Universal Parks & Resorts (UPR) has named marketing agency Velocity Sports & Entertainment as its exclusive corporate partnerships sales agency for the company’s theme parks and resort destinations. Work starts immediately.
Under the multi-year agreement, Velocity will seek out new sponsorships for Universal’s properties in Hollywood and Orlando. Universal Parks & Resorts is a division of NBC Universal.
“We’ve really been hired to ensure that the property has the best chance of success in the marketplace in terms of generating sponsorship revenue,” said Mike Reisman, principal, Velocity.
Velocity will seek out brands that target families and kids, the primary audience drawn to Universal’s properties, Reisman said.
“Partnerships that can be set up to meet clients’ promotional objectives, but at the same time drive attendance and travel to theme parks and extend the park’s brand equity into the communication channels of sponsors will be [a] win-win,” Reisman said.
Universal Parks & Resorts is comprised of the Universal Orlando Resort and Universal Studios Hollywood.
Universal Orlando Resort features the Universal Studios Florida and Islands of Adventure theme parks, as well as Universal CityWalk, a 30-acre dining, shopping, club and live-entertainment venue and three on-site Loews hotels. Universal Studios Hollywood includes a movie and television studio with rides and attractions. Adjacent to the theme park is Universal CityWalk, a shopping, dining, and entertainment pedestrian promenade.
“Our partnership with Velocity Sports & Entertainment will supplement the efforts of Universal Studios’ corporate sponsorship unit in the theme parks and resort area and provide a sharp focus on the tremendous cross-promotional opportunities that our properties have to offer,” said Ron Herman, senior VP-partnership development, Universal Parks & Resorts, in a statement.
NBC Universal was formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment.
Wilton, CT-based Velocity ranked No. 2 in the 2005 PROMO 100, with estimated 2004 net revenues of $13.7 million, up an estimated 43% from 2002.
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