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A touch of 007 at the races: Breeders’ Cup signs luxury automaker Aston Martin as sponsor

Published in SportsBusiness Journal on 10 / 17 / 16

The Breeders’ Cup has signed a multiyear agreement with British automaker Aston Martin, making it the official sports car of its annual world championships. Historically, “We don’t advertise, consistent with the nature of the luxury brand,” said Matt Clarke, Aston Martin g...

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Sponsorship briefs

Race uses diamond promo Husar's House of Fine Diamonds sponsored a promotion with the CART Champ Car Milwaukee Mile Centennial 250 in which one racing fan will win a $14,000 diamond. Husar's was to hand out cubic zirconium rings to the first 10,000 fans attending Pole Night last Frid ...

Tags: Marketing and Sponsorship, Motorsports

Eagles sign Miller Lite

The Philadelphia Eagles signed Miller Lite as a founding sponsor of the club's new stadium, bringing the total number of such deals to 11, the number the team had publicly said it would try to reach. Founding partners of the new Lincoln Financial Field pay between $1 million and $1.5 milli ...

Tags: Football, Marketing and Sponsorship, MillerCoors, NFL, Philadelphia Eagles

Eyes will be on IOC court case

A s if the past five years have not provided ample scandalous Olympic plotlines, more revelations of imprudence are certain when the government's revived case against Salt Lake City campaigners goes to trial Oct. 28. At stake is whether questionable judgment was criminal activity. ...

Tags: IOC, Marketing and Sponsorship, Olympics

Artisan links up with NHRA

A rtisan Home Entertainment has made a high-six-figure commitment to be the primary sponsor of Worsham Racing's new NHRA Powerade Series Funny Car entry, driven by legend Arnie Karp, who is returning to drag racing after several years. It's Artisan's first racing sponsorship, and it ...

Tags: AVP, Baseball, ESPN, Fox, Marketing and Sponsorship, Motorsports, Nautica, NHRA, San Francisco Giants

CSS Stellar pushes IRL driver

T he Andretti Green Racing team has veteran drivers with established names, although none as well-known as Michael Andretti. Also on the team is Dan Wheldon, a 24-year-old Indy Racing League rookie driver. Andretti Green Racing expects Wheldon to take over for Andretti, who decided t ...

Tags: ESPN, IndyCar, Marketing and Sponsorship, Motorsports

A-B, Toyota sign on with Padres

The San Diego Padres have signed two more "founding partners" for Petco Field, which will open next season. Anheuser-Busch and Toyota have signed five-year and three-year deals respectively, each with a two-year option held by the partner. The Padres would not comment on the sponsorship fees ...

Tags: Baseball, Cox Communications, Marketing and Sponsorship, San Diego Padres

Miller criticized for new ad

W hen Miller Genuine Draft was launched in 1986, it set Budweiser back on its heels, with advertising that combined great, sexy social connections (the "as real as it gets" and "tap into the cold" campaigns) and scathing product quality ads showing a brown bottle (widely understood to b ...

Tags: Marketing and Sponsorship, MillerCoors

World TeamTennis inks ADT

ADT Security Services Inc. has signed to be the presenting sponsor of World TeamTennis. Kloss WTT commissioner and CEO Ilana Kloss said the sponsorship agreement, expected to be announced this week, is a two-year deal that runs throug ...

Tags: Marketing and Sponsorship

Rangers find sponsor in child care

The Texas Rangers have proved there's always another new sponsor category, landing a three-year deal with The Children's Courtyard, a 32-location child-care service based in Arlington. The team first approached The Children's Courtyard to inquire about child care for Rangers employees' kid ...

Tags: Baseball, Marketing and Sponsorship, Texas Rangers

Cingular Wireless pitches its tent

C ingular Wireless is getting more active in grassroots sports marketing and will combine it with another of its marketing pushes, promotion within motion pictures. The Cingular Pit Stop is a "mobile, interactive tent" that will be set up at 11 NASCAR Winston Cup races this summer ...

Tags: Colleges, Kmart, Marketing and Sponsorship, Motorsports, NASCAR, NCAA, Target

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