Cause Marketing

All cause marketing is a form of co-branding. But one kind of co-branding is far less common in cause marketing than in sports sponsorship, namely the kind of co-sponsorship you see at the left in this page from a Shopko sales flyer. The sports folks have long been very good at mashing up sponsors. The Tostitos Fiesta Bowl, for example, could be sponsored by Ford. The Kraft Fight Hunger Bowl could be presented by Dasani water. Stateside local sports arenas… especially for pro sports… are almost certainly named for a sponsor; Wrigley Field, Rich Stadium, Coors Field, MetLife Stadium, etc. Inside each of these facilities are hundreds of square feet of advertising for non-competing brands. So while you might see ads for five or six car dealers, Coors’ naming rights allows them to exclude Budweiser at Coors Field in Denver. Likewise, there’s no Coors sold at Busch Stadium in St. Louis. [Kate B. in Louisville tells me that the State of Missouri has a "law that establishments serving li...