Sponsorship & Event Marketing

Nielsen Sports Sponsorship Scorecard Service

This presentation reviews Nielsen's new sponsorship measurement service though a case study involving General Motors Racing.

Philanthropic Marketing: Dr. Pepper/Seven UP and the Muscular Dystrophy Association

In this presentation, the Dr Pepper/Seven Up Company shares a philanthropic marketing case study on a beverage campaign in partnership with Muscular Dystrophy Association (MDA).

Sponsorship Activation: Pace Prorodeo Series

An exploration of how Pace Salsa effectively leveraged its brand by combining entertainment, product information, and sampling into a highly successful mobile marketing event.

Strategic Partnerships

"Welcome to the Mall Mom," was presented through a strategic partnership with Nickelodeon's national "Club Noggin" program. This unique interactive marketing promotion was used to reach young children, and their parents, in a mall setting.

Branded Entertainment Models

Madison Road Entertainment CEO Jak Severson shares case histories and best practices on "embedding" brands inside television programs. The presentation also reviews the pros and cons of the various branded entertainment models in use.

When Sponsorship is Better than Advertising

This presentation shares the rationale behind Nextel's decision to sign a long-term, high-cost NASCAR sponsorship. Specifically, it outlines why this move has helped his brand generate strong and profitable returns not possible with advertising alone.

Ford: Linking the Hispanic Community, the Internet, and Sales

This case study explores how Ford partnered with AOL Latino to launch Mi Negocio, an online site for the Spanish-language business community.

USA Freedom Corps Encourages Volunteer Service

The author describes the many volunteer programs established under the USA Freedom Corps, created by President Bush to help Americans find ways to give back to their communities and to strengthen volunteer service.

Superbowl Gospel Celebration

This presenation details General Mills Recipes from the Soul (RFTS), which celebrates African-American culture and cooking.

Building Better Partnerships: Elements of Successful Corporate Cause Alliances

This presentation provides an overview of Corporate Cause Alliances, examples of causes and their sponsors, how to create a framework for partnership, and how to manage community and consumer expectations.

Events Agency Relationship Management

This presentation explores how to build long-term success with your events agency, including scope-of-work, continuous improvement programs, involving procurement, business rules for events, and elements of the agency fee.

Marketers should proceed with caution when trying to integrate sports and entertainment

Marketers must respect the relationship that exists, and work within the parameters of what is acceptable to the avid fan.

Mobile Event Marketing - An innovative Solution to Bring the Brand and the Event Directly to the Customer

The burst of the technology bubble, terrorism threats to homeland security, and shrinking travel and entertainment budgets-have required event marketing teams to become more creative than ever.

Continental's Partnership with Broadway

This case study explores how Continental Airlines reached its target audience through partnership opportunities with Broadway.

The Verizon Music Festival

This case study explores the strategy and success of the Verizon Music Festival.

New Trends in Sponsorship Marketing

This presentation provides the results of a SponsorClick survey on global sponsorship marketing.

Using Barter to Fund Sponsorship and Events

This presentation reviews Icon's Sponsorship Funding Program, through it clients have Icon pay for sponsorship commitments in return for a future commitment from the client to purchase a predetermined amount of goods and services from Icon. As a result, clients can enjoy the benefits of the sponsorship as if they had paid for the sponsorship themselves.