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|Articles - April 2011|
|Wednesday, March 23, 2011|
Page 3 of 4
“The Timbers have been a fantastic organization to work with,” Adidas soccer business unit director Antonio Zea says. “We can’t play favorites, but by fact of proximity, we link with the team as much as possible.” Adidas has hosted press conferences with the Timbers to raise awareness of the team, the league and the brand. “People don’t know our headquarters is in Portland,” Zea says.
As the leading global soccer brand, Adidas is working with MLS to raise soccer’s profile in this country through sponsorship of local tournaments and clubs. The majority of soccer products sold by Adidas are to youth, according to Zea. “If you look at the pyramid of who’s playing, the base is 8- to 12-year-olds.” If these kids or their parents then decide to buy jerseys like their favorite pro players wear, all the better. And while Zea couldn’t confirm that the Timbers green home jersey was the best-selling jersey in MLS these days, he did say it’s a “top seller” with a proud grin.
Across the front of that green jersey are the white letters of the Timbers’ sponsor, Alaska Airlines. “This is the biggest sponsorship in our history, without exception,” says Alaska's managing director of marketing and communications Greg Latimer. “It was not an overnight decision.”
When MLS announced in March 2009 that the Timbers would be an expansion team, sponsorship of the team was on the airline’s radar, but “our financials were not in place at the time,” Latimer says. “It became more front-burner when we realized we had a problem in Portland. We were not performing as well as we should as an airline, financially.” Sponsorship of the Timbers, a community-minded sports organization with a rabid fan base, “allowed us to tell the Portland market ‘you matter to us,’” Latimer says.
The sponsorship extends beyond the season, with marketing efforts like painting an airplane with the Timbers colors and logo. Alaska Airlines signed a four-year deal with the Timbers, and the 2,300 Alaska Airlines employees in the Portland area are thrilled. “Even the non-soccer people are buying jerseys,” Latimer says.
All this brand visibility, including a billboard on Interstate 84, could generate what’s known as “activation” in sponsorship circles. The hope is to sign more travelers up for Alaska and Horizon credit cards and frequent-flier programs. The airline is doing its part to continue the community connection, too, by sponsoring Corners for Kids, which donates up to 40,000 miles per Timbers corner kick to the Children’s Cancer Association for families that need to travel while dealing with illness.
Tuesday, July 14, 2015
The Big One serves as an allegory for Portland, a city that earns plaudits for lifestyle and amenities but whose infrastructure is, literally, crumbling.
Thursday, June 18, 2015
While most categories of commercial real estate have performed well, one of the most robust has been apartment buildings.
Monday, July 13, 2015
BY KIM MOORE
A conversation with Greg Lambert, president of Mid Oregon Personnel Services.
Thursday, June 11, 2015
In 2014, total revenue for camping and day use in Oregon State Parks was a little more than $17 million. That figure may even higher this year "because we've had exceptionally nice weather," Hughes says.
Tuesday, June 23, 2015
Oregon’s new marijuana law is expected to lead to a bevy of new business opportunities for the state. And not just for growers. Law firms, HR consultants, energy efficiency companies and many others are expected to benefit from the decriminalization of pot, according to panelists at an Oregon Business breakfast meeting on Tuesday.
Friday, July 17, 2015
Photographer Jason Kaplan takes a look at Murray's Pharmacy in Heppner. The family owned business is run by John and Ann Murray, who were featured in our July/August cover story: 10 Innovators in Rural Health Care.
Wednesday, July 15, 2015
We asked readers to weigh in on the fossil fuel-green energy equation.
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|Downtime with Debra Ringold|
|Washington to add 7 cents to gas tax|
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|Amazon earns $92M in profit|
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Court experience helps legal firm anticipate potential problems for clients and prevent expensive litigation.
When Garmin AT needed to consolidate operations for its 550 employees, it scanned its entire corporate map for possible sites.
The technology industry is always in flux. And this rapid rate of change poses challenges to companies ranging from nimble startups aiming to make their mark to established organizations fighting to remain relevant. This is particularly true in the competitive digital display market, where an Oregon company has been at the forefront of nearly every major breakthrough in the last three decades.
A look back at the shifting sands of Portland’s growth and development.
Robert S. Wiggins has joined Lane Powell as a Shareholder in the Corporate/M&A Practice Group. Wiggins is a well-known lawyer, entrepreneur, and investor with more than 30 years of experience leading and advising established and emerging companies in the Pacific Northwest. Wiggins will focus his practice on offering outside general counsel services, including general corporate and board representation, business transactions and capital events.
DEDICATION PARTY: Help the Port of The Dalles celebrate its newest shovel-ready industrial land Friday, July 31, from 1:30 to 4 p.m.