House Of Style: New Joint Effort To Link Sports, High-End Brands

By Jon Show, Staff Writer, SportsBusiness Journal

Peter Jacobsen Sports (PJS) and Miami Marketing Group (MMG) are partnering on a sports version of MMG's popular hospitality venue called The Style Villa, created in ’04 at the MTV Video Music Awards as a way to create exposure for high-end lifestyle brands by linking them with celebrities and corporate executives. “It’s going to be more of a red carpet premiere function around sporting events,” said PJS CMO Ed Kiernan. Style Villa Sports will debut at the ’08 U.S. Open at Torrey Pines, featuring a similar mix of product sampling and VIP mingling. Tickets and 12-15 branding opportunities will be offered on a private basis to high-end corporations in categories like auto, spirits and fashion. There will also be two music concerts at upscale hotels in San Diego’s Gaslamp Quarter on Thursday and Friday. Style Villa Sports plans to visit 5-6 top events annually like the Kentucky Derby, The Masters and the Daytona 500. The Style Villa, which set up on South Beach during Super Bowl XLI at Dolphin Stadium, will travel to Arizona this February for Super Bowl XLII.

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