Tumblr Unveils First Major Brand Campaign for Adidas

The footwear retailer launched an official soccer Tumblr blog in time for the 2012 UEFA European Championship, being played across Poland and the Ukraine starting today. It plans to promote the site with paid placements in the Tumblr “Radar” slot on the user dashboard, which will continue to feature a continually rotating selection of Tumblr blogs picked by the editorial team, but now can be bought as an ad unit for an entire day as well. Adidas will also promote the site on Tumblr’s “spotlight” page for sports blogs, where the ad runs three times wider than the teases for organic picks.

Tumblr’s first taker for its new ad products was luxury fashion retailer Bottega Veneta, which ran Radar and spotlight ads last week — which are marked with a dollar sign that looks like it’s exuding rays of light to differentiate it from organic content — but the Adidas campaign has a much bigger scope.

For the launch of its ad units, Tumblr was looking to work with brands that were already active on the platform and had a strong creative vision, according to Tumblr director of product Danielle Strle, who noted that Adidas already had a compelling presence on Tumblr with its fashion- and design-oriented “Adidas Originals” blog. (When he unveiled the ads at Ad Age’s Digital Conference in April, Tumblr founder David Karp placed particular emphasis on the importance of design, adding that “anyone interested in doing anything creative with us” should email him.)

“We’ve been kind of selective as to who we’re engaging with for this opportunity right now,” Ms. Strle said. “We’re trying to ramp up and do a lot of learning from these initial advertisers.” (www.adage.com)

SYLVANIA Automotive Lights Up The Tuner Scene As Exclusive Lighting Sponsor Of Hot Import Nights

SYLVANIA Automotive Lighting is now the exclusive lighting sponsor of Hot Import Nights – the nation’s largest and most prestigious showcase of aftermarket vehicle accessories and modifications for import/sport compact/exotic car enthusiasts.

Thanks to the partnership, SYLVANIA Automotive Lighting made its first appearance at the May 20th event in Orlando, and will continue to have a major presence at 2012 Hot Import Nights tour stops through the Dec. 15th show in Houston, Texas. By including a drift race component and live entertainment, HIN produces the most unique combination of automotive and lifestyle events in the country, drawing millions of fans to their events and social media sites.

SYLVANIA Automotive Lighting will also be sponsoring the Hottest Lighting Contest – a high-end competition that includes one of the largest prize amounts in the history of HIN. At each HIN event, the car owner who has made the most unique lighting modifications to their ride will receive a check for $2,500. This new competition is open to anyone with a vehicle on display at each HIN tour stop. Not only will there be one winner at every event, each winner will also be entered to win the Grand Prize of $2,500 at the end of the season for the overall Hottest Lighting in 2012.

“The Hottest Lighting Award is one of the most prestigious and coveted awards at Hot Import Nights, and what better partner could we have than SYLVANIA Automotive Lighting as they are the global leader in lighting,” said Katie Steinbach, Director of Corporate Sponsorships for Hot Import Nights. “This award, presented by SYLVANIA SilverStar zXe headlights, is one of the largest prize amounts in the history of HIN, and will definitely elevate the level of competition across the nation.” (www.sponsorship.com)

Hertz Becomes Title Sponsor Of The British Grand Prix (MotoGP) At Silverstone

The Hertz Corporation, the world’s largest general use car rental brand, has become the title sponsor of the 2012 British MotoGP, which will be held at Silverstone on 15-17 June. The move follows the successful collaboration between the MotoGP™ rights holder Dorna Sports and Hertz, which has been the car and equipment rental supplier for the premier motorcycle racing World Championship since 2010.

“Britain is certainly on the world stage for sports this year, and I’m very proud that Hertz is the title sponsor of the exhilarating British Grand Prix,” said Michel Taride, President of Hertz International and Executive Vice President, Hertz Corporation. “The adrenaline-fuelled MotoGP event will have fans on the edge of their seats as they marvel at the feats of the riders and their motorcycles alike, and it is a privilege to be part of the action.”

The world-renowned MotoGP is an eighteen-race series visiting thirteen countries across four continents. The Hertz British Grand Prix edition of the MotoGP will see Britain’s Cal Crutchlow and James Ellison battle it out with the likes of Valentino Rossi, Jorge Lorenzo and Casey Stoner for the winning title.

