Competitive Edge
Category: Lesson 8.1 – Sponsorship

Indy 500 drivers find crypto craze fuels needed sponsorship

Should he win one of auto racing’s crown jewel races, Conor Daly would gladly take the seven-figure payout awarded to the Indianapolis 500 champion and deposit traditional American cash straight in his bank.  Click here to read the story at apnews.com. Discussion Questions: What is sponsorship? What is a sponsorship

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Brands Harness Kentucky Derby Horse Power

The Kentucky Derby is the most prized jewel in horse racing’s Triple Crown. Apart from the thoroughbreds and jockeys, brands are the other stars attempting to capture the eyes of the well-heeled, floppy hatted, julep-soaked masses descending on Churchill Downs in Louisville this weekend. Click here to read the story at adweek.com.

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NBA and Google gamify playoffs with virtual app experience

The NBA and Google Pixel on April 18 announced a virtual space in the NBA App with activities tied to real playoff games, according to details emailed to Marketing Dive. Click here to read the story at marketingdive.com. Discussion Questions: What is fan engagement? What is gamification? Why do you think so

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MLB uniforms will have advertising beginning in the 2023 season

Major League Baseball players’ uniform sleeves will sport corporate-sponsored patches beginning next season, and decals on batting helmets could come as early as this postseason, an MLB source said Friday. Click here to read the story at bostonglobe.com. Discussion Questions: What is sponsorship? Why do brands sponsor sports and entertainment

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Let’s get weird: MiLB promos to look forward to in ’22

What are Minor League Baseball promotions? Within the confines of this article, they have nothing to do with a player’s advancement from one level of play to the next. Rather, they are the smorgasbord of theme nights, giveaways and celebrity guests that provide fans with a little extra enticement to

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The Masters: The Ins And Outs Of Sponsoring A Logo-less Event

Corporate signage is omnipresent at the vast majority of PGA Tour events. Logos pop up everywhere from grandstand seatbacks to flower beds—even tee makers are often branded. Miniature tractors and red umbrellas greet golfers at the John Deere Classic and Travelers Championship respectively. Click here to read the story at

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Sports sponsorships are raising more than just brand awareness

The universal breadth and appeal of sports continues to present brand sponsors with significant upside, both through exposure and how well consumers regard brands’ involvement. Combined, sports activations are doing more than boosting brand awareness—they’re leading to higher conversion rates. Click here to read the story at nielsen.com. Discussion Questions:

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