Sponsorships
College Football: Inside McDonald’s Touchpoint-rich Magic City Classic Sponsorship
Authentic sponsorship programs demonstrate a certain level of commitment. And for McDonald’s, the decade-long title sponsor of the 78-year-old Magic City Classic college football matchup in Birmingham, AL, that commitment extends beyond free food and into students’ lives as well as the local community. The McDonald’s Magic City Classic presented by Coca-Cola, which features a...
Wendy’s Floats a Sampling Barge for Huskies ‘Sailgaters’ in Seattle
To enhance the “sailgating” activities that take place on the water in Union Bay outside the University of Washington’s Husky Stadium in Seattle, Wendy’s in September built a restaurant on a barge that served up hot menu items to football fans on their boats. The event took place during the USC matchup, and was part...
CBS and IZOD Go Live with a Primetime Matchup Event for College Football Fans
Sports fans are hungry for experiences beyond linear TV, and so are advertisers. To engage viewers and give IZOD a boost beyond the traditional media program for football, CBS Experiences created a live fan experience surrounding CBS Sports HQ, the network’s digital sports platform on CBS Interactive. The day-long event, dubbed the CBS Sports HQ...
How Hershey’s Navigated its First Year in Esports Events
Hershey’s, one of the world’s most well-known brands and non-endemic players in esports, broke down its first year of marketing in the space at the Esports Business Summit in September. From developing a knowledge-base of the space to forming relationships with talent, Charlie Chappell, head of integrated marketing for Hershey’s, offered insights on how newbie...