Competitive Edge
Category: Lesson 8.1 – Sponsorship

Walmart Uses Football for New Marketing Push With Drones

Arkansas and Missouri have a common border, which the University of Arkansas notes has a history of “disputed demarcations.” These historical disputes turned modern-day competition eventually spurred a college football game known as the Battle Line Rivalry between the University of Arkansas and the University of Missouri. Click here to read

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Goodbye, Staples Center. Hello, Crypto.com Arena

Staples Center is getting a new name for Christmas: Crypto.com Arena. The downtown Los Angeles venue — home of the Lakers, Clippers, Kings and Sparks — will wear the new name for 20 years under a deal between the Singapore cryptocurrency exchange and AEG, the owner and operator of the

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Golden State Warriors renew ‘US$20m a year’ Rakuten patch deal

The renewal of the NBA franchise’s deal with Rakuten, which first starred in 2017, will see the company continue as the Warriors’ official e-commerce partner, video-on-demand partner, and affiliate marketing partner. The original deal was reported to be worth US$20 million a year, one of the biggest patch deals in the NBA.

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Fashion show: NBA site teases each game’s unis

As part of the league’s 75th-anniversary celebration, the NBA has unveiled a season-long calendar, showing a detailed uniform schedule for all 30 teams on its Locker Vision website. Click here to read the story at espn.com. Discussion Questions: What is promotion? How might celebrating the league’s 75th anniversary be considered

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Beijing Olympics Sponsors Face a $110 Billion Dilemma

For the global consumer giants that sponsor the Olympics, the Beijing Winter Games will be a high-wire act of marketing. The events are a showcase in one of the most important markets for the Games’ biggest sponsors, including Intel Corp., Procter & Gamble Co., Coca-Cola Co. and Toyota Motor Corp.

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