Sponsorship Activation & Selection

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CenturyLink and the Phoenix Suns Partner to Create Brand Value in the Local Community

Rich Karlis, director, corporate sponsorships, CenturyLink, and Matt Wright, vice president of strategy and operations, marketing partnerships, Phoenix Suns/Phoenix Mercury, discussed the evolution of their partnership as well as how they are working together to elevate program activation and measurement.

CenturyLink and the Phoenix Suns Partner to Create Brand Value in the Local Community

Rich Karlis, director, corporate sponsorships, CenturyLink, and Matt Wright, vice president of strategy and operations, marketing partnerships, Phoenix Suns/Phoenix Mercury, discussed the evolution of their partnership as well as how they are working together to elevate program activation and measurement.

Western Union: Making Smarter Business Decisions Through Research and Measurement

Laston Charriez, senior vice president, marketing, Western Union, and Dr. Mark Friedrich, executive vice president, research, Navigate Research, discussed a recent Western Union partnership with UEFA Europa League, as well as best practices and ways to use research and measurement to make smarter business decisions.

Western Union: Making Smarter Business Decisions Through Research and Measurement

Laston Charriez, senior vice president, marketing, Western Union, and Dr. Mark Friedrich, executive vice president, research, Navigate Research, discussed a recent Western Union partnership with UEFA Europa League, as well as best practices and ways to use research and measurement to make smarter business decisions.

24 Hour Fitness Leverages 2012 Olympics Partnership Through Social Media

Kristin Shaff, director, partnership marketing, 24 Hour Fitness, and Matt Day, CEO, Silverfox, discussed their 2012 Summer Olympics sponsorship and how it was leveraged through social media.

24 Hour Fitness Leverages 2012 Olympics Partnership Through Social Media

Kristin Shaff, director, partnership marketing, 24 Hour Fitness, and Matt Day, CEO, Silverfox, discussed their 2012 Summer Olympics sponsorship and how it was leveraged through social media.

Petco Park Sponsorship Activation: Key Learnings After Nine Years of a 22-Year Contract

Shannon Anderson, field marketing manager, Petco Animal Supplies, Inc., discussed how Petco continues to grow its sponsorship activations to engage with baseball fans, the community, and pet parents.

Petco Park Sponsorship Activation: Key Learnings After Nine Years of a 22-Year Contract

Shannon Anderson, field marketing manager, Petco Animal Supplies, Inc., discussed how Petco continues to grow its sponsorship activations to engage with baseball fans, the community, and pet parents.

Six Flags and got2b Bring Style to Non-Traditional Marketing Partnerships

Kathy Alaama, vice president, Henkel North America, and David McKillips, senior vice president, Six Flags Entertainment, discussed how their partnership is driving consumer engagement for Henkel's got2b brand and exposing it to millions of theme park fans nationally.

Six Flags and got2b Bring Style to Non-Traditional Marketing Partnerships

Kathy Alaama, vice president, Henkel North America, and David McKillips, senior vice president, Six Flags Entertainment, discussed how their partnership is driving consumer engagement for Henkel's got2b brand and exposing it to millions of theme park fans nationally.

Hertz and Live Nation’s ‘Movin’ with Music’ Integrated Sponsorship

Jerry Preyss, vice president, global branding and innovation, Hertz Worldwide, and Russell Wallach, president, Live Nation Entertainment, discussed Hertz’s multi-year sponsorship and marketing alliance with Live Nation Entertainment.

Hertz and Live Nation’s ‘Movin’ with Music’ Integrated Sponsorship

Jerry Preyss, vice president, global branding and innovation, Hertz Worldwide, and Russell Wallach, president, Live Nation Entertainment, discussed Hertz’s multi-year sponsorship and marketing alliance with Live Nation Entertainment.

IEG: Transforming Sponsorships into Value-Creating Partnerships

Lauren Ukman, chief executive officer, IEG, LLC, and Jim Andrews, senior vice president, content strategy, IEG, LLC, discussed the key value drivers that leading brands are leveraging to turn sponsorship and event marketing from an expense into an investment which can deliver real returns.

IEG: Transforming Sponsorships into Value-Creating Partnerships

Lauren Ukman, chief executive officer, IEG, LLC, and Jim Andrews, senior vice president, content strategy, IEG, LLC, discussed the key value drivers that leading brands are leveraging to turn sponsorship and event marketing from an expense into an investment which can deliver real returns.

The Pepsi Challenge: Managing and Maximizing Major Investments in Sponsorship

Jim Andrews, senior vice president, content strategy, IEG, LLC, interviewed Jennifer Storms, senior vice president, global sports marketing, PepsiCo, Inc., about her role in sponsorships at PepsiCo, and how the company has launched a new global strategy for leveraging partnerships across multiple products and brands.

Old Habits Do Die: Sponsor Survey Sees Less Reliance on Ads, Signage

The 12th annual IEG/Performance Research Sponsorship Decision-makers Survey indicated that sponsors are changing how they evaluate and activate their partnerships.

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.

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