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The Social Side of Sponsorship Sports marketers take aim at activating fan engagement

With brand marketers increasingly focusing on engagement, it’s no surprise that companies are turning to sports sponsorships to reach their most avid followers. But the rules have changed. It’s no…

From Viral Sensation to Slam Dunk Champ

Jacob Tucker stands just 5’10”. He played guard for Illinois College, a little-known Division III school with just 1,000 students. And he has mad hops—a reported 50-inch vertical leap. Still,…

Beyond the Top Tier BMX? Bull riding? Mudding marathons? A growing number of brands are turning to niche sports to boost their sponsorship ROI

Until recently, most marketers probably had never heard the name Tough Mudder. But when Under Armour signed a multi-year sponsorship with the military-style endurance challenge series in late 2011, a…

Can Soccer Ever Conquer the U.S.? Fútbol still trails football and the World Cup is not the World Series, but things may soon be changing for “the beautiful game” in America

Every four years, World Cup fever grips the globe—and enchants a fair smattering of Americans. Though ratings for the final match in 2010 between the Netherlands and Spain broke global…

Big Network on Campus Fox Sports adds college football to its game plan

By adding regular season college football to its already impressive roster, Fox Sports thinks it’s assembled a Dream Team that will score more points with advertisers and TV sports fans…

Helping Brands Go for the Gold At Taylor, marketing for the Olympics is all about storytelling

You might say that Taylor has been training for the 2012 Olympics in much the same way the athletes do—drawing on years of experience and practicing with discipline in order…

Competitor Group Goes the Distance Finding opportunities in marathons, triathlons and endurance sports

The endurance sports industry is a veritable bastion of marketing opportunity. Last year, 15 million people in the U.S. competed in some type of running or triathlon event and countless…

Taylor: We're Built Differently
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