Event Marketer

After more than a year of legal wrangling MasterCard announced on June 21 that it will take a $90 million payout and walk away from its fight to win sponsorship rights for the 2010 and 2014 World Cup tournaments.
 

Telecommunications equipment manufacturer Tellabs entertained and engaged when it brought together some of the newest interactive technologies with the popular Nintendo Wii to draw attendees to its booth at this year’s NXTcomm in Chicago. NXTcomm which took place June 18-21 joins information and communications technology suppliers with communication and entertainment companies.
 

If it were an MTV reality show it could be called “Pimp My Dog’s Ride.” Del Monte’s Pup-Peroni dog snacks brand is partnering with Jeep and real “Pimp My Ride” auto customizers Galpin Auto Sports to give away a tricked-out one-of-a-kind 2008 Jeep Liberty. (Dog-friendly amenities include washable seats built-in water and kibble bowls a shower nozzle for paw washing and a Pup-Peroni dispenser.)
 

Sunoco is bringing together four of NASCAR’s top drivers—Dale Earnhardt Jr. Tony Stewart Kasey Kahne and Jimmie Johnson—with Orange County Choppers (of Discovery Channel’s “American Chopper” fame) to design a custom motorcycle for each driver. Sunoco is the fuel category sponsor of both NASCAR and OCC. The drivers put their own personal touches on the design and each will be immortalized with his bike on an autograph trading card called a “hero card ” complete with a photo of the driver and his bike on the front and vital stats on the back.
 

Visa is taking a cinematic approach to its newest sponsorship. The company has partnered with the 48 Hour Film Project (48HFP) the oldest and largest international timed filmmaking competition as sponsor of the 48HFP 2007 Tour and title sponsor of the “Life Takes” Invitational which will provide one amateur filmmaker with the opportunity to showcase his or her work in front of entertainment and advertising executives. The grand prize winner also will receive a Visa prepaid card worth $10 000 to help fund future projects.