Competitive Edge - Sports & Entertainment Marketing News

The Recording Academy Partners With Top Brands For 63rd GRAMMY Awards

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Today, the Recording Academy proudly announced its official marketing partners for the 2021 GRAMMY Awards show, officially known as the 63rd GRAMMY Awards. Bulova, Facebook, IBM, JBL, Mastercard, Pandora, PEOPLE, and SiriusXM are all supporters of this year’s GRAMMY Awards, as well as events taking place throughout GRAMMY Week. 

“We are fortunate to be putting on the 63rd GRAMMY Awards alongside these extraordinary brands,” Adam Roth, Senior Vice President of Partnerships & Business Development at the Recording Academy, said. “They are united in their belief that music is a healing force that can bring much-needed change to our world. Our partners stand with the Academy as we work year-round to build a more diverse and inspiring world for music creators. We are thrilled to work with these industry-leading partners to excite and engage passionate music fans everywhere.”

Click here to read the story at grammys.com.

Discussion Questions:

  1. What is advertising?
  2. What is sponsorship?
  3. Is sponsorship the same thing as advertising?
  4. Based on information from this story, what are three examples of brands who have partnered with the Grammys.
  5. Why would a brand want to partner with the Grammys?
  6. Do you think a partnership with the Grammys would reach the same partnership with the NCAA for March Madness? Why or why not?
  7. Why would Bulova want to partner with the Grammys? What might this partnership tell you about the brand’s target market?
  8. What is positioning?
  9. Based on the quote from Adam Roth, Senior Vice President of Partnerships & Business Development at the Recording Academy in this news story, how do you think a brand might be positioning itself as an official partner of the Grammys?
  10. How might Mastercard benefit from a partnership with the Grammys?
  11. Name one brand that isn’t mentioned in this story that could benefit from a partnership with the Grammys.
  12. Name one brand that isn’t mentioned in this story that probably would not benefit from a Grammys partnership.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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