April 16 - 22, 2012 Vol. 15 — No. 1

Top Stories

  • Fenway at 100

    Baseball’s distinguishing element is its deep, continuous connection to history. So the 100th anniversary of Fenway Park in Boston is perhaps the ultimate celebration of what makes the sport what it is.

  • Qatar builds brand on a wealth of sports

    In an astoundingly short time, Qatar has gained the attention of the sports industry, and fans, worldwide. From its jersey sponsorship with FC Barcelona to a host of international sporting events, to be capped with the 2022 FIFA World Cup, the wealthy Gulf nation is building its brand through sports.

  • New deal gives Dew a say in running of tour

    Mountain Dew has negotiated a new title sponsorship deal that will result in a wholesale reinvention of the Dew Tour, going from seven stops in the series to three, and give the sponsor a management voice in its operation.

  • Broncos go easy on marketing Manning

    The Denver Broncos plan to deploy a conservative marketing approach with perhaps the most high-profile free agent acquisition in NFL history. The Broncos are not going to use quarterback Peyton Manning as the centerpiece of their scheduled branding campaign for 2012.

  • Value, inspiration drive Paralympian appeal

    More than a dozen Paralympians will be showcased this summer in Olympic marketing campaigns by sponsors ranging from BP to Visa and Coca-Cola to 24 Hour Fitness, a breakthrough that Olympic marketers say closes the gap in awareness between the Paralympics and the Olympics.

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