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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.
Friday, February 27, 2015
VIDEO: 2015 100 Best Companies to work for in Oregon
Wednesday, April 01, 2015
BY LINDA BAKER
Leaders in Oregon's ag sector gathered this morning in Portland’s Coopers Hall winery/taproom to discuss the role of the region as an export gateway, impediments to exporting products and solutions to containerized shipping challenges.
Thursday, April 09, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
Bend has reclaimed its prerecession title as one of the fastest growing cities in the country.
Monday, April 27, 2015
BY JACOB PALMER
As a general rule, the more people with autism can be provided with visual cues, the better they will be able to understand and manage their environment. It’s a lesson Tom Keating learned well. The 61-year-old Eugene grant writer spent 31 years taking care of his autistic brother James, and in the late 1980s developed a spreadsheet that created a series of nonsense characters that grew or shrank depending on how much money James had in his account.
Monday, April 27, 2015
BY LINDA BAKER
Oregon already ranks as the nation’s second largest generator of hydroelectric power. (Washington is No. 1). Now an elegant new installation in Portland is putting an unconventional, sharing economy twist on this age-old water-energy pairing. The new system, launched this winter, uses the flow of water inside city water pipes to spin four turbines that produce electricity for Portland General Electric customers.
Thursday, March 26, 2015
BY JACOB PALMER
Power lunching at the Court Street Dairy Lunch in Salem.
Wednesday, March 04, 2015
BY JACOB PALMER | OB DIGITAL NEWS EDITOR
On Wednesday night, a couple days ahead of the 2015 season kickoff, Major League Soccer and the Players Union reached an agreement.
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A new report highlights how Oregon bankers are giving back to their communities.
Since 1932 Tidewater Transportation & Terminals (operating as Tidewater Barge Lines and Tidewater Terminal Company) has operated a multicommodity transportation and terminal company based in Vancouver, Washington. The friendly expression on the company’s shipping containers reflects the attitude of about 330 safety and community-conscious employees but belies how complicated the barge business really is.
The Port of The Dalles has run marine facilities since the 1930s, but they are part of a larger mission to strengthen the local economy. They focus on regional economic development with a strong bent toward adding good-paying jobs in high tech, manufacturing and other industries.
Thinking about an MBA? Join us for our upcoming Wine & Cheese Information Session to learn more about Concordia University's MBA program.
Providing attendees with unique taste of the Northwest Reception.
CFM Strategic Communications turns 25 this year and is celebrating with a revamped website, special events for firm alumni and clients, a special-label wine and a list of 25 stories about its client work over the past quarter century.