has agreed to a massive sponsorship deal with Madison Square Garden worth at least $30 million a year, which stands as the most lucrative annual building/team sponsorship agreement to date.

Multiple sources confirmed the top-level deal valued at $300 million over 10 years or more in securing rights to almost every asset in the Garden, which is undergoing an $800 million phased renovation with final completion expected by 2013.

http://www.sportsbusinessjournal.com/article/66740

Nordic Energy Services, LLC, a Chicago-based, Alternative Retail Electric Supplier and Alternative Gas Supplier, has reached an agreement with the Chicago Bears to be their official energy provider.

Under the terms of the agreement Nordic Energy will manage supply contracts, scheduling, usage data, research and forecasting to help the Bears oversee their energy needs.

Jim Deering, President of Nordic Energy said, "We actively pursued the partnership with the Chicago Bears not only for our devotion to the team, but for the name recognition. We believe the same, money-saving energy and services we offer to the Chicago Bears will benefit many other businesses throughout Illinois and Northwest Indiana. Our sponsorship is a good venue to build awareness."

As part of the deal, Nord...

Air New Zealand Leverages Rugby Partnership with Safety Video

As part of their partnership with the New Zealand All Blacks Rugby Team, Air New Zealand recently released a terrific airplane safety video that incorporates players, fans, and more. The video demonstrates new ways that teams and airline partners can leverage their affiliations in creative ways.

Check it out below:

Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide o...

EMC named presenting sponsor

The PGA TOUR and Deutsche Bank announced that the global banking firm has exercised a two-year option to continue sponsorship of the Deutsche Bank Championship through 2012.

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In recent days, the USA World Cup Bid Committee have signed both American Airlines and AT&T as official partners of the organization’s efforts to bring the FIFA World Cup to the United States in 2018 or 2022.

“American Airlines is certainly one of the most recognized symbols of our country’s outstanding transportation infrastructure,” said Sunil Gulati, Chairman of the USA Bid Committee and President of U.S. Soccer. “The partnership with the USA Bid Committee is yet another example of their deep commitment to the sport that started with their backing of the 1994 World Cup. We are thankful for their continued support of our cause.”

American Airlines was the official airline of the 1994 FIFA World Cup held in the United States and currently serves and the official airline of Major L...

Auto insurer, Esurance, is taking to some unique activation tactics at the 2010 US Open - launching an overly complex way of watching their own commercials and asking fans not to drive. As the official car insurance sponsor of the event, Esurance this week unveiled a Rube Goldberg-type device for the grounds, in addition to promoting public transportation to and from the event by planning to give away thousands of MetroCards throughout the Open.
The customized interactive machine uses a Wilson tennis ball, which works its way through a maze of hurdles and challenges, some of which will initiate the screening of two Esurance commercials.

"We're committed to offering our customers the best of both worlds when it comes to car insurance, by providing innovative technology and around...

Sharp becomes UEFA's 7th EUROTOP partner

Sharp will be the official sponsor for UEFA EURO 2012 and a EUROTOP partner covering all national team competitions until the end of 2013.

Under the agreement Sharp becomes the exclusive partner of audiovisual equipment and solar-related products for the next edition of UEFA's flagship national team competition taking place in Poland and Ukraine in the summer of 2012.

Sharp will be the seventh global partner for UEFA EURO 2012 following on from the previous announcement of the adidas, Castrol, Coca-Cola, Hyundai-Kia, Carlsberg and McDonald's agreements. The EUROTOP program establishes the sponsorship relationships for UEFA's top national team competitions.

As part of the sponsorship deal, which includes broadcast sponsorship rights in Europe, Sharp will activate a soccer-focuse...

Auto insurer becomes fourth “Champions of the Community’ partner

The Orlando Magic have signed a new, multi-year relationship with GEICO as the auto insurer becomes the franchise's fourth ‘Champions of the Community’ partner.

As part of the deal, GEICO will receive entitlement to the GEICO Garage, a parking garage next to the Amway Center. The entitlement to the City of Orlando parking facility will also bring a revenue stream to the city. As another element of the partnership, GEICO will receive designation as the Official Auto Insurance of the Orlando Magic and beginning this season, will receive inclusion in the Amway Center's digital signage rotation, presence on the Magic’s official website, in-game promotions and selct print/radio ad inventory.

“We are honored to have GEICO join our ‘Champions of the Community’ partnership category for t...

UPS becomes official package delivery partner of the Southeastern Conference

UPS has become the official package delivery and logistics sponsor of the Southeastern Conference and all SEC Championship events.
The contract, which was negotiated through SEC Sports Marketing/IMG will run through June 2013.

The sponsorship provides UPS with official corporate sponsor status including category exclusive use of conference logos, marketing rights, SEC television and web presence, event signage and merchandise. Additionally, the company will have a category exclusive presence at the Dr. Pepper SEC FanFare during the Conference's annual football championship weekend and men's basketball tournament. These two events, held in conjunction with the respective SEC Championships, draw more than 60,000 fans each year.

"The SEC's commitment to higher education, its large a...

adidas and Major League Soccer today announced an extension to their strategic partnership agreement. The new 8-year partnership, which Sports Business Journal reports is worth $200M, extends adidas' position as the official athletic sponsor and product supplier for the MLS through 2018.

The new partnership will have a heavy focus on youth development and programming.

"The United States is a breeding ground for athletic talent and we need to ensure our homegrown athletes have viable opportunities to play soccer at the highest level," said Patrik Nilsson, president, adidas America. "We need to accelerate the model for soccer development in North America to attract and keep elite talent engaged and excited about professional opportunities in the sport. We share a long-term vision ...