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BMW takes VIP cue, not color, from Masters

Published in SportsBusiness Journal on 06 / 29 / 15

With a nod to Augusta National’s ultra-posh Berckmans Place, organizers of this year’s PGA Tour BMW Championship are adding their own version of high-end hospitality called the Green Coat Club. No, the new club is not named after the Masters’ famed green jackets, but instead aft...

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04/20/15
Ticketing tools pay off for NBA teams

In the constant pursuit of younger ticket buyers, the Phoenix Suns began marketing more directly to college students this past season. The NBA team rolled out a new product called “College Pass” with the help of Atlanta tech firm Experience, generating 8,500 unique accounts in its dat ...

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04/20/15
The Lefton Report: Women’s cocktail hour

I t started four years ago at an IMG World Congress of Sports, when five female sports marketers in a Miami hotel lobby were looking for a watering hole nearby. Crossing a downtown street, they were joined by three more women. By the time they loc ...

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04/20/15
Churchill pops cork on winner’s circle

The champagne brand G.H. Mumm will have its name on the track’s new winner’s circle. Rendering: POPULOUS Churchill Downs will open its new G.H. Mumm Winner’s Circle on Saturday, a ...

Tags: Marketing and Sponsorship, Facilities

04/20/15
Covergirl activating for NFL draft

Seven months ago, Covergirl was under attack for associating with the NFL in the wake of the Ray Rice scandal. Its ad urging female fans to “Get your game face on!” — meaning, wear makeup in team colors — was mocked up by activists to show a battered woman. The image went vir ...

Tags: Events and Attractions, Marketing and Sponsorship

04/20/15
Subway serves up soccer strategy

Subway Restaurants has its two largest restaurant bases, the United States and Canada, well covered in sports sponsorships, supporting a stable of teams, colleges, events and athletes. Subway also ranked ninth last year among companies for ad spending during U.S. network and cable sports programming ...

Tags: Marketing and Sponsorship

04/20/15
China-based Hisense finds home in NASCAR

Hisense is truly a NASCAR anomaly: a company that was attracted to the sport by its relatively clutter-free environment. Wait, what? NASCAR and clutter free typically don’t go together, at least in most people’s perspective. But for the China-based company, NASCAR was the perfect f ...

Tags: Marketing and Sponsorship

04/13/15
Pepsi takes over as NBA sponsor

Editor’s note: This story is revised from the print edition. PepsiCo has signed a five-year NBA deal, making it one of the league’s largest sponsors and ending a 29-year relationship between Coke and the NBA. The deal includes Pepsi’s extensive portfolio of salty snacks, ...

Tags: Marketing and Sponsorship

04/13/15
The Lefton Report: NFL and daily fantasy

I n 25 years chronicling marketing and sports marketing, we’ve never seen any organization leverage its size and strength as well as the NFL. Surely, most of that potency stems from standing atop a tower of strength for so long. So we&rsq ...

Tags: Marketing and Sponsorship

04/13/15
Bright House joins Orlando City roster

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Tags: Marketing and Sponsorship, Franchises

04/13/15
Fermata signs Churchill Downs, Derby

Churchill Downs Inc. has signed a multiyear deal making Fermata Partners the new licensing agency of record for the company’s iconic racetrack in Louisville, Ky., and the Kentucky Derby. The deal goes into effect June 30. Fermata Partners replaces IMG, which had been the licensing agency fo ...

Tags: Marketing and Sponsorship

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