Sponsorship Activation & Selection
Zurich Takes Old School Approach to Activation
Zurich Insurance Group used its PGA tour sponsorship to promote its 100th anniversary of doing business in the U.S.
Aon’s Opportunity with Manchester United
Patrick Pierce, director of sponsorships, Aon plc, discussed the company’s global partnership with Manchester United.
Making the Right Sponsorship Decisions: An IEG Consulting Client Case Study
Larry Albus, vice president, client solutions, and Matt Petersen, vice president, client solutions, IEG Consulting, described how companies can take control of their sponsorships using objective selection and evaluation tools.
Making the Right Sponsorship Decisions: An IEG Consulting Client Case Study
Larry Albus, vice president, client solutions, and Matt Petersen, vice president, client solutions, IEG Consulting, described how companies can take control of their sponsorships using objective selection and evaluation tools.
The Scotts Company “Takes the Field” with Major League Baseball
Rich Foster, vice president of marketing, The Scotts Company, discussed the objectives and vision behind the company’s relationship with Major League Baseball.
The Scotts Company “Takes the Field” with Major League Baseball
Rich Foster, vice president of marketing, The Scotts Company, discussed the objectives and vision behind the company’s relationship with Major League Baseball.
Merrell Tries on New Sponsorship Strategy
Merrell, an outdoor footwear and clothing company, has become the title sponsor of two national non-traditional endurance sports properties, shifting its traditional sponsorship strategy of partnering with local and regional sporting events.
Wireless Service Providers Call Up New Sponsorships
This IEG report looks at the sponsorship strategies currently being employed by AT&T, Verizon Wireless, T Mobile, and Sprint.
Schwab Activates PGA Tour with New Online Documentary Series
Charles Schwab is adding a new activation element to their long-standing PGA Tour sponsorship, according to this IEG report.
Tire Category Gains Sponsorship Traction
Tire manufacturers are continuing to aggressively invest in sponsorships and sponsorship activations, according to this IEG report.
Why Exclusivity Isn’t What It Used to Be
Although category exclusivity remains a top perk for companies interested in major sponsorships, many sponsors can no longer afford the cost of it, according to IEG.
Wyndham Takes PGA Tour Event on Vacation
The goal of Wyndham’s PGA Tour sponsorship is to promote the company’s wide range of vacation offerings, according to IEG.
Mercedes-Benz Wants Nothing but the Best for Its Sponsorships
In 2009, when the rest of the industry began to cut back on sponsorships, Mercedes-Benz chose to reinvest in them, according to IEG.
SAP: Making Sponsorship Run Better
SAP’s approach to sponsorship has evolved from a focus on hospitality and awareness-building to creating integrated platforms that highlight their technological expertise, according to IEG.
Heineken’s Top Shelf Approach to Sponsorship
Heineken uses its sponsorships to maintain their premium global positioning and engage consumers worldwide, according to IEG.
Invest, Don’t Buy: A Smarter Way to Sponsor
This white paper from IEG looks at how marketers can enhance their sponsorship strategies and features case studies from Xerox, the NFL, IBM, Gatorade, and GE.
GE: Using Sports Partnerships to Drive Growth
Chris Katsuleres, director, Olympic Marketing and Sport Programs, General Electric Corp., discussed how the company uses its partnership with the Olympics to achieve legacy, public relations, external and internal marketing, customer engagement, and revenue generation goals.
Invest, Don't Buy: A Smarter Way to Sponsor
Emily Rogers, President, IEG Consulting Group, moderated a panel discussion with Jon Levine, Vice President, Global Experiential Marketing, Xerox Corporation; Mike Kelner, Senior Director, Sponsorship Marketing, Fidelity Investments; and Andrew Kritzer, Associate Vice President, Strategic Marketing and Communications Division, Sharp Electronics Corporation, about smarter ways to sponsor by making investments instead of buying.
Subaru: Diversify Your Partnerships
Todd Lawrence, promotions and sponsorship manager, Subaru of America, Inc. discussed the consumer insights that lie at the heart of Subaru's sponsorship program and also demonstrated how the automaker is able to track sales and ROI from these investments.
Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR
Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.
