Sponsorships

To really make the most of your sponsorship dollars it’s important to find ways to better connect with loyal music fans and that means a one-size-fits-all strategy just won’t cut it. Here’s a look at how some marketers have created multiplatform campaigns that sell their product while making a genuine connection between brand and artist.

Early Times leveraged its sponsorship of the Kentucky Derby this year by creating what the company claims is the World’s Largest Mint Julep a six-foot tall glass filled with the traditional drink of the Derby ornamented with a sprig of mint and an Early Times branded stirring stick.

The brand commissioned Indiana-based Weber Group to create the giant glass which took about four weeks to manufacture. It was not only attention grabbing but functional too serving as a pouring station. From its base attendees could fill glasses with the tasty mix.

MANY BRANDS rely on their biggest sponsorship properties as once-a-year platforms for launching new products making big announcements and getting face time with customers. But few take full advantage of all the ways a title sponsorship can carry their brand’s momentum throughout the rest of the year.

It’s all fun and games until somebody loses the series—or fails a drug test or wrecks that shiny new race car or gets arrested or burns a house down or well you catch our drift.
Can your sports sponsorship stand on its own if your team (or its marquee athlete) doesn’t perform? As any experienced sponsorship exec can tell you it pays to strategize for the best while planning for the worst. Six tips for moving ahead when the team’s main attraction runs into trouble.

American Express a sponsor of the Tribeca Film Festival since the
event's inception in 2002 has added a few new wrinkles to its
sponsorship: a new online film competition for budding filmmakers and
new activities at the festival's family-themed street fair.

 

The 15 Second Clips Competition invited participants to submit video
shorts at Amex's mylifemycard.com site; the competition challenges
entrants to answer the questions featured in the "My Life. My Card." TV