B-to-C Events
UPS Sponsors Driver David Ragan
UPS has signed a multiyear deal to sponsor NASCAR driver David Ragan. Ragan will race the No. 6 UPS Ford Fusion next year in the Sprint Cup Series. Both Ragan and Roush Fenway Racing (the team Ragan drives for) will be supported by UPS with a variety of new marketing advertising and hospitality programs.
Bumbershoot: An Underground Fave Spawns Innovation
The independent spirit spawned nearly 20 years ago by Seattle’s grunge movement still lives on at Bumbershoot—one of the nation’s largest arts and music festivals. In the shadow of the Space Needle sponsoring brands set up camp in an effort to grab a few minutes with finicky music lovers between performances by emerging artists and...
Summer X Games Goes Family-Friendly
Now in its 14th year the once scrappy and alternative sporting event driven solely by youth and counter culture is being populated by 30-somethings who have homes jobs and kids of their own. Yet despite how much the first-generation fan base has changed its attitude remains the same—rebellious. (How else to explain all the pierced...
Uniqlo Launches Underwear Using Human Vending Machines
Japanese clothier Uniqlo set up shop in the heart of Times Square on Nov. 18 to introduce its Heat Tech thermal underwear line to the U.S. From 10 a.m. to 1 p.m. New York’s huddled masses were invited to jump into a queue for a chance to receive a free pair of the brand’s signature...