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Sponsorship

The big business of wacky holidays

by Maria Hollenhorst
Sep 4, 2023
Holidays, even made-up ones, can be powerful marketing tools.
Volkswagen's Cameron Batten and Marlo Anderson, the founder of National Day Calendar, onstage at a reveal of National Volkswagen Bus Day on June 02, 2023 in Huntington Beach, California.
Joe Scarnici/Getty Images for Volkswagen of America
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Empty arenas not a game for sports and entertainment sponsors

by Andy Uhler
Feb 15, 2021
Brands are having to rethink how to get home viewers' attention.
Attendance restrictions pose a problem for brands trying to reach fans.
Tim Smith/Getty Images
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In the NBA vs. China battle, business could suffer

by Kai Ryssdal and Andy Uhler
Oct 9, 2019
Billions of dollars in revenue is at stake for the NBA.
The NBA flagship retail store in Beijing.
Kevin Frayer/Getty Images
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Pizza Hut is now the official pizza of the NFL

by Andy Uhler
Feb 28, 2018
Pizza Hut is replacing Papa John’s, which announced yesterday it was ending its contract with the National Football League. The league’s viewer numbers are down over the last couple of years. And a few months ago, Papa John’s then-CEO John Schnatter blamed players’ kneeling in protest during the national anthem as a big part of […]
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Sharapova sponsors suspend deals after failed drug test

by Donna Tam
Mar 8, 2016
Nike, Tag Heuer and Porsche are backing away quickly.
Tennis player Maria Sharapova addresses the media regarding a failed drug test at the Australian Open at The LA Hotel Downtown on March 7, 2016 in Los Angeles, California. 
Kevork Djansezian/Getty Images
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Sponsors give FIFA a red card

by Sally Herships
Oct 8, 2015
FIFA head Seth Blatter is suspended, as advertisers threaten to bolt the sport.
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What's in a stadium name? Millions.

by Annie Baxter
Jun 26, 2015
Nissan buys the naming rights to the Tennessee Titans' venue.
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Will sponsors bail on the World Cup?

by Adam Allington
May 29, 2015
Advertisers consider their investments and responses amid FIFA corruption charges.
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Want to run the Iditarod? You'll need a lot of scratch

by Marketplace Contributor
Mar 18, 2015
It costs as much as $100,000 to keep a kennel of sled dogs running year-round.
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The college bowl game sponsor shuffle

by Tim Fitzsimons
Dec 23, 2014
College football's new playoff system is shaking up the game off the field too.
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