Sponsorship
ADT: The Power of Content Marketing
Tony Wells, chief marketing and customer officer at ADT Security Systems, discussed how the company has moved from direct response TV advertising to using strategic content partnerships to reach consumers in new and different ways.
HSBC: Banking Giant Recalibrates Sponsorship Strategy to Support Evolving Business Objectives
As a result of the 2008 economic collapse, HSBC has scaled back its sponsorship partnerships with local properties in favor of ties with a handful of international sports leagues and events.
IEG Category Update: Laundry Detergent
Led by Tide, laundry detergent brands are increasing their use of sponsorships in order to promote products in relevant environments, tout brand attributes, and gain platforms for retail promotions.
Inside Starwood’s Sponsorship Strategy
According to IEG, Starwood is expanding its sponsorship portfolio to support its international expansion and gain unique, one-of-a-kind experiences for its Starwood Preferred Guest loyalty program.
Liberty Mutual Expands Global Portfolio
Liberty Mutual has announced that it will be a sponsor of the U.S. Olympic Committee and the 2014 FIFA World Cup, according to IEG.
Western Union Gets Better with Sponsorship
Western Union has acquired some international sponsorship platforms in order to support its new global brand campaign, according to IEG.
Who Does What: Auto and Home Insurers
Sponsorship activity in the auto and home insurance category will continue to accelerate, according to IEG.
Who Does What: Energy Drinks
According to IEG, sponsorship activity in the energy drink category is expected to maintain its forward momentum over the foreseeable future.
Pantone's Colorful Approach to Creative Partnerships
Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.
Pantone’s Colorful Approach to Creative Partnerships
Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.
KitchenAid: How a Brand Sponsorship Can Help Change a Community
Deb O’Connor, senior manager, brand experience, Whirlpool Corporation, shared how the KitchenAid brand's presenting sponsorship of the Senior PGA Championship not only created new customers and increased awareness for the KitchenAid brand, but is helping to transform a community in need.
KitchenAid: How a Brand Sponsorship Can Help Change a Community
Deb O’Connor, senior manager, brand experience, Whirlpool Corporation, shared how the KitchenAid brand's presenting sponsorship of the Senior PGA Championship not only created new customers and increased awareness for the KitchenAid brand, but is helping to transform a community in need.
PNC Banks on Sponsorship to Support Growth Ambitions
PNC Financial Services Group has acquired a number of new sponsorship ties ranging from pro sports teams to endurance sports and community events, according to IEG.
Airlines Maintain Course Amid Industry Consolidation
While consolidation has taken some brands off the table, the airline category’s remaining players remain active sponsors, according to IEG.
Keeping it Fresh: New Inventory Key to Budweiser/MLB Renewal
Budweiser and Major League Baseball (MLB) kept their long-term relationship exciting by adding two new elements to their sponsorship arrangement, according to this report from IEG.
Following the Money: Sponsorship’s Top Spenders of 2011
According to IEG, although the same companies comprised the top 10 sponsors in 2011 as in 2010, there was significant movement within those ranks, as number three Anheuser-Busch InBev closed in on The Coca-Cola Co. at number two, thanks to the brewer’s blockbuster NFL deal.
A Peak Under the Curtain: The Principal Financial Group and the Big Ten
IEG reports that The Principal Financial Group, Inc. is expanding its footprint in college sports with a new multiyear tie to the Big Ten Conference.
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.
