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Nike took advantage of the imminent start of the U.S. Tennis Open to launch its new look for the sport (next). In an event with stars of today (Roger Federer, Rafael Nadal and Serena Williams) and the past (John McEnroe) and children from social projects in New York...

Taking advantage of the Athletics World Championship in Germany, Adidas released a campaign with 7 major stars of the sport sponsored by the brand (Tyson Gay, Christine Ohuruogu, Allyson Felix, Jeremy Wariner, Veronica Campbell, Haile Gebrselassie e Blanka Vlašić)....

This Monday it is difficult not to talk about Usain Bolt and what he did on Sunday in the World Athletics Championship in Berlin. He does not really have competitors. He broke the 100m world record and won the world championship finals with great ease. Before that,...

Celebrating Michael Jordan’s induction to the Basketball Hall of Fame, Gatorade, one of his partners, has launched a celebratory range of products with pictures of him on the labels. Moreover, to promote this limited edition, a scene of Jordan playing was reproduced...

Burger King is now Getafe, the top flight Spanish football team, sponsor. And, just like in its communication, the company shows that creativity is a Burger King hallmark. The company, apart from displaying its logo on the front of the jersey, as it is traditionally...

Nike is really a lot more present and exploring better its properties in Brazil. One of the reasons for that is probably the lost of one of the biggest sports properties in Brazil, Flamengo, the Brazilian soccer team with the biggest amount of fans. Olimpikus, the new...

A few posts earlier, I talked about Nike being more active in Brazil and how positive it is to the Brazilian sports market. Today I will talk about two examples of how the company works so well around the world, taking advantage of the various opportunities its many...

Very good post on the Dynamic Sports Marketing blog about a not so good activation: http://dynamicsportsblog.wordpress.com/2009/07/05/dale-jr-endorsement-for-camaro-contest-falls-short/.

Nike has got two of the most important properties in Brazilian football: the National Team and Corinthians, the team with the second biggest amount of fans in the country and the biggest amount of fans in the largest Brazilian market (São Paulo). The most curious fact...

In this post I´ll only say that the Adidas – All Blacks relationship won another prize, this time with “This is not a Jersey” And, just like the post about Nike and the Hong Kong basketball league, I´ll let the image above and video below do the rest.

In this post I’ll only say that this Nike activation for the Hong Kong basketball league won the Cannes Design GP this year. The rest is up to the images above and video below. It’s not necessary to say more; that’s for sure.

Adidas, Chelsea sponsor and provider, went beyond the sport partnership with the club also supporting the club’s social responsible activities. Chelsea has a programme (Blue Pitches) which provides free-to-use pitches to incentive young people in west London to...

I know that the purpose of this blog, as explained earlier and followed since, is to disseminate the best practices in sports activation. However, this time, I’m going to talk about one that had the potential of being great, generating free media and positive...

Some posts ago I spoke of what Heineken did with UEFA Champions League, using icons of the competition (especially the theme song) to take up the event. Guinness with Rugby, however, went even further. Through a long partnership with the sport, the brand consolidated...

Ale, a Brazilian fuel distributor, found a way to renew a cliché activation, but which is still effective. The company owns the Ale Rally Team and, to promote its participation on the Rally dos Sertões (the biggest rally competition in Brazil), is using the famous...

On the opening day of the Los Angeles Dodgers, one of the most traditional baseball franchises in the United States, current season, the team and its sponsor Jet Blue had a very clever idea. In the traditional line-up announcement, instead of the players coming out of...

Several times, in sponsorship agreements, companies overlook important rights such as brand usage and licensing, which could transform the deals into revenue generators. This, however, didn’t happen to Timex, that, a long time ago, launched a watch that became an icon...

TAM, a Brazilian airline company which sponsors the Brazilian soccer national team, in June, took advantage of some of the communication channels it already has with its consumers (its on board TV and magazine “TAM on the clouds”) to reinforce its close relationship...

Unfortunately, I could not watch the UEFA Champions League final due to professional issues, as should have happened to many others, mainly in Brazil. However, I am sure that few failed to notice the various brands involved in the event. Reebok, for example, released...

Back to simpler ideas that leverage return, this small label / sticker placed on the top of the microphones during collective interviews guarantees the brand exposure whichever filming angle the TV network chooses. I don’t know who the first to use it was, but it is...

In the last post I talked about a simple and effective activation. In this one I’ll remember a not that simple one, but it is one of my favorites. Alright, it’s not that up to date, it happened during Euro 2008, but it’s worth remembering. Adidas, with an image of the...

For several times complaints have been heard that Globo and its channels (the biggest Brazilian media group) jeopardizes sports for not saying or showing sponsor companies names and logos in their spots broadcasts. This is almost common place in any discussion...