»
Citi is introducing a mentoring program that pairs four rookie golf players with pros Paul Azinger and Nick Faldo. The rookies, known as Team Citi, will be given guidance from the pros not just on how to improve their games, but also how to survive as a young pro on tour, when cash is not necessarily easy to come by, writes The New York Times.
The sponsored group will be touted through ads, blogs by the rookies, branded entertainment pieces and a 90-minute documentary on NBC called Q School: On the Brink, Presented by Citi.
Sponsored vignettes 45- to 75-seconds long show the pros mentoring the younger golfers. The vignettes will run throughout the year, and Citi hopes to refresh the series with a new batch of golfers next year.
Branded entertainment includes a two-part reality show, to air on the Golf Channel, which sees Faldo and Azinger compete in pursuits like poker and fishing. The show, titled Faldo-Azinger Captains Challenge Presented by Citi, will air beginning this week.
The Golf Channel, along with NBC and ESPN, will also show ads featuring the two playing golf against each other.
Citi’s mentoring concept is also being introduced across NASCAR, college football, major league baseball, cricket (in India) and soccer (in the U.K.).
The mentoring sponsorship program is a deviation from traditional sports sponsorships, which tend to see companies putting their money behind proven sports celebrities rather than rookies who may or may not make it big.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Only 28% of the audience of an average news program, website or magazine gets valuable information about products and services advertised there, making news venues less effective at conveying ad messages than all forms of media combined (see chart), according…
Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
When the snow clears, a gift idea from Target is revealed. Users…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
Conde Nast is removing Flip.com as an applicationon Facebook come Dec. 16. The website will also be shut down.
Flip launched in 2007 as an online scrapbooking site, reaching 300,000 users. But it failed to sustain the growth Conde Nast…
Effective immediately, any telemarketing call that delivers a prerecorded message must include a quick and easy way to opt-out of receiving future calls. The opt-out must work both for consumers who answer these calls in person and for those whose…
