Sponsorships

Continental Tire is no stranger to non-endemic sports sponsorships—its partnership with Major League Soccer has been paying dividends since 2010. Now, thanks to a host of college basketball partnerships, the brand is extending its presence in the athletic space with a 360-degree campaign aimed at boosting brand visibility and collecting that ever-valuable fan data. In […]

Building emotional connections with event attendees has always been at the heart of experiential marketing, but until recently, finding a way to quantify those feelings has been a challenge. Now, as the fields of biometrics and wearable technology continue to advance, event marketers are equipped with the tools they need to gain insight on how […]

When the rainbow flag was raised in 2011 in celebration of the Marriage Equality Act, it marked a critical shift in the way Americans perceive the lesbian, gay, bisexual, transgender and questioning (LGBTQ) community. And brands didn’t waste any time incorporating the spirit of acceptance into their event marketing strategies. LGBTQ events today have become […]

They say the best things come in small packages and American Express proved as much with a gifting campaign that surprised and delighted thousands of basketball fans over the holiday season. Leveraging both its Shop Small platform, which promotes small businesses, and its sponsorship of six NBA teams, the brand brought the holiday spirit to […]

Every Olympics seems to have its fair share of controversy and this summer’s Games in Rio was no different. From the country’s political climate and its economic woes, to the pollution and the Zika virus, for some fans, athletes and sponsors, it was reason enough to stay home, pass on participating and scale back. Others, […]