Category Archives: Sponsorship, association & endorsement

Anheuser-Busch to end title sponsorship of NASCAR’s No. 2 series after the 2007 season.


Having just celebrated its 25th season as the title sponsor of the NASCAR Busch series, Anheuser-Busch is reassing all its NASCAR marketing. Its timing co-incides with ESPN becoming the sole broadcaster of the No. 2 racing series in the United States. The resulting increased coverage is likely to be reflected in the cost of sponsorship rights – an increase three times the estimated $10 million a year that A-B has been paying.


Lady Sovereign collabo with Zoo York


Following recent ‘ip-‘op collabo’s between Dizzee Rascal and Nike, and Kanye West and Bape its the turn of Lady Sovereign, who teams up with Zoo York to create a limited run of skateboards.

Lady Sovereign is signed to Def Jam in the US, although I don’t think the British press realise this doesn’t guarantee her success – I’ve been listening to bits from her since she first emerged from the Grime scene just to follow the hype vs. talent trail and I’m still waiting…

BAPE & Kanye West trainers

BAPE has teamed up with Kanye West to produce a pair of ltd edition trainers, which will be released on Jan 2nd, 2007 at Bapexclusive, Bape stores and Apee stores.


Follows in the age old tradition of artists and trainers – Dizzee/Nike; Jay Z/Reebok; Mike Skinner/Reebok Classics (!); Run DMC/adidas etc etc.

I like’ em though.

(courtesy of HypeBeast)

Southern Comfort & The Fader mag ltd. edition 7″

I stumbled across the new site from Southern Comfort, which I have to say is pretty loud! Seems like they’re pushing music (and New Orleans) pretty damn hard, with a couple of “new artist” things going on.


The first is an online music-streamer with a selection of new artists.


Nothing new here – Mercedes and Levis are doing this as well.

What makes it slightly more interesting is that The Fader magazine is involved with the activity in some way, and happen to be a pretty credible source for new music and culture. One of the things they are doing is a limited edition 7″ series:

(courtesy of The Fader magazine)


“The first run of our Southern Comfort/FADER 7-inch series has arrived. For this limited-edition vinyl, we asked Lou Laurita to handle cover art duty, and got some of our pals to contribute unreleased jamz: M Ward and Jim James are featured on the A-side with “Magic Trick (Kansas City Remix),” then flip it over for Ladyhawk’s “Soap”. It’s not available in stores, but we do have copies for our loyal blog readers (that’s you). Email us at and tell us the theme of M Ward’s 2005 album release and we’ll send five of you a copy. For free! Get to Googling and get at us with your answers.”

It feels like a slightly more relevant and interesting approach than the UK campaign – Fat Tuesday, which doesn’t really do anything for anyone except give them another bloody tent at a festival!


Delta Air Lines signs two-year global partnership with Cirque Du Soleil

Delta Air Lines has officially launched its two-year global partnership with Cirque du Soleil with a performance based around “The Spirit of Delta,” the airline’s employee-purchased Boeing 767 which is being transformed into the museum’s newest exhibition space.

“Cirque du Soleil is thrilled to partner with Delta as we both strive to offer our patrons a high-quality experience, whether seated on an aircraft or under the Grand Chapiteau. We essentially share the same goal; to take to our guests on a distinctive journey” says Cirque Du Soliel.

Hmmm, says I.

Meanwhile, Lloyds TSB is the headline sponsor of the Cirque Du Soleil Alegria show


Stella Artois drops Channel 4 sponsorship

Stella Artois has has ended its sponsorship of Channel 4 Film, despite recent activity strengthening its ties with cinema and film, notably the outdoor film festival Studio Artois Live (put on by the folks at Exposure).


The Studio Artois activity has also been backed by a new Studio Artois website which goes a little bit deeper than “check out the latest film from Hollywood”, and offers quite an involving experience – but only if you’re a film buff.

So it seems like Stella is moving away from mainstream awareness of its film activity, whilst keeping a credible finger on the pulse in the film world. Question is, what will they spend the estimated £1m pot that they’ve saved from the Channel 4 deal?

St Etienne & Agnes B present Turntable Cafe at South Bank Centre

Agnes B, the fashion label I can’t afford to buy, is presenting the Saint Etienne Christmas Party at the South Bank Centre tomorrow night. Kind of nice association between two ‘dad’ brands.