Sponsorships
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B-to-C EventsOlympics Q&A: Michelob Ultra, USA Hockey and Home-Turf Events Worthy of Gold
How the Team USA sponsor harnessed hockey fever across watch parties, exhibitions and a ‘Run Back the Miracle’ showcase For passionate sports fans, the past is as important as the present. That storytelling opportunity inspired an Olympic Winter Games experiential campaign here on home turf for sponsor Michelob Ultra that featured custom content, nostalgic venues […]
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B-to-C EventsHertz Unleashes a Pack of Dogs and a Pop-Up Café at the World’s Largest Gathering of Golden Retrievers
The concept of “stress-free travel” may sound like a distant fantasy, but Hertz is on a mission to alleviate travel anxieties through its Gold Plus Rewards loyalty program—and a pack of friendly golden retrievers known as the Gold Squad.
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B-to-C EventsUSAA’s Sponsorships Director Talks NFL Talent Partnerships and Optimizing a Lounge
What started as a place for NFL talent to have conversations with USAA guests 15 years ago has evolved into a dynamic experience that continues to connect the military community at Super Bowl Experience (SBX) year after year. USAA’s annual Salute to Service Lounge at the NFL fan festival offers an exclusive space for military […]
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B-to-C EventsThe Brief: Clean Machines and Gummy Bars
This week’s hot takes on hot topics in experiential marketing cover Clean Machines, glam trucks and the Gimme Gummy Bar.
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B-to-C EventsNBA All-Star 2026: Vaults, Giant To-Go Bags, an ‘AI Mode’ Gallery and a Rolling Logo
NBA All-Star 2026 had a milestone weekend, not only for its 75th anniversary, but also for breaking viewership records. The midseason showcase drew more than 46 million viewers in the U.S. across NBC and ESPN platforms, marking the most viewers in 24 years and more than triple last season. On the ground, basketball fans turned […]