2019-09-23
TransPerfect-Sponsored Extreme Athlete Michele Graglia to Begin World Record Run Across the Gobi Desert
Ultramarathoner Aims for Second Guinness World Record in Leg #2 of the TransPerfect 4x4 Desert Crossing ProjectTransPerfect, the world's largest provider of language and technology solutions for global business, today announced the opening of the second leg of the TransPerfect 4x4 Desert Crossing Project, a global series of desert-crossing runs that will cover the Atacama, Gobi, Sahara, and Antarctic deserts over a four-year period. For the second leg of the series, extreme athlete and ultramarathoner Michele Graglia will attempt to become the first person to run across the full length of the Gobi Desert.TransPerfect is the lead sponsor for this initiative, the second in a four-run series that Graglia is in the process of completing. As part of its sponsorship, TransPerfect and its employees will help promote the run in advance as well as offer on-site support with personnel and equipment. The company is sending a group of employees to Mongolia to accompany Graglia's professional support team as they make their way across the desert. They will also take video and photographs and provide social media updates to document this historic run.The Gobi Desert spans 1,295,000 square kilometers (500,000 square miles) and covers parts of northern China and southern Mongolia. Graglia's route will start in Bayandelger, Mongolia, on Friday, September 20, and he plans to run approximately 90 kilometers each day to achieve the goal of completing the roughly 2,000-kilometer east-to-west route in under 30 days. While there are existing records for running parts of the Gobi, it is believed that this is the most ambitious crossing of the Gobi ever attempted, both in distance and time, as it covers the desert's entire length—a feat never before recorded.Graglia is one of the world's most successful ultramarathoners, regularly competing at the world's highest level for races of more than 26.2 miles, winning events such as the Badwater® 135—considered "The World's Toughest Foot Race"—one of the most prestigious titles on the ultramarathon circuit. Graglia has won multiple ultramarathons and broken more than seven course records since 2012.In 2018, Graglia completed the first leg of the TransPerfect 4x4 Desert Crossing Project, setting a Guinness World Record by running across Chile's Atacama Desert in 8 days, 16 hours, and 58 minutes.Graglia commented, "Having TransPerfect behind me as we completed the Atacama crossing together last year was a huge part of our success in that effort. I am so grateful that they've continued to support me, both financially and spiritually, and I feel prepared and excited for the immense challenge that the Gobi crossing will present."TransPerfect President and CEO Phil Shawe noted, "The strength of mind and body Michele exhibited in setting the record for his Atacama crossing last year was awe-inspiring and further elevated his status as one of the world's elite athletes. Even more impressive than his physical accomplishments is his motivating and selfless character—he lives to lift up others. TransPerfect is honored to support and participate in his crossing of the Gobi Desert."Graglia's progress can be followed in real time via GPS live tracking: https://eur-share.inreach.garmin.com/BCFP5FACEBOOK: https://www.facebook.com/MicheleGragliaOfficial/INSTAGRAM: @mickeygragliaClick here to view TransPerfect's profile....
