Competitive Edge - Sports & Entertainment Marketing News

Lincoln Plans Grammy Push, Partners With The Weather Channel


Lincoln is breaking new work on the Grammy Awards Sunday and is also partnering with The Weather Channel for sponsored content.

A 60-second spot from AOR Hudson Rouge featuring Golden Globe Award winner Jon Batiste and the 2021 Nautilus premieres during the 63rd annual Grammy Awards on March 14, with Lincoln a sponsor. 

Click here to read the story at

Discussion Questions:

  1. What is the difference between marketing through entertainment and the marketing of entertainment?
  2. Which best describes Lincoln’s partnership with the Grammy Awards?
  3. Why do you think Lincoln would want to be involved with the Grammy Awards?
  4. Based on information from this news story, describe Lincoln’s marketing strategy surrounding the Grammys.
  5. Why do you think the brand chose to partner with Jon Batiste for this campaign?
  6. What is positioning?
  7. Based on what you’ve learned about this marketing campaign, how do you think Lincoln is hoping to position its brand through the Grammys?
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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