Distinctive Sponsorship Deals – January 2012
Welcome to 2012’s first 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.
Below are brief summaries of deals from January that we felt were worth sharing, as well as hyperlinks to more detailed articles if you would like to read more about a topic. Enjoy!
Kia Canada announces official vehicle sponsorship of the 2012 Fulda Challenge
The Fulda Challenge is an annual arctic extreme adventure where competitors from all over the world come together to test their strength, determination and endurance against the harsh arctic landscape. This sponsorship came a mere week before Kia announced a partnership with the NBA’s Golden State Warriors and the renewal of deals with 10 other NBA teams. Clearly a different play than their NBA deals (which include 13 teams and the league itself), the Fulda Challenge sponsorship aims to showcase the abilities of Kia’s Compact Utility Vehicles.
MSG and Duracell Powermat announce new Arena-Integrated Marketing Partnership
A new category in the world of sponsorship, “Official Wireless Charging Partner”, will allow for Duracell Powermat wireless charging systems throughout Madison Square Garden for Knicks and Rangers fans, as well as concert-goers to utilize. It is another step towards MSG achieving their goal of mobile and digital fan experience integration.
Publix Georgia Marathon announces sponsorship deal with Atlanta Hawks
A rare case of a sports property sponsoring another sports property. On-site promotions at Hawks games in January informed attendees of a unique discount for potential registrants of the Publix Georgia Marathon. Registrants received discounts of $9, $3, and $27 on January 17th, 19th, and 22nd respectively based on the Hawks’ margin of victory from the previous night’s game.
Dial for Men becomes presenting sponsor of 2012 Spartan Race Series
Intense outdoor obstacle races are growing in popularity, and this sponsorship deal only reinforces the legitimacy of such properties as the Spartan Race Series and the Tough Mudder Series. The fact that major international brands such as Dial and Dos Equis (Tough Mudder) desire to affiliate their brands with these sports properties is certainly noteworthy.
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 on our upcoming “Distinctive Sponsorship Deals” blog.
