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October 30, 2019

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...

May 27, 2019

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...

May 1, 2019

Michael Lynch and Evan Greene Announce the Launch of 3 Emerald Marketing

Marketing executives Michael Lynchand Evan Greene have teamed up to launch 3 Emerald Marketing, a strategic consultancy that serves music, sports and entertainment...

June 17, 2019

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...

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