Consumers are more frequently reaching for a water as their drink of choice and as a result the water category has seen a steady increase in sales. Research company Mintel, reported that bottled water sales increased 6.4% to 15 billion in 2015. With gr

To promote the upcoming Formula E ePrix in New York City, Giants wide receiver Victor Cruz stars in this new spot for the race. 

#1 Tostitos Partners with MADD and Uber to Offer “Safe Party” Bag During the Super BowlFor next week’s Super Bowl LI, Tostitos will be offering consumers a “Safe Party” bag, which comes equipped with a sensor connected to a microcontroller, cali

On January 10th, it was revealed that FIFA had unanimously voted to expand the World Cup format from a 32-team tournament to a 48-team tournament. FIFA has already forecast that the expansion will result in an extra $1 billion in revenue due to increa

Gatorade is promoting their Gatorade Bars with this new spot featuring the song "All of the Lights" and an appearance from Gatorade endorser, Serena Williams. 

#1MasterCard Brings Happiness to the Australian OpenMasterCard is serving happiness as the official partner of the Australian Open. Playing on the theme of happiness, MasterCard are bringing their campaign to life through digital, onsite, and social acti

As part of our Industry Spotlight feature, S&E sits down with sponsorship professionals from all sides of the business to hear their stories and insights on emerging trends and best practices. This week, S&E met with Richard Wong, the Vice-President of

Courtyard Hotels continues their interview series with comedian Ben Schwartz and various NFL players. This edition profiles NFL Man of the Year, Thomas Davis. 

#1Pacific Pro Football League for Non-NFL-Eligible Players to DebutA group of stakeholders, including Tom Brady’s agent Don Yee, and former NFL receiver Ed McCaffrey, have announced the formation of the Pacific Pro Football League. The new league will i

Most examples in-market of celebrities or athletes engaged with a brand are the result of a deliberate and formal endorsement relationship. However, in some instances, an athlete or public figure may be seen using a product or service without any forma