Sponsorships

Now in its fifth year, the Formula 1 Miami Grand Prix continues to draw race fans from around the world, with attendance figures estimated at 275,000, and it’s a major activation moment for brands, as the first U.S. race of the season. Every year, we’ve seen more and more brands take advantage of the exploding […]

In the 20 years since “The Devil Wears Prada” premiered, the love for its characters, sardonic one-liners and cerulean fashion statements has only grown. So for the release of its highly anticipated sequel, “The Devil Wears Prada 2,” how could the marketing team approach, and build on, such a treasured cultural phenomenon? For starters, they […]

“It wasn’t our first rodeo, but it was our first Stagecoach.” That’s how American Eagle cmo Craig Brommers describes the retailer’s grand debut as the country music festival’s exclusive apparel and denim sponsor. To bring the sponsorship to life, the brand activated a “Jeans Country” denim desert-themed experience on the festival grounds in Indio, CA, […]

This year’s edition of the Stagecoach Music Festival brought the biggest names in country music to Indio, CA, including headliners Cody Johnson, Lainey Wilson and Post Malone, with a few surprises (hello, Pitbull!) over the April 24-26 weekend. And while temperatures weren’t scorching as in years past, high winds came out in full force, causing […]

Behind the scenes, IBM helps power some of the world’s biggest sports properties, and that means fans often interact with its tech, but not the brand itself. So during this year’s Masters Tournament, of which IBM is a 30-year partner, the b-to-b company teed up a strategy designed to expand its audience beyond customers and […]