Herbalife Ltd., along with its independent distributors, already sponsor about 150 athletes, fitness and sporting events around the world including soccer giants FC Barcelona and LA Galaxy. According to a press release posted on Market Watch, Herbalife is expanding their exposure by announcing three new sponsorships in various sports arenas around the world. First is a partnership with top Israeli football club, Maccabi Haifa FC, as the official sponsor for sports nutrition. Herbalife will see their brand added to the team’s training kit shorts, around the stadium and training facilities, the team bus, and additional exposure through the team’s official media channels Read More

Yokohama has added two more NFL teams to its sports marketing sponsorship program, after recently signing a deal with the Dallas Cowboys. The Denver Broncos and Baltimore Ravens are the latest teams who will be featuring the tire brand with signage around their stadiums, radio advertisements, in-game announcements, LED board displays, and unspecified hospitality opportunities. In addition to these three NFL teams, the Yokohama brand is also on display with the Boston Celtics, San Antonio Spurs, and Los Angeles Angels. Read More

The reasons given for the lack of corporate involvement play like a broken record of the worst kind to all purveyors of sports marketing and events: Firms do not want bad PR, the recession is not over, and the justifiability of entertaining at such events has been effectively called into question. Read More

As sponsorships are one of the first things to go when money is tight, it is also one of the first things to come back, as the impressions it receives are unmatched and the brand building quality of sports is irreplaceable. Lucrative deals with big events such as the Super Bowl will become more common in the years to come, as companies seek to increase visibility to customers. Sports advertising is one of the best ways to receive a high return on investment, lending to the millions of dollars spent in this arena annually. The real question is: Will firms like GM be more accountable and responsible this time around- putting in place processes to measure sponsorship effectiveness, company sports ticket use, and return on investment? Read More