Sponsorships
How Goodyear Boosted Employee Engagement
For Goodyear, the sponsorship of the new Akron Marathon Rubber City Race Series Half Marathon & 10K wasn’t just an opportunity to engage and support the community in which its global headquarters is located. The sponsorship also offered an opportunity to boost engagement within—starting with the brand’s employees in the lead up to race day...
Air France Brings French Culture to New York
France is having a Big Apple moment. First, there was the France Run and festival that on Aug. 29 brought more than 5,000 runners to New York City’s Central Park for an 8K race. Then there was the Best of France Experience, held Sept. 26-27, which showcased French wine and food, fashion, beauty, arts and...
How Amex is Scoring with a NFL Partnership
The American Express partnership with the Seattle Seahawks, which launched in late September with the team’s first home game against the Chicago Bears, is a case study in how to score with retailers, sports fans and consumers. With partnerships in place with pro basketball and hockey teams, as well as its tennis and golf sponsorships,...
Inside Essence Festival: Big Brands, Big Experiences
What started 20 years ago as an anniversary event for Essence magazine has grown to attract a half a million annual attendees Essence Festival has been called many things—the Super Bowl for African-American Women, a mecca of African-American culture, a party with a purpose. After spending two days in New Orleans at this celebration of...