Distinctive Sponsorship Deals – February 2012
Welcome to the February edition of “Distinctive Sponsorship Deals”, a monthly blog post to highlight some of the most unconventional and thought-provoking sponsorship deals we’ve seen from the previous month.
February was a month filled with eyebrow raising sponsorship agreements. Below are brief summaries of deals from the past month that we felt were worth sharing, as well as hyperlinks to more detailed articles if you would like to read further. Enjoy!
With Greek yogurt’s growth as a healthy food choice and the London 2012 Summer Olympics just months away, a natural new sponsorship category was created through this partnership.
The gourmet coffee chain, Starbucks, and the California ski resort, Squaw Valley, have partnered, with a “ski-thru” Starbucks location being the focal point of the deal’s activation. The Starbucks location is situated at 8,000 feet – on top of a resort mountain.
The annual rowing competition between Oxford and Cambridge Universities draws over 300,000 spectators and is rich in tradition and school spirit. The five-year sponsorship deal will see the race formally renamed “The BNY Mellon Boat Race.”
The deal includes free waxing services being offered to all attendees of the Kings’ games on February 28, March 28, and April 5.
At the Blackhawks game on April 1st and the Bulls game on April 2nd, CEG will promote the “Green” games on site. The energy company will also purchase a renewable energy certificate (REC) to match the electricity used on each game day at the United Center.
The Dodgers will be celebrating the 50th anniversary of the famous Dodger Stadium extensively during the upcoming season, and State Farm will be along for the ride. The Dodger Stadium 50th Anniversary presented by State Farm logo will appear as badges on the Dodger uniforms during the 2012 season.
The Boston Athletic Association and the Boston Beer Co. have announced a sponsorship deal between the brewer of Samuel Adams and the world-famous marathon. The multi-year agreement includes a financial investment as well as in-kind product contributions. The brewer will also be launching a “Samuel Adams Boston 26.2” beer specifically for the race and its sponsorship activation efforts.
By announcing the most valuable shoe deal since Michael Jordan’s famous Nike arrangement – adidas is sending a clear message that they believe the 23 year-old can be the focal point of their basketball marketing efforts for years to come. The deal is for 13 years.
Please feel free to pass any deals that you find to be outside the norm along to firstname.lastname@example.org so they can be posted on our upcoming “Distinctive Sponsorship Deals” blog.