Posts tagged ESPN
Nuts and Bolts activation
Feb 17th
Craftsman has added branded entertainment before Fox’s broadcast of the Daytona 500. Craftsman was the “presenting sponsor” of a special focused on the pit crews. The one-hour “Craftsman Presents: Road to Daytona” featured Fox analyst Larry McReynolds hosting from a set at a NASCAR research facility surrounded by the brand’s signage.Craftsman, the “official tools of NASCAR,” was attracted to the sponsorship opportunity largely because the show finds story lines off the track and inside the NASCAR garages. “It’s really about before you get your race car on the track–and that’s where Craftsman lives,” says Erik Rosenstrauch, director of marketing for the Sears brand. Craftsman’s NASCAR relationship in 2009 has opted in favor of opportunities that provide a more direct connection between the brand and the nuts and bolts of the sport… strategically reallocating it. www.mediapost.com
Maxell takes their brand to their audience
Jan 8th
Since 2004, Maxell has investmented in supporting entertainment experiences, programs, and sweepstakes that enhance the culture and lifestyle of its customers. Maxell set out to reach their core audience of Millennials – men and women aged 16-34- where they go to be entertained. Maxell’s targeted sponsorships include the Action Sports Pro Tour, ESPN X Games, the John Lennon Educational Tour Bus and Songwriting Contest, South by Southwest (SXSW) Film Festival, The New York Film Festival (NYFF), and House of Blues Music Clubs Nationwide.”Maxell’s sponsorships of extreme sports, music and film mirror the interests and lifestyle choices of our target audience,” said Cheryl Severini, senior marketing manager at Maxell. “Participation at these events keeps Maxell top-of-mind with our customers while they are enjoying themselves. These sponsorships are also strategically tied to our product lines.”
Maxell added the Action Sports Pro Tour to its roster of sponsorships to offer exciting on-site experiences for fans. The Action Sports Pro Tour is an action-packed event, fusing world-class skateboarding, freestyle BMX and motocross, inline skating and snowboarding competitions with cutting edge performances by nationally recognized bands. The Tour moves from city to city, reaching a broad audience.
Events were also broadcast on Versus and Fuel TV throughout 2008 and will continue into 2009.
For the third consecutive year, Maxell’s sponsorship of the ESPN X Games creates exciting on-site experiences for dedicated extreme sports fans and enthusiasts who enjoy recording digital music and videos. Since 2007, Maxell has also been the official media sponsor of the New York Film Festival. The company plans to increase its involvement in 2009 by becoming a co-lead sponsor of the NYFF. www.maxell.com
NASCAR – sponsor $$$ still see value
Dec 19th
The #83 Red Bull Toyota driven by Brian Vickers will carry a new sponsor brand for the 2009 Sprint Cup Series season as Mighty Auto Parts joins Red Bull Racing Team as an associate sponsor. www.nascar.comCaterpillar Inc. and Richard Childress Racing have agreed to a multi-year partnership for the No. 31 Chevrolet driven by Jeff Burton beginning with the 2009 Sprint Cup Series season. The 2009 season will mark Caterpillar’s 17th year of sponsorship in NASCAR. It will also be Richard Childress’ 40th anniversary in the sport. “Success in the highly competitive environment of the NASCAR Sprint Cup Series requires substantially greater levels of technology and investment than even a few years ago,” said Jim Parker, vice president of Caterpillar’s North American Commercial Division. www.nascar.com
Air Force officials announced that it will begin a new NASCAR partnership with Gillett Evernham Motorsports when it sponsors the No. 10 car driven by Reed Sorenson for the 2009 NASCAR Sprint Cup season. For the 2009 season, the Air Force is changing their marketing strategy to rebalance their sponsorship and activation programs to increase public awareness about the Air Force and to attract more recruits. “Advertising and marketing that goes beyond the race track will help us connect with fans and emphasize the speed, power, precision and team work that is common to both NASCAR and the Air Force,” said Col. Timothy Hanson, Air Force Recruiting Service Strategic Communications director. www.af.mil
NASCAR drivers, Johnson and Edwards’ sponsor exposure exceeded $1 billion in ‘08: Joyce Julius & Associates monitors sports sponsorships, measuring exposure given to sponsors during televised sports coverage. In NASCAR, Joyce Julius looks at telecasts of races in NASCAR’s three top series and clocks how long a sponsor’s logo can be seen clearly. It counts each second and then multiplies that by what it would cost to buy a second of advertising on that telecast… ABC, SPEED TV or ESPN 2 – Jimmie Johnson’s sponsors had their respective logos shown for 59hours, 28minutes, 39seconds. By the Joyce Julius formula, that means Johnson’s sponsors got $510,161,750 worth of exposure. Carl Edwards, who finished second in the standings to Johnson, had his sponsors shown for 58:50:11. That equates to $495,908,515 in exposure. (More at Charlotte Observer)
Bang for Buck in IRL
Nov 21st
Ever wondered what kind of return you get from open wheel racing in the US? New research conducted by Joyce Julius & Associates, which measures sponsorships across all forms of media, showed that Chip Ganassi team sponsor – Target’s name or logo was monitored for more than four hours and 31 minutes during the recently completed Indy season. The value? About $16 million.
Target sponsored the cars of Scott Dixon, who won the Indianapolis 500 and the season championship, and Dan Wheldon. The company drew 166 mentions on ABC, ESPN, ESPN2 and ESPN Classic.
Forty percent of the value, or $6.4 million, came from the 500. On average, the sponsors in the top 10 of the Indy Racing League realize 53.2 percent of their television exposure from the marquee event.
Motorola, the primary sponsor on Danica Patrick’s car, collected $6.9 million in exposure in 2008, with nearly 70 percent of its season-ending total stemming from the Indy telecast.
The rest of the top five sponsors were 7-Eleven ($4.7 million in exposure value), GoDaddy.com ($4.7 million) and McDonald’s ($4.6 million).
Primary sponsorships in the IndyCar Series range from $2.5 million to $7 million.
Three time NASCAR Championship winner Jimmy Johnson has added to his fan base
The significance of becoming just the second driver to win three consecutive Sprint Cup championships is beginning to sink in for Jimmie Johnson.
In the media rounds he has been making since wrapping up the title Sunday in Homestead, one moment stands out. It was during a visit to ESPN’s headquarters.
“I walked in and the first person I saw in the hallway was (NFL analyst) Mike Ditka,” Johnson said on a teleconference this week. “I introduced myself to him and he said, ‘I know who you are, champ. And by the way, you are a dynasty.’ That one caught me off guard.”