2019-09-23
Heineken Brands Build U.S. Sports Strategy With Focused Increments
As a global beer brand, Heineken is invested heavily in soccer – the brand is making the same play in the U.S.The world’s No. 2 beer company doesn’t have the same clout in the U.S. – a 3.5% market share – so rather than exploring deals across all sports, Heineken and its subsidiary brands are taking a much more targeted approach to sports marketing, said Quinn Kilbury, Heineken USA head of partnerships and consumer partnerships. Anheuser-Busch InBev and MillerCoors have 40.8% and 23.5% market share, respectively, according to the National Beer Wholesalers Association.“In the U.S., we’re a niche premium player, so we have to pick our spots,” Kilbury said. “We had the global soccer halo through our partnership with Champions League, so it made sense when we had the chance to go with the MLS.”  With the umbrella of the partnership with the top U.S. soccer league, Kilbury said the overall partnership also works harder for the brand as it partners and activates with more with individual teams. Heineken now also has partnerships with 14 MLS teams. Kilbury said becoming foundational partners of teams like Atlanta United, LAFC and Inter Miami were important in cementing the legacy as a soccer brand in the U.S.Having local team connections to communities where Heineken already has a strong market share or potential for growth has been the objective, and the 14 MLS team partners satisfy those parameters for the time being, Kilbury said. While they won’t say no to conversations, Heineken is fairly content with the current 14 team markets.“There are some markets that just don’t make sense to compete in,” he said. “Now it’s doing more with what we have. We have all these; let’s invest deeper.”The hope is that Heineken market share in the U.S. will grow as soccer as a sport grows in the U.S. – and as Kilbury says, depending on the data it’s the fastest growing sport in the country – because the association is so strong.The approach to hitting the soccer market makes sense in regards to its global investment into soccer, and will help Heineken dominate the U.S. soccer beer market, said Nick Watanabe, assistant professor of sport and entertainment management at the University of South Carolina. However, that could be a dead-end in securing wider brand recognition and market share.“In the short term, it makes sense, but if they only stick to soccer it won’t compete with the viewership of all the other sports,” said Watanabe, who added MLS heats up when there’s also college football, NFL, NBA, NHL, and MLB playoffs. “It also depends on the market objective. If their focus is, ‘let’s breakthrough with soccer fans,’ then they’re on the right track.”To further cement itself as the beer brand of U.S. soccer fans, Wantanabe said it’d be wise for Heineken to nab the U.S. soccer teams – which are currently held by Budweiser in the beer category.Heineken isn’t blind to the idea of the massive sports market and how easy it is to get lost in the noise, but that’s exactly why the company has come up with its partnership strategy in the U.S. Budweiser, specifically Bud Light, and MillerCoors have a significant name recognition advantage in the U.S. and spread their marketing dollars across sports, which makes it hard for a brand like Heineken to break in, if it wanted to.“They’re doing good work and spending a lot of money, but it’s hard to be known for one thing,” Kilbury said. “That’s where our advantage is and that’s why you see us focusing. We have to focus in a way that’s clear to fans. We know soccer, we put a lot behind it on a global perspective and it hopefully feels more authentic because you don’t see us when you’re watching the NFL or other sports.”One caveat in “other sports” is tennis, as Heineken is a long-time partner of the U.S. Open. That partnership, Kilbury said, is more about being part of a cultural moment.Beyond targeting soccer, Heineken is also making a play for college football – through the Dos Equis brand – using the same strategy. Recognizing college athletics is a late bloomer when it comes to beer partnerships, especially premium import brands, the company partnered Dos Equis with the College Football Playoff.From there, Dos Equis is filtering through colleges within its strong markets – generally speaking to alumni and older fans rather than the student bodies. Grabbing partnerships with strong college football programs like Alabama and Florida were key moves, as was North Texas.Kilbury concedes North Texas might seem like an odd fit when it comes to college football, but considering Texas makes up 40% of the brand’s U.S. market, it makes much more sense. Kilbury said unlike the Heineken-soccer connection, there was no natural connection with Dos Equis and football, aside from it is consumed in the setting already.“It’s a great way to expand to new markets and natural because if you’re a fan of Alabama and had heard of Dos Equis, but maybe never drank it, it’s a good way to connect,” he said. “It’s incremental and we try to position it as a fan.”The Dos Equis movement in football has been as quick as possible, but there are challenges, partly because many colleges aren’t open to beer partnerships. The ecosystem is also a challenge because the college landscape is just so large.“You can’t own college football as a beer brand,” Kilbury said. “We do think you can develop a relationship at a local level by being part of the fanbase.”There’s plenty of growth potential in college football, and Kilbury said there’s likely more coming in the next 12-18 months.Heineken has several other major beer brands in its portfolio as well, like Tecate and Amstel Light, and Kilbury said partnership moves will be made as they make sense. Although few will seem as natural as the MLS partnerships that extend from Heineken’s already global soccer connection.“It’s simple,” he said. “Too often you try to do hard things. This one, there’s nothing we do that works as naturally and seamlessly. It’s hard to be a national partner and have 14 local teams go so smoothly, but it’s a natural fit.”Article by Pat Evans as posted on Front Office Sports.Click here to view Heineken's profile....
