Sponsorships
-
B-to-C Events
From Fyre Festival II to Project Pabst’s Return: The Season’s Music Festival Headlines
The summer music festival season is coming to a close, and it was as eventful as ever. In the midst of all the collective Chappell Roan love (H-O-T-T-O-G-O, anyone?) and Usher’s headlining of Essence Fest in celebration of the 20th anniversary of his “Confessions” album, experiential brands were busy making their festival debuts, leaning into […]
From
-
B-to-C Events
Rally Rooms and Tequila Clubs: How 11 Sponsors Activated at the 2024 US Open
Fans have been flooding the grounds at the USTA Billie Jean King National Tennis Center since Aug. 26 to catch the action at the 2024 US Open tennis tournament in Queens, NY. In fact, this year’s Opening Day drew 74,641 fans, marking the biggest single-day crowd in the event’s 56-year history. And that’s been a […]
From
-
B-to-C Events
The Brief: Foldable Buses and the Stayman Islands
This week’s hot takes on hot topics in experiential marketing cover foldable buses, Piña Oatladas and the Stayman Islands.
From
-
B-to-C Events
WNBA Live 2024: A Roundup of Brand Activations at the All-Star Fan Festival in Phoenix
The Women’s National Basketball Association (WNBA) has experienced a meteoric rise in popularity this year, in part due to rookie phenoms like Caitlin Clark and Angel Reese, whose talent and stories have captivated hoops fans and the media alike. And with excitement at an all-time high surrounding the AT&T WNBA All-Star Game and festivities, July […]
From
-
B-to-C Events
30 Years of Essence Fest: Q&A with Executive VP-Experiential Michael Barclay
Social media threads and Reddit forums were lighting up ahead of the 2024 Essence Festival of Culture, presented by Coca-Cola, July 4-7, in New Orleans. This year marked the 30th anniversary of the annual multiday celebration of Black culture, music and food, and the media platform’s loyal followers were eagerly awaiting the release of the […]
From
-
B-to-C Events
2024 Paris Games Preview: Rolling Coverage of Brands Activating Around the Summer Olympics
The Olympics have always ignited passion and a sense of camaraderie among sports fans around the globe, but the 2024 Paris Games, taking place July 26 to Aug. 11, may inspire even more fanfare than usual. The last time the world witnessed the Summer Olympics, it wasn’t at stadiums in Tokyo where the event was […]
From
-
B-to-C Events
The Brief: Philanthropic Pizzas and ‘Gaychella’
This week’s hot takes on hot topics in experiential marketing cover tot-protecting pants, “Gaychella” and pay-what-you-want pizzas.
From
-
B-to-C Events
A Supersized Photo Tour: Inside 18 Brand Activations from Gov Ball 2024
The joy of experiencing a premier music festival on a warm June weekend might seem straightforward to fans, but the behind-the-scenes grind it takes to pull off such an endeavor is anything but. That much was evident when we arrived at New York’s Flushing Meadows Corona Park on June 7 for Live Nation’s three-day Governors […]
From
-
B-to-C Events
How e.l.f. Cosmetics’ Indy 500 Sponsorship Placed Women in the Driver’s Seat
When e.l.f. Cosmetics cruised into this year’s Indianapolis 500 as the first-ever beauty brand to serve as a primary sponsor of a driver, it didn’t just offer a “Lip Oil Change”; it aimed to foster systemic change, too.
From
-
B-to-C Events
The Brief: Cicada Symphonies and Rosé for Days
This week’s hot takes on hot topics in experiential marketing cover cicada symphonies, historic vow renewals and rosé for days.
From
