Sponsorships
From Eco-Conscious to Family-Friendly: Six Trends from the Vans US Open of Surfing
Approximately half a million consumers descended upon Huntington Beach, CA, for the Vans US Open of Surfing, July 28 through August 5. The free, nine-day extreme sports festival featuring some of the best surfers, skateboarders and BMX bikers in the world attracted more than 20 brands seeking to engage a group of consumers defined by...
Budweiser Courts Soccer Fans with a Culture-Forward World Cup Final Viewing Event
As the global beer sponsor of the FIFA World Cup, Budweiser wanted to celebrate with soccer fans—some of the most passionate in the globe—in its own backyard. The result was a 750-person Budweiser LIVE World Cup final viewing event in Manhattan’s Chelsea neighborhood on July 15 that featured soccer influencers and athletes, New York City...
Sports Sponsorship Q&A: How American Express Keeps it Fresh at the US Open
American Express has been partnering with the USTA-owned US Open tennis tournament for a quarter of a century. And yet somehow, year after year, the brand continues to produce activations that delight—and comfortably cool off—consumers throughout the event’s two-week run. Its secret? Creating a program with a sound, strategic foundation informed by the latest trends...
American Express Aces the 2018 US Open with AR, Lounges and a Wearable
Amid the throngs of tennis fanatics, scorching temperatures and epic lines at the 2018 US Open, Aug. 27 to Sept. 9 in Queens, NY, a refuge awaited fans and cardmembers alike at the American Express Fan Experience. For 25 years, the financial services giant has partnered with the USTA to deliver exclusive cardmember benefits and...