2019-09-20
GEICO Official Insurance Company of Biketoberfest® October 17-20, 2019
Biketoberfest® is pleased to announce its continued partnership with longtime event sponsor GEICO Motorcycle for the 27th annual motorcycle rally, October 17-20, 2019."GEICO has been a major sponsor of Biketoberfest® since 2013, and we are thrilled to have them onboard again this year," said Kay Galloway, marketing and design director for the Daytona Beach Area Convention and Visitors Bureau. Held every October in Daytona Beach, Florida, more than 125,000 motorcycle enthusiasts come together to enjoy beautiful Florida weather, live music, motorcycle racing at Daytona International Speedway, and miles of scenic rides along famous A1A, historic Main Street or the scenic Loop.This year, the Official Biketoberfest® Welcome Center presented by GEICO will be located at ONE DAYTONA, directly across from Daytona International Speedway. The Welcome Center will be on the corner of Checkered Flag Boulevard and Daytona Boulevard where rally goers will be able to pick up their free official Biketoberfest® pins, posters, poker chips, and visitor information.More information, including where to stay, events, and more is available at Biketoberfest.org.Click here to view GEICO's profile....
2019-09-20
Ardene partners with ME to WE to support WE Well-being
The new program empowers young people to promote their own well-being and mental healthCanadian retailer Ardene and ME to WE, an award-winning social enterprise, have launched a national campaign to support WE Well-being – a program led by WE that aims to build awareness and provide everyday actions to support lifelong social, emotional, physical, and mental well-being of young people across North America. From September 19 until World Mental Health Day on October 10, Ardene will donate $1 to WE Well-being for every post made during that time using the hashtag #ardenegetsreal. Simultaneously, Ardene stores will collect $1 donations at checkout. One hundred percent of proceeds raised during the campaign will go to support WE Well-being.Through the campaign, entitled Self Care IRL (an acronym for "in real life," a reference to life offline), Ardene and ME to WE aim to start a self-care movement that encourages followers to share how they "self-care" on social media. Followers who step up to the challenge will be automatically entered to win tickets to WE Day Vancouver, taking place Tuesday, October 19, 2019 at Rogers Arena. WE Day is a celebration of social good that takes place in 15 cities across North America, the U.K. and the Caribbean.News of the partnership was announced today at WE Day Toronto by campaign ambassador and American actress, Jenna Ortega. "You need self-care in order to step back, take a much-needed breath and get ready to get back into the daily routine." Ortega commented on the campaign. "I think everybody needs a break. I do not think there's a better time to encourage people to appreciate and respect themselves.""Self-care and mental well-being are important issues for young people today." stated Ardene COO Mark Dervishian. "As a brand, and through our partnership with WE, we are in the perfect position to spread the word and provide customers with educational tools and resources to promote their well-being." Ardene – whose primary customers include Generation Z girls aged 14-24 – stands behind empowerment and positivity not only through its campaigns, but also through its entire organization.Ardene is one of the first Canadian retailers to launch an internal mindfulness program for its employees, emphasizing that well-being is a central competency for everyone. The retailer offers volunteer hours for its entire workforce, and a voluntary donation-matching program that supports WE Charity."We are honoured to partner with Ardene to bring this vital program to young people," said Roxanne Joyal, CEO, ME to WE. "We know that 70 per cent of mental health problems have their onset during childhood or adolescence, and together with Ardene we will empower young people with the tools and resources to nurture and promote not only their own well-being but that of their community."Ardene and WE forged a partnership in 2018, and together have promoted several ME to WE products, whose proceeds support the work of WE Charity, empowering domestic and international change. In 2019, Ardene relaunched its Basic Collection in partnership with ME to WE, directing proceeds to WE Well-being and helping customers to do good while they shop. Customers can even see where their contribution is going through ME to WE's Track Your Impact program.To date, through the Ardene and ME to WE partnership, more than 46,500 global impacts have been made in Kenya through WE Charity. These impacts include providing access to education, clean water and healthcare, providing children and families with healthy meals and providing women with access to financial tools, empowering them to generate income and accrue savings for their families.To find out more about the Self Care IRL campaign and how to participate, follow @ardene and @MEtoWE on Instagram.Click here to view Ardene's profile....
