»
The most enduring relationship in the history of the Olympic Games was renewed yesterday, as The Coca-Cola Company and the International Olympic Committee held a ceremony in Beijing to announce the extension of the partnership for an unprecedented 12 years, Brandweek reports. Coke will now continue to be the “Official Soft Drink of the Olympic Games” through 2020.
The relationship began in 1928, and has continued until the present day without interruption.
Terms of the sponsorship were not disclosed, but according to SportsBusiness.com, the cost of worldwide sponsorships is now in the range of $60 million or more for each four-year cycle. The extension covers three cycles, starting in 2009.
According to the company, the commitment includes cash and in-kind services from Coke to support athletes and teams in nearly 200 countries. In return, Coke maintains exclusive marketing rights in the nonalcoholic beverages category and use of the Olympic symbols and mascots in advertising and promotional activity.
Clear Channel Radio announced today that its Spanish-language programming initiative, La Preciosa Network, has named Spanish radio personality icon Humberto Luna as its new morning show host. “El Show de Humberto Luna” will launch on January 20th, airing from 4:00…
Dunkin’ Donuts on Monday bowed a $100+ million integrated advertising campaign that offers a new rallying cry for consumers hard hit by the economy: “You Kin’ Do It!”
The “You Kin’ Do It” national campaign broke with three television spots airing during…
What is being touted as a groundbreaking mobile digital TV service - debuting sometime this year on 63 stations in 22 markets - was unveiled by major TV station groups at CES this week as part of their Open Mobile…
Consumers in the U.S. watch more TV and mobile video than those in Germany, Sweden and urban China, and while most still watch video on a PC, nearly a quarter (23%) watch video on a mobile device, according to results…
Super Bowl advertisers - including Monster.com, which is returning after a four-year hiatus - are making the most of their $3 million ad buy by creating integrated follow-up campaigns, says Kellogg School of Management professor Tim Calkins.
Calkins, co-leader of…
The latest casualty in the shrinking shelter category is Meredith’s Country Home. The magazine’s March 2009 issue will be its last.
The company, which is also slashing its workforce by 250 people, cited a soft economy for the demise of…
