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The Postal Service and Spiderman: An Integrated Partnership

USPS and Sony partnered on an integrated campaign leading up to the release of The Amazing Spider-man 2.

Leveraging Marketing Partnerships

Chiquita increased its volume growth in a commoditized category through a co-branded partnership with Universal’s Despicable Me 2.

Outback Steakhouse: Connecting Through Energized Sponsorships

Outback Steakhouse recently rebooted its title college football bowl sponsorship to include more fan engagement and an appetizer giveaway.

Toyota and B.A.S.S.: Reeling in a Great Sponsorship

Jim Baudino, engagement marketing manager at Toyota Motor Sales, shared four keys to maintaining a successful and authentic sponsorship.

City of Hope: Cause Marketing 101

Mary Sadeghy, senior director of marketing and business development at City of Hope, shared best practices, success stories, and the fundamentals that organizations should explore in cause marketing.

NFL Marketing Partnerships

Peter O’Reilly, vice president, fan strategy and marketing at the National Football League, shared insights on how the NFL integrated leading brands into their marketing and events, driving unique fan engagement among key demographics for their partners and themselves.

An Inside Look at SAP’s Partnership Strategy

Chris Burton, group vice president, global sponsorships at SAP, discussed how SAP is using sponsorship of properties such as the NBA to promote products including cloud storage, mobile solutions, and real-time analytics to a new audience by enhancing the fan experience.

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.

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.

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.

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.

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.

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.

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.

Aon’s Opportunity with Manchester United

Patrick Pierce, director of sponsorships, Aon plc, discussed the company’s global partnership with Manchester United.

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.

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.

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