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Top Brands Dive into Sports Sponsorships

We have teamed up with Ben Sturner and his extraordinary crew at Leverage Agency to bring you the top five movers and shakers each week in the world of sports sponsorships and marketing.

American Eagle’s Sponsorship Program Takes Flight
Joining the growing number of apparel brands sponsoring to build visibility, gain differentiation and drive retail traffic, American Eagle Outfitters, Inc. is expanding its use of the medium. Looking to make a stronger connection with its 15-to-25-year-old target, AEO recently announced a three-year partnership with collegiate athletics’ Big East Conference, around which it will present the men’s and women’s basketball championships.

Munich 2018 bid announces Allianz as new partner
Global financial services provider Allianz was yesterday unveiled as the latest partner to support Munich’s bid to host the Olympic and Paralympic Winter Games in 2018.

NBA’s Nash, Deutsch’s Duda Team to Launch Startup
The latest venture sprouting forth from Madison Avenue is a marketing consultancy armed with a $20 million investment fund to take stakes in start-up companies. But beyond its bankroll, the firm has serious drawing power at the helm: Phoenix Suns basketball star Steve Nash and a widely respected agency executive, Deutsch’s Michael Duda.

Boingo Bounces Into Venue Sponsorships
Already operating 132,000 hotspots around the world-at locations including airports, hotels and restaurants-Wi-Fi provider Boingo Wireless, Inc. is aiming to add sports venues to its network, with sponsorship playing a key role in its expansion plans. Case in point: Boingo has partnered with two AEG-managed multi-purpose venues: The Home Depot Center in Carson, California and Citizens Business Bank Arena in Ontario, California.

After Toning Tushes, Reebok Tackles Thighs
On the heels of its hit with EasyTone, the sneakers that promise to tone women’s tushes, Reebok is set to introduce a line of EasyTone workout clothing. Come November, women will be able to buy pants, shorts and capris that promise a workout for thighs and rears just by slipping them on, as well as tanks and tees that it claims will improve posture, alignment and flexibility.


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