2019-09-20
Lightlife and Los Angeles Rams Team up in First-of-its-kind Partnership
Greenleaf Foods, SPC, and its category-leading brand Lightlife Foods (“Lightlife®”), the #1 refrigerated alternative protein brand in U.S. retail, announced today that Lightlife will be the first plant-based food brand to partner with an NFL team. As part of this partnership, the Lightlife® Burger will be available at Los Angeles Rams home games this season. On gamedays and beyond, Lightlife plant-based protein products will be featured in the Rams Game On! Program at Albertson’s, Vons, and Pavilions. To support the program, Rams fans will have a chance to win unique prizes and experiences through a sweepstakes with Lightlife. The experience includes game tickets and pregame field passes to the LA Rams vs. Seattle Seahawks game on December 8, and Rams autographed merchandise. For more information and to enter visit enterpromo.com/ramslightlife starting on September 13.“Lightlife is proud to be the first-ever plant-based brand to partner with an NFL team,” said Dan Curtin, President and CEO of Greenleaf Foods. “Here at Lightlife we are committed to offering Los Angeles Rams fans a delicious plant-based option that they can enjoy from tailgate to touchdown.”“The Los Angeles Rams strive to offer a variety of options for our fans,” said Jason Griffiths, VP of Partnerships for the Los Angeles Rams. “Partnering with Lightlife was a natural fit in enhancing gamedays for our fans.”The Lightlife® Burger available at Rams games will feature shredded lettuce, fresh sliced tomato, cheese and secret sauce on a soft potato bun. The Lightlife® Burger delivers the sensory experience consumers crave from beef but is made of plants. Unlike other plant-based burgers, the Lightlife® Burger has no GMOs, soy or gluten and is made with fewer and more familiar ingredients—such as beets and pea protein.To kick off the partnership, Lightlife will be sampling their burger from their food truck in Rams Fan Fest prior to the Rams home opener against the Saints on September 15 as well as select subsequent games.Fans who can’t make it to a game can find the Lightlife® Burger and other products from the new Lightlife plant-based meat line at participating grocery stores across California, including Albertson’s, Safeway, Vons and Sprouts. Created with culinary expertise and balanced nutrition, the Lightlife® Burger is the hero of a new pea protein-based product line that also includes Lightlife® Ground, Lightlife® Bratwurst Sausage, and Lightlife® Italian Sausage.For more information on Lightlife, visit lightlife.com and follow @LightlifeFoods on Facebook, Instagram and YouTube. To learn more about the Los Angeles Rams, visit therams.com.Click here to view Lightlife's profile....
2019-09-19
Oranj Will Rock Out for Charity as VIP Sponsor at Eighth Annual ALTSO Rocktoberfest-Chicago
Financial services colleagues invited to enjoy a night of rock & roll to raise funds for free orthopedic care for children in need.Oranj, a free end-to-end wealth management solution that helps independent financial advisors streamline business and create a collaborative digital experience for their clients, announced that they will rock out for charity as a VIP Sponsor of the eighth annual Rocktoberfest in Chicago benefitting A Leg To Stand On. ALTSO is a nonprofit organization working in developing world countries throughout Asia, Africa, and Latin America, brings free orthopedic care to children whose families cannot afford treatment and prosthetic limbs.At the eighth annual Rocktoberfest-Chicago, Oranj and ALTSO are partnering to unite a select group of financial services professionals and fintech colleagues for a night of rock & roll and acoustic music to raise money to provide free prosthetic limbs, orthotic devices, and properly fitted wheelchairs for children. The 2019 Rocktoberfest-Chicago is being held Oct. 10, 2019, at the City Winery, 6 p.m. to 11 p.m.The Oranj house band, Oranj Crush, will be performing. Band members include:●  Lauri Hofherr, Head of Product Development, Oranj - Guitar and vocals●  Jennifer Manske, Client Success Manager, Oranj - Vocals and keyboards●  Kevin Thomas, Software Engineer, Oranj - Guitar and vocals●  Clay Wilson, Associate Product Manager, Oranj - Bass guitar●  Max Albekier, Technical Support Specialist, Oranj - Percussion●  Mike Johnson, Head of Engineering, Oranj - GuitarRocktoberfest fundraisers are also held annually in NYC and London. Oranj will also support the 16th annual ALTSO Hedge Fund Rocktoberfest-NYC being held Oct. 24, 2019 at the Hard Rock Café from 6 p.m. to 12 a.m."We are an enthusiastic sponsor and heartfelt supporter of ALTSO," said David Lyon, founder and CEO of Oranj. "ALTSO and Rocktoberfest are a great fit for Oranj. We love helping children, music is the backbone of our culture, and we're part of the financial industry. We've been sponsoring Rocktoberfest and holding fundraisers for ALTSO since 2017, and every year our support grows. It's a company-wide passion and all our employees participate.""We hope our colleagues in the financial industry will join us as a sponsor or attendee at Rocktoberfest-Chicago to help ALTSO," continued Lyon. "You can't find a finer, more gratifying charity to help make a difference in the lives of children. ALTSO provides mobility for children, which in turn brings them empowerment, self-esteem and the chance to pursue their dreams."Throughout the past three years, Oranj has held Casino Night fundraisers for ALTSO at Oranj's music-themed office in Chicago. This year Oranj also hosted a pre-Rocktoberfest fundraiser highlighting the "CoolKids" of ALTSO with a World Wine Tasting event that featured wines and food pairings from around the globe.Click here to view Oranj's profile...
