Posts tagged with ‘sports sponsorship’
Executive Q&A: How Long-time US Open Sponsor Grey Goose Has Evolved its Engagement Tactics
Like Mint Juleps and the Kentucky Derby, there’s only one drink tennis fans hanker for each year at the US Open: Grey Goose’s signature cocktail, the Honey Deuce. The beverage has become nearly as symbolic of the tennis tournament as the matches themselves, and this year marked the 15th anniversary of its debut. For Grey...
No Spectators: How Four Brands Altered Their Game Plans for the Tokyo Olympics
Brands seeking to activate at the Summer Olympic Games seemed to encounter more hurdles than a 100-meter race. First, organizers delayed the games by a year in deference to the COVID-19 pandemic (yet kept the name Tokyo 2020). Then they announced a ban on nearly all spectators. The result was a literal buzz kill. Longstanding...
How Seven Sponsors are Serving up Fan Experiences at the 2021 US Open
Fans and brands have made a triumphant return to the 2021 US Open Tennis Championships after spectators were banned from last year’s event due to COVID. This year’s competition, taking place Aug. 30-Sept. 12, is being held at 100 percent capacity for attendees that have shown proof of at least one dose of a COVID-19...
Five Ways the Sports Sponsorship Landscape Will Evolve for Brands—and Fans—This Year
Throughout all of the goals, touchdowns, runs and points scored, and all of the tackles, blocks, catches and assists made, one very important thing has been missing from professional sports for the better part of the last 16 months: fans. For sports sponsors, the shuttered stadiums and limited game-day opportunities triggered by the pandemic required...