As title sponsor of the British MotoGP, Hertz will benefit from significant media exposure through a range of branding opportunities at the circuit, including at the trackside, bridge, starting point, winners’ podium backdrops, and clothing of the Paddock Girls. (www.sponsorship.com)

American Airlines Will Be Official Airline Sponsor For 2012 National Puerto Rican Day Parade

American Airlines will be the official airline sponsor for the June 10, 2012 National Puerto Rican Day Parade along Fifth Avenue in New York City. American, which recently celebrated 40 years of service to La Isla del Encanto, will host Q’Viva! The Chosen stars from Puerto Rico – Ektor Rivera, Jossette Reilly and Jose Febres – on the American Airlines float as it winds through Manhattan. American is the official airline partner of the show, which aired in the U.S. on both Fox (English) and Univision (Spanish) this spring. American provides transportation to Puerto Rico and throughout the Americas to help Q’Viva! uncover talent.

“American Airlines is a global company, connecting people from many different cultures and communities,” said Tim Ahern, American’s Vice President – New York and International. “Just as Q’Viva! The Chosen connected millions of fans from around the world, the National Puerto Rican Day Parade connects New Yorkers of all cultures.”

For more than 30 years, American Airlines has proudly partnered with the National Puerto Rican Day Parade to support causes that are important to the New York and Puerto Rican communities. The Parade honors more than 4 million people of Puerto Rican birth or heritage residing in the United States. Each year thousands of New Yorkers join the celebration, which emphasizes the achievements made by Puerto Ricans in business, government, sports and the arts.

American Airlines has served the New York market for more than 80 years and is committed to the Greater New York community by providing sponsorships and in-kind giving to many nonprofit and cultural organizations, including those engaged in such pursuits as ballet, opera, film and theater. Whether it’s for visiting friends and relatives, conducting business, or just traveling for vacation, American helps bring people closer together. American Airlines offers four daily flights from New York JFK to San Juan. (www.sponsorship.com)

Andrews Air Conditioning Becomes New Official Shirt Sponsor For Charlton Athletic Football Club

Andrews Air Conditioning, the specialist air conditioning division of the Andrews Sykes Group, has today announced that it will become the new official shirt sponsor for the League One champions, Charlton Athletic Football Club (also known as the ‘Addicks’) as they move in to the Championship for the 2012/13 season.

Andrews Air Conditioning, the specialist air conditioning division of the Andrews Sykes Group, has today announced that it will become the new official shirt sponsor for the League One champions, Charlton Athletic Football Club (also known as the ‘Addicks’) as they move in to the Championship for the 2012/13 season.

The one year contract will see the Addicks’ new red home strip adorned with Andrews Air Conditioning branding – the company specialises in the hire of portable air conditioners and the installation of fixed air conditioning. Other Andrews Sykes’ divisions (which include heater, chiller, boiler, dehumidification and pump hire) will also benefit from elements of the deal including sponsorship of the club’s Valley stadium.

The sponsorship deal is a culmination of long standing relationship between the Charlton-based neighbours – both having being located in or around Charlton for over 100 years: Andrews Air Conditioning currently maintains the air conditioning and heating equipment at both The Valley and Charlton’s Sparrows Lane training ground in New Eltham. (www.sponsorship.com)

A Backstage Pass to a High-End Food Festival

WHILE affluent connoisseurs sample the offerings this week at the annual Food & Wine Classic in Aspen, Colo., the public will get a look behind the scenes.

The insider’s look at the renowned chefs and their doings is not the production of an upscale brand. It is sponsored by Hellmann’s mayonnaise, which is beginning its “Real Tastes Better” marketing campaign in tandem with the gathering of top chefs.

Nearly two dozen videos from the food festival, which is celebrating its 30th anniversary, will be shown online, in part underscoring Hellmann’s pledge to switch to cage-free eggs by 2020. (Hellmann’s, a Unilever brand, is made from oil, eggs and vinegar.)

“It’s not just the real ingredients,” said Brian Orlando, senior marketing director for Hellmann’s in the United States, “it’s bringing the real side of an exclusive event to the growing number of food lovers.”

Food & Wine magazine every year turns Aspen into a landscape of tastings and cooking demonstrations, seminars, nonstop parties and elbow-brushing with celebrity chefs like Jacques Pépin and Mario Batali. Tents will hold 300 food sellers, winemakers, craft brewers and spirits distillers for samplings from Friday through Sunday. (www.nytimes.com)

Baltimore organizations join forces

Sports apparel brand Under Armour has acquired the naming rights to the Baltimore Ravens’ training facility after signing a new ten-year agreement with the National Football League (NFL) franchise.

Under the terms of the deal, financial terms of which were not released, the team’s US$34 million practice centre in Owings Mills will be renamed the ‘Under Armour Performance Center’, while the Baltimore-based brand’s support will also extend to the side’s community programs.

