Sandra O’Loughlin

Event sponsorship can be a large opportunity for brands to connect with attendees via contests, prize wheels and photo ops. But every so often, sponsors take a more behind-the-scenes approach that entails primarily financial support rather than glitzy activations. Take Baltimore’s recent Star-Spangled Sailabration, which took place earlier this summer and commemorated the bicentennial of that city’s role in the War of 1812 as the birthplace of the Star-Spangled Banner and our national anthem.

As if the world-class tennis weren’t enough, American Express took it up a notch at this year’s US Open with a 20,000-square-foot interactive Fan Experience designed to showcase its services and enhance the action on and off the courts. This marks the credit card company’s 19th year as a U.S. Open sponsor. The two-week tennis event took place Aug. 27 to Sept. 11 at Flushing Meadows in Queens, New York.

Hush Puppies in August kicked off a six-week Off the Leash mobile tour that is taking its fall 2012 footwear collection—and its iconic basset hound mascot—to retailers, universities and music festivals throughout the Southeast. The effort marks the first mobile tour for the 54-year-old footwear brand, which is sold in more than 160 countries, as it seeks to update its brand awareness among a younger, hipper consumer base.

The NFL last week got New York City retailers and fans to show their team spirit with a Back to Football shopping event held along 34th Street’s retail row. Storefronts showcased NFL apparel and other products and consumers, who were encouraged to wear NFL-licensed gear, participated in activities including the New Era Scavenger Hunt, player meet and greets and more. The fan events took place on Tuesday, Sept. 4. The shop window displays continued through the weekend.

To promote “Daniel Tiger’s Neighborhood,” a new PBS series aimed at preschoolers, the network is bringing a 40-foot historic trolley to kid-friendly events and locations such as museums and zoos. The trolley is a throwback to “Mr. Rogers Neighborhood,” the iconic series that ran on the network for more than 40 years and is the inspiration for the new program.