Utah Jazz Strike Three-Year NBA Jersey Ad Deal

What does a software company’s sponsorship of an NBA team’s jersey have to do with brand publishing? Well it’s not the who but the what that caught my eye. Qualtrics is not putting its company logo or product name on the Utah Jazz’s shirts but opting to promote its in-house charity, "5 For The Fight," which raises money for cancer research. We talk a lot about creating vendor-agnostic content that engages the engineers and utility managers you are trying to connect to. This is a great example of a company looking to broaden its appeal to customers by promoting its brand through good works outside of its product capability.

http://adage.com/article/cmo-strategy/utah-jazz-striked-nba-jersey-ad-deal-market-heats/307969/