2019-09-19
Dream Water Announces Global Partnership With Hockey Superstar Auston Matthews
Dream Water today announced a multi-year partnership with NHL superstar Auston Matthews of the Toronto Maple Leafs. The first pick overall in the NHL 2016 Entry Draft, Matthews was named Rookie of the Year (Calder Trophy) for the 2016-17 season and is a three-time All-Star."A proper night's sleep is not a luxury, but rather a key component of my ability to perform at the top of my game," said Matthews. "I have been consuming Dream Water for well over a year, and am a true believer in the product. I am excited to be working with the Dream Water team."The partnership will be used to launch a North American wide brand campaign featuring Matthews in the Fall of 2019. Auston's likeness will feature across all digital and social media platforms as well as for retail promotion and in-store point of purchase material. "We are tremendously proud and excited to associate Dream Water with a true hockey superstar in Auston Matthews" said Grant Froese, Chief Executive Officer. "We believe that this partnership will substantially increase the awareness of how our natural Dream Water sleep-aid helps consumers perform to their full potential after a great night's sleep," Mr. Froese added. Click here to view Dream Water's profile....
2019-09-19
OK Tire announces four-year partnership with Hockey Canada
Partnership supports Team Canada and local communities nationwideOK Tire is proud to announce the beginning of a four-year partnership with Hockey Canada. The partnership is a natural next step in OK Tire's commitment to community engagement and support across the country. Through the agreement, OK Tire will be the exclusive official auto service and tire retailer of Hockey Canada and Team Canada.Hockey Canada is the not-for-profit governing body for amateur hockey in Canada, from the grassroots levels to the Olympic Winter Games. The organization supports over 750,000 players, coaches and officials across Canada, and operates national teams that compete around the world every season. The organization also works to develop programs that make hockey accessible and affordable for local communities through its mission to lead, develop and promote positive hockey experiences throughout the country.OK Tire will work with Hockey Canada on various grassroots programs in communities from coast to coast. These programs may include community grant initiatives, and recycling and environmental initiatives, and will be supported by the Hockey Canada Foundation, along with OK Tire and their partner, Bridgestone."With over 300 OK Tire locations across the country that are all independently owned and operated, the heart of OK Tire is our owners and employees, living in the communities they serve," says Jim Caldwell, president and CEO of OK Tire. "Partnering with Hockey Canada makes perfect sense as the organization shares the same values of community, family and being proudly Canadian as OK Tire. We are looking forward to working together with Hockey Canada to support local communities across the country and celebrate the unifying power of sports.""Hockey Canada is proud to welcome OK Tire to our family of corporate partners. We look forward to collaborating on initiatives that will encourage participation in grassroots hockey programs across the country," said Mike Ross, chief business development office for Hockey Canada. "Through this partnership, OK Tire will have the opportunity to engage with Canadian hockey fans. We know this partnership will be beneficial to both parties as we continue to encourage participation in the game."The alliance with Hockey Canada will be OK Tire's largest-ever sports partnership, and it is excited to expand on supporting cities and having a platform for local OK Tire owners and staff to engage with the strong hockey community across Canada.Click here to view OK Tire's profile....
