Sponsorships

Thanks to advanced data analysis and filtering software choosing which property to sponsor isn’t always as difficult as it used to be. After the property is identified the brand faces several challenging decisions including how long the sponsorship agreement should last. Before signing on the dotted line consider these three things.

If PUMAPalooza doesn’t sound like your dad’s golf tournament then the marketing message is spot-on. Puma the German tennis shoe and athletic apparel company is launching a series of proprietary golf scramble events to shake up the game’s staid persona and get the word out about its recent entree into the golf category.
 

Paint and coatings manufacturer Valspar is hoping to create some visibility for its new consumer paint brand as a sponsor of the United States Tennis Association’s 2007 US Open.
 

Brand marketers build brand awareness—and goodwill—by sponsoring the actual event volunteers

Sunoco is bringing together four of NASCAR’s top drivers—Dale Earnhardt Jr. Tony Stewart Kasey Kahne and Jimmie Johnson—with Orange County Choppers (of Discovery Channel’s “American Chopper” fame) to design a custom motorcycle for each driver. Sunoco is the fuel category sponsor of both NASCAR and OCC. The drivers put their own personal touches on the design and each will be immortalized with his bike on an autograph trading card called a “hero card ” complete with a photo of the driver and his bike on the front and vital stats on the back.