Annual grants, a series of clinics and statewide competitions will aim to develop youth football in local schools and teams, with Ravens head coach John Harbaugh and his assistants set to play an active role in the initiatives.

“I love the Under Armour brand and am proud that it is Baltimore-based,” said Ravens owner Steve Bisciotti. “They started with football wear that players wanted, and still do. They produce great products. Under Armour is the only partner for our training center. Their success has been off the charts, and this partnership will serve as a long-term platform that will showcase to the nation the best of what two of Baltimore’s strongest companies have to offer.” (www.sportspromedia.com)

Purina Solicits Cat Relationship Stories

Purina is asking customers to submit their real-life cat related experiences for a chance to win up to $5,000 and have their cat story told through an online video.

More than $30,000 in total prizes will be awarded, including five grand prize winners.

The “Purina Cat Chow Real Stories Project Contest” is a nationwide search to find, showcase and celebrate cat stories that highlight the special relationship between cat people and their cats.

Stories can be everything from how the cat owner came to own their first cat to the way the cat greets them at the door every day. (www.mediapost.com)

Hilton Garden Inn Launches ‘Breakfast With Heart’

Hilton Garden Inn is partnering with hunger-relief organization Feeding America to provide meals to needy families as part of its summer-long “Breakfast with Heart” campaign.

Through Sept. 30, customers who book the promotional room rate will receive a cooked-to-order breakfast and the Mclean, Va.-based hotel chain will make a donation to Feeding America that will help provide one million meals.

This is the first initiative of “You Can Count on Us,” Hilton Garden Inn’s new community relations program. Through this commitment, Hilton Garden Inn aims to help provide food, shelter and comfort to communities in which there are locations.

“By extending the spirit of hospitality to those who need it most, we believe we can create positive change for our hotels and our communities,” said Judy Christa-Cathey, vice president, global brand marketing, Hilton Garden Inn, in a statement. (www.mediapost.com)
Right Guard Scores Off Basketball Doc

This year’s Olympics mark an important anniversary for basketball fans. It’s the 20th anniversary of the so-called Dream Team that put the top players from the NBA on one team to compete for the gold under the banner of “USA Basketball.”

To celebrate the anniversary, NBA TV will air a 90-minute documentary telling the definitive story of the 1992 Olympic team, featuring recent interviews with all 12 players on the team as well as rare footage and untold stories about how the team returned the U.S. to Olympic basketball glory.

Right Guard, which has had a longstanding relationship with the NBA, has signed on as a presenting sponsor of the documentary (which will air on June 13 at 9 p.m. ET) and has created a television commercial celebrating the sport.

“This is a special year for USA Basketball and we are proud to celebrate the 20th anniversary of the USA Basketball Dream Team,” said USA Basketball chairman Jerry Colangelo, in a statement e-mailed to Marketing Daily, in response to questions. “The 1992 Dream Team changed the game of basketball on a global scale, and we look forward to honoring the team’s legacy as we prepare to compete this summer.” (www.mediapost.com)
Ethanol Takes The Podium At NASCAR

American Ethanol, a Washington-based ethanol industry group whose member companies make the product that NASCAR racecars drink in a 15% blend called Sunoco Green E15, is activating against the official relationship with a brand campaign to get the word out about ethanol. Central to the campaign is the “American Ethanol Sweepstakes,” which runs through August to promote Sunoco Green E15 to NASCAR enthusiasts.

The promotion will give away over 500 prizes valued at $150,000, including three Chevy Silverados, race tickets, and autographed merchandise, per the company. At NASCAR.com and at selected races starting this month, the campaign includes activation on American Ethanol’s Facebook page, and a big presence at races and other events across the country. Also on tap is a 60-second American Ethanol ad, vignettes and traditional 30-second commercials to air during TNT Summer Series race coverage.

The brand awareness campaign features racer Austin Dillon, who drives for Richard Childress’ team, and includes race entitlements, paint schemes, and a Turner media commitment on TNT. There are also race entitlement sponsorships at Iowa Speedway and Chicagoland Speedway.

Dillon, Childress’ grandson and winner of last year’s Camping World Truck Series and contender this year in the Nationwide Series, is in the 30-second national television commercial that highlights the benefits of U.S.-made ethanol. Fellow driver Kevin Harvick also makes an appearance in the spot, which is scheduled to debut during the broadcast of the Pocono 400 NASCAR Sprint Cup Series race on TNT and is designed to drive fans to American Ethanol’s Facebook page to enter for a chance to win one of three Chevy Silverado trucks and additional prizes. (www.mediapost.com)