2019-09-18
Toyota Extends Sponsorship Of Bassmaster Events Through 2023
B.A.S.S., the world's largest fishing organization, and Toyota have renewed their longstanding, 16-year partnership for four more years. An exclusive sponsor of the B.A.S.S.-owned Bassmaster Tournament Trail since 2004, Toyota will continue through 2023 as a Platinum-level, exclusive Automobile/Truck and Mobility partner."Toyota is thrilled to continue our exclusive partnership with B.A.S.S. into 2023," said Matt Ozawa, engagement marketing manager, Toyota Motor North America. "What began as a partnership to help launch the Tundra 16 years ago has evolved to Toyota now serving as the Official Vehicle of B.A.S.S. It's truly a great fit for Toyota and continues to excite fans across the country.""B.A.S.S. is looking forward to four more years with Toyota," said Bruce Akin, CEO of B.A.S.S. "This partnership will give Toyota elevated exposure to our growing audience of the world's best bass anglers and fans, who learn about Toyota onsite at our events and through our award-winning media properties. Plus, our angler competitors are excited about the opportunity to continue participating in the Toyota Bonus Bucks program."The popular Toyota Bonus Bucks program offers cash prizes to eligible anglers who tow their boats with a qualifying Toyota vehicle.The agreement includes Toyota sponsorship of the 50th Bassmaster Classic, as well as the Bassmaster Elite Series, Basspro.com Bassmaster Opens Series, Carhartt Bassmaster College Series presented by Bass Pro Shops, Mossy Oak Fishing High School Series presented by Academy Sports + Outdoors and the grass-roots T.N.T Fireworks B.A.S.S. Nation regional and championship tournaments.For bass fishing fans attending Elite Series events, Toyota will continue with its family-friendly activities and Toyota vehicle displays.Besides its strong presence at Bassmaster events, Toyota will continue garnering prime visibility in B.A.S.S. multimedia platforms. They include Bassmaster Magazine and B.A.S.S. Times, the popular Bassmaster.com website, Bassmaster social media and the award-winning TV show, The Bassmasters, which airs on ESPN2 and The Pursuit Channel.Click here to view Toyota's profile....
2019-09-18
Aon expands global golf platform, launching Worldwide Partnership with The Ryder Cup
- Global broadcast integration will highlight key risk/reward moments throughout tournament, authentically showcasing Aon brand and delivering unique insights for fansThe Ryder Cup and Aon plc (NYSE: AON), a leading global professional services firm providing a broad range of risk, retirement and health solutions, have announced a multi-year agreement establishing Aon as a Worldwide Partner of The Ryder Cup.Beginning in 2020, The Ryder Cup and Aon will introduce a multi-platform partnership that focuses on the risk reward narrative which is so authentic to the event and includes the introduction of a new award that celebrates the defining moments at the Ryder Cup. This first-of-its-kind innovation will add yet another level of excitement to the greatest team competition in golf. In addition, the partnership will see the integration of Aon risk/reward insights into the global broadcast and exclusive onsite hospitality for Aon clients and colleagues.Working in conjunction with Ryder Cup broadcast partners NBC, Golf Channel and Sky Sports, Aon will showcase the defining moments of the tournament and give fans an 'inside the ropes' look at how captains and players work together to develop a winning strategy that maximises team performance."Aon is known around the world as a trusted advisor because their insights consistently provide clients with a competitive edge," said Seth Waugh, PGA of America Chief Executive Officer. "We are excited that both teams and the fans will benefit from and enjoy Aon's partnership during the next three Ryder Cups.""We are delighted to welcome such a prestigious company as Aon to the partner family of the Ryder Cup," said Guy Kinnings, European Ryder Cup Director. "For many years Aon has helped and guided companies and individuals make the right decision – and we feel we have followed suit with this partnership. We look forward to working with them in Wisconsin and, of course, in the build-up to our next 'home' Ryder Cup in Italy in three years' time.""When you have the opportunity to innovate alongside The Ryder Cup, it's really special," said Andy Weitz, Chief Marketing Officer, Aon. "The Ryder Cup is one of the most iconic sporting events in the world and the decisions that are made on the course, make history. We're excited to highlight how those strategic decisions are made and share those insights with our clients, colleagues, and golf fans around the world."Aon's partnership with The Ryder Cup includes the 2020 Ryder Cup at Whistling Straits in Kohler, WI; the 2022 Ryder Cup at Marco Simone Golf and Country Club in Rome, Italy; and the 2024 Ryder Cup at Bethpage Black in Farmingdale, NY.Click here to view Aon's profile....