What postponing the 2020 Olympics means to brands—and athletes
With most of the “creative”—i.e., television commercials, retail promotions and social media campaigns—set to roll out 100 days before the start of the Summer Olympics, much of that money had already been spent. Now those marketing campaigns, or at least some of them, might need to be completely rethought. After all, they were developed pre-pandemic, in a different global environment.
In coronavirus-hit world, sponsors to stand by delayed Olympics
Major corporate sponsors of the Tokyo 2020 Olympics are standing by the International Olympic Committee after the Games were postponed and experts familiar with the deals said the companies would not likely seek the return of billions of dollars committed to the agreements.
Sponsorship Strategy and Brand Fit: A means to achieving the brand’s long-term ambition
Turning to entertainment sponsorship, Mastercard’s decades-long alignment with The Recording Academy as one of the GRAMMY Awards’ marquis partners is a noteworthy and sustained example of a brand leveraging one of the world’s biggest pop-culture events...
Team USA sponsor deals just for Tokyo off the table
U.S. Olympic and Paralympic Properties is not pursuing short-term deals through next summer’s Tokyo Games. Next summer, more than 600 American athletes will head to the Tokyo Summer Olympics, the biggest show in global sports. The U.S. contingent is again the heavy favor...
Marijuana companies fill the ultimate nontraditional category
The USL Las Vegas Lights were the first pro sports team in America with a cannabis sponsorship, signing a three-year pact last year with a cannabis dispensary that’s four blocks from the team’s downtown Vegas stadium...