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Sponsorships are worth nothing to companies if they can't activate in ways that engage fans. Thursday, the NBA's official quick service restaurant, Taco Bell, is launching the NBA Big Box. There are six boxes in total, three from the Eastern Conferen...

It's not too late for Cam Newton to become a big marketing star, but he'll need a little help from his friends -- or, in this case, his teammates. "The main thing for Cam Newton when it comes to his marketability is, first and foremost, winning,"...

Although you might know where Tiger Woods or Rory McIlroy are on the leaderboard at The Players Championship, you probably don't know about everything going on behind the scenes at TPC Sawgrass. For example, on Monday, while the golfers were out play...

The SEC Network will become the fourth conference network to launch when it goes on air in August 2014. With it will come the fourth model for creating a conference network on cable television. The first conference network to launch on cable telev...

The odds of owning a horse who races in the Kentucky Derby are pretty slim. All Derby horses are 3-year-olds, meaning each horse has just one chance in its lifetime to race the Kentucky Derby. According to the Churchill Downs communications departmen...

Tim Tebow finds himself in a very different place today than this time last year. He is no longer playing in New York, and he occupies a very different place in the marketing landscape. Just 12 short months ago, Tebow was coming off a season with...

Lost in the chatter about the new uniforms adidas created for some of its partner schools during March Madness: the fact that 17 schools terminated or suspended their contracts with the apparel giant. What did adidas do to raise the ire of so many...

For months now, players such as D.J. Hayden and Lane Johnson have been training for this. They perfected their 40-yard dash time for the NFL combine, met with sports psychologists and learned how to cook themselves nutritious meals. In gyms and train...

Social media nights are nothing new for MLB teams. Most teams have at least one on their promotional calendar this year. Although each team does things a bit differently, they generally include discounted tickets for the team's social media followers...

Unfortunately, it's not as simple as, "If you build it, they will come." The Miami Marlins are learning the hard way that fans care more about what they see on the field than the ballpark in which the team plays. The Marlins spent the first year i...

With the Major League Baseball season getting underway this week, there are plenty of opportunities across the country for you to take in a professional sporting event without emptying your wallet. If you're military personnel, a veteran, first respo...

Every March grown adults anxiously anticipate a Cinderella story. This one doesn't have a glass slipper or a fairy godmother, but it's no less a fairytale than Disney's classic princess story. This year, Florida Gulf Coast has been cast in the rol...

What can the secondary ticket market tell us about March Madness? Although these are neutral-site contests, there might be a few teams with a home-court advantage this weekend. At the East Regional, StubHub says to expect to see a lot of Syracuse ...

The former Big East and ESPN have announced they've reached an agreement on a new television contract. According to ESPN's Brett McMurphy it'll be worth $126 million over seven years. Football in the former Big East conference continues to be pai...

The debate over a college football playoff has often included a comparison to March Madness, which playoff proponents herald as a shining example of fairness. Although the basketball tournament is indeed inclusive, taking at least one team from every...

As the SEC tournament got under way last night, many across the country noted the sparse attendance in Bridgestone Arena. Given that the games featured the four lowest seeds in the tournament, you might not think there's cause for concern. That is un...