MarketingProfs

MediaBuyerPlanner: The Latin Grammy Awards, headed to Madison Square Garden on November 2, is looking for five corporate sponsors in the wireless, automotive, financial services, retail and apparel categories. Univision will broadcast the show in Spanish.
NYC Marketing and NYC Big Events are using the same model it developed to land $4.5 million worth of sponsorships across 14 brands to bring the Country Music Association Awards to New York City, Promo Magazine reports. Like the CMA Awards, the agency plans to celebrate the Latin Grammy Awards via promotions and other festivities in New York and in key Hispanic markets nationwide.
“With the event coming to New York, advertisers are seeing the best way to jump on and create a big program,” said Jim Donofrio, senior VP-sales and partnerships for NYC Marketing.
Heineken and Clinique are existing Latin Grammy Award sponsors. Sponsorship packages include national activation to reach Hispanic consumers nationwide, Donofrio said.
In the wireless category, NYC Marketing is in discussions with Verizon Wireless, Cingular and Sprint. In financial services, the agency is discussing deals with Bank of America, Washington Mutual and Citi Group. In the automotive category, NYC Marketing is working with Chevrolet, Nissan and Ford. At retail, Wal-Mart and Target are in discussions for a sponsorship package. In the beverage category, the agency is in discussions with Coca-Cola and Pepsi. The agency is also in discussions with top apparel companies, including Tommy Hilfiger, Ralph Lauren and the Cotton brand to develop a sponsorship deal around the event.
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