Whether through advertising, event sponsorship or product placement, entertainment has long been a key element in consumer engagement.
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The partnership with Tough Mudder, which holds endurance races over obstacle courses, represents the first endurance event sponsorship for Under Armour.
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That would mean relatively small expenditures for the big companies that dominate the event's sponsorship activity, a worthwhile price for boosting your image in front of thousands of wealthy sports fans.
The event is also receiving sponsorship from MySpace, Comcast, the wind power company Vestas, and the nonprofit Global Green USA, among others.
And it was a wonderful way to mark the end of Volvo's sponsorship of this event, which they have admirably supported over the years.
The event also brings in major sponsorship deals, with three of the top six partners already named as BMW, Rolex and drinks giant Diageo.
Don't be lulled by the folksy tales of pimento cheese sandwiches and free parking: The Masters is a thoroughly modern, high-tech, sponsorship-soaked event, eager to wield its influence.
Along with friend John Disley, Brasher secured sponsorship for the event then got the blessing of the Greater London Council, the police and athletics authorities to bring the marathon to the capital.
This wasn't the first time two banks dueled over sponsorship of a major Hong Kong event.
Organisers of Leicester's Caribbean Carnival have said they hope moving the annual event to the city centre will attract more sponsorship.
The Visa deal is the latest example of the tight control that sponsors and global event organisers exert over arrangements after paying for sponsorship rights.
We always approached the event by making sure we were delivering value to the event, not just seeing it as a sponsorship but actually creating experiences that enhance the festival-going experience.
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Supporting a diversity initiative with sponsorship dollars or by co-marketing a Hispanic event or a Hispanic website is not the answer.
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She reached the Wimbledon semi-finals that year but has yet to win a regular tour event, and the photogenic Russian's off-court sponsorship deals dwarf the figure she has earned playing tennis.
Event organizers have actually developed special activation areas where brands can interact directly with fans, and that increased sponsorship value is sure to attract more partners in the future.
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If we add to the mix Syrian subversion and sponsorship of Hamas, and al-Qaida penetration of Jordan through Iraq - particularly in the event of a US withdrawal - the danger that merging the west and east bank populations would manifest to the Hashemite regime becomes apparent.
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