Word: sponsorship
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...sponsors. The fishing outfits were great, but they couldn't pay all the freight needed to raise purses or produce great television. So Jacobs supplanted them with corporations such as GM's Chevrolet division, M&M/Mars, 7-Up and Fujifilm, which wouldn't blink at, say, a $10 million sponsorship fee if it could move the sales needle. Then in 1997 he landed the whale: Wal-Mart. "We tend to think in increments, in small steps," Scott tells TIME. "Irwin thinks in big steps, in flights of steps." He also hounded the Wal-Mart man into submission...
...sponsorship deals Lacoste is making reflect its sporty heritage and retooled popularity. In April the company signed a rumored six-year, $30 million--plus contract with top U.S. tennis player Roddick. Lacoste has cleverly made itself a Hollywood favorite too. To add to the buzz, Siegel and his team have seeded the shirts with celebrities: Natalie Portman, Katie Couric and the cast of The O.C. are just a few who have donned the clothes on television and at high-profile events...
...spontaneous dance parties. In an oddly beautiful gesture, much of the art created for the event is destroyed during the festival's climax: the ritualistic incineration of the Burning Man, the 12-m effigy that dominates the camp until the festival's last night. Naturally, there's a great sponsorship opportunity here for kerosene manufacturers?but anyone in a suit and tie stands little chance of making it past the gate...
...spontaneous dance parties. In an oddly beautiful gesture, much of the art created for the event is destroyed during the festival's climax: the ritualistic incineration of the Burning Man, the 12-m effigy that dominates the camp until the festival's last night. Naturally, there's a great sponsorship opportunity here for kerosene manufacturers - but anyone in a suit and tie stands little chance of making it past the gate...
...expectations are rising. Beijing's Workers' Stadium was two-thirds empty for Man U's game; fans in the same arena jeered Real Madrid's halfhearted showing. Players will only "do what they have to do to drive the interest," suggests Rob Mason, managing director of London-based sponsorship consultant firm SBI. "There are signs fans are getting wise to this." That's something to tackle next summer...