MARKETING: SPORTS
by Barry Janoff on Oct 26, 8:28 AM
For title sponsor ING; principal sponsors including Asics, Continental Airlines, Foot Locker, The New York Times and Timex; and such signature and supporting sponsors as Coors Light, Dunkin' Donuts, Emerald Nuts, Gatorade, Nissan, Poland Spring, PowerBar, Subway, Tiffany and UPS, it is not just launching a marathon marketing campaign, but actually being part of the marathon nation.
MARKETING: SPORTS
by Brian Grey on Oct 19, 8:37 AM
Ultimately, the success of the collaboration between a brand and publisher -- and the effectiveness of any sponsorship -- is measured on multiple levels, but none more important than whether brand equity increases in the minds of a publisher's audience.
MARKETING: SPORTS
by Bill Nielsen on Oct 12, 11:11 AM
While no doubt there is and will remain a certain market of women who will still respond to that strategy, the amount of money marketers are spending on sponsorships and activation warrants a more sophisticated approach.
MARKETING: SPORTS
by Jon Last on Oct 5, 7:03 AM
Our research suggests that with the proliferation of new gadgets and constant upgrades, of instant this and bigger that, the consumer has begun to say "enough," and with that comes a desire for the meaningful versus the superficial; for a sense of belonging to a close knit community of like minded people. For many, sports can fill that space ... as long as we continue to make it accessible and inviting. It's really that simple.
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