Distinctive Sponsorship Deals – December 2011
Welcome to this month’s edition of “Distinctive Sponsorship Deals”, a monthly blog post to highlight and summarize some of the most unconventional and thought-provoking sponsorship deals we’ve seen from the previous month.
December provided a few noteworthy sponsorship scenarios after November proved to be rather uneventful. Enjoy!
Discover Sponsors Holiday-Themed Social Game by Zynga
The latest game from Zynga was a holiday version of their famous “Farmville”. This latest creation was a collaborative effort between the company and its title sponsor, Discover. In true partnership fashion, the credit card company was involved in the game’s development as it wanted the gameplay and content to specifically benefit its card members.
Qualcomm Stadium Changes Name for Three-Game Period
While it wasn’t a new sponsorship deal per se, the decision by Qualcomm to change the name of the San Diego Chargers’ home stadium for just two weeks has created plenty of buzz in the sponsorship community. Snapdragon, a new Qualcomm product line, was the new and temporary title sponsor of the venue. The move was aimed to generate earned media value for the company’s new brand while the stadium hosted one NFL game and two college football bowl games.
Orange Bowl Agrees to Sponsorship Deal with Cigar Brand, Nixes Deal After Scrutiny
On December 12, a sponsorship deal, focusing mainly on onsite fan activations and luxury hospitality assets, was signed between Miami-based Camacho Cigars and the prestigious Orange Bowl. After significant public scrutiny (due to cigars’ negative health effects) the deal was cancelled by the sports property just 11 days later.
NRG’s Sponsorship of MetLife Stadium to Showcase Solar Technology
NRG’s sponsorship of the major football and concert venue includes the right to build a “Solar Ring” atop the stadium, serving to generate solar power for the stadium and specifically for LED light effects along the ring itself.
Miami Heat Welcomes Tsingtao as Beer Sponsor
A rare North American sponsorship deal involving a Chinese beer brand, this partnership aims to capitalize on China’s ever-growing passion for the sport of basketball and its increased TV presence in China. . There is also a possibility that the deal will see the Miami Heat dancers integrated into Tsingtao’s popular Chinese dance competition TV show.
Please feel free to pass any deals that you find to be outside the norm along to mitch@desperadomarketing.com so they can be posted in our upcoming “Distinctive Sponsorship Deals” blog.
