Mike Sundet, our director of sports and entertainment, spoke with Adweek about the rising trend of Major League Baseball teams looking to reach more female fans saying it's smart but that teams need to be very careful not to be patronizing.
For the U.S. Army we helped build the 2015 U.S. Army All-American Bowl game, where high school athletes and band members from across the nation come together for the premier All-American football game. From player and band selections, to the NFL Hall of Fame coaches, to the game, we made an unforgettable experience come alive.
Our sports experts saw a year where technology played and even bigger role in connecting fans and brands. Here's our top 4.
Sponsorship expert Hallie Johnston (Momentum New York) speaks with the Sporting News about the emerging usage of technology like RFID at sports events, something American Express has already been using at the U.S. Open golf and tennis tournaments.
UPS is delivering a special surprise to some lucky college sports fans, packages hand delivered by ESPN personalities like Kirk Herbstreit, Desmond Howard, Vince Young and Greg Anthony, and Sports Business Daily agrees it's a hit.
Event Marketer visited the American Express Tennis Fan Experience at the US Open and loved this year's activation.
Adweek points at American Express as one of the brands doing interesting things at the US Open this year.
"This year the World Cup returned to Brazil – the home of rhythm – and marketers found that music is a brand’s best friend. In fact, music may have separated the winners from the losers in the brand competition happening around the actual games," writes NY's Glenn Minerley (VP, Group Director, Music & Entertainment) on MediaPost.
Hallie Johnston (vp, group account director of sports sponsorships) writes in Adweek that sports "sponsorship is a new game now, one most are playing by old rules. If you are still slapping logos on stadium signage and hoping that counts as “unique impressions,” you’ve got a problem."
UK Sponsorship Director Lynsey Holbrook writes on MediaPost about the need for sponsors to evolve with their consumers and target real people with experiences instead of just slapping logos up wherever possible.