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!


Chobani Greek Yogurt becomes Official Packaged Yogurt Provider of the US Olympic Committee

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.


Starbucks Partners With Squaw Valley For World’s First Ski-Thru Starbucks

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.


180-Year-Old Boat Race and BNY Mellon Announce Title Sponsorship

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.”


A New Category is Created by Sacramento Kings’ Deal with European Wax Center

The deal includes free waxing services being offered to all attendees of the Kings’ games on February 28, March 28, and April 5.


Constellation Energy Group Signs One-Game Deals with Blackhawks, Bulls

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.


State Farm is Announced as Presenting Sponsor of Los Angeles Dodgers’ 50 Anniversary Season

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.


Sam Adams becomes first official beer sponsor of Boston Marathon

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.


Adidas signs $250 Million Endorsement Deal with Chicago Bulls’ Derrick Rose

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 mitch@desperadomarketing.com so they can be posted on our upcoming “Distinctive Sponsorship Deals” blog.


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