The World’s most prestigious street dance competition, featuring the best solo breakers, poppers, lockers and the greatest b-boy crews on the planet. After long-term partner Sony Ericsson pulled out with only 2 months to go until the World Finals, Generate was tasked with sourcing appropriate brand sponsors to replace this vital income.
With such a short window until the event and having profiled the rights holder and sponsor marketplace, we recommended a longer term strategy of utilising the 2011 event as a showcase for potential 2012 partners.With over 80 brands approached in 2 months, we hosted representatives from 6 major international brands at the event, including Coca Cola, Pioneer, Toyota, Shark Energy and Beats By Dre. 6 months later, having maintained dialogue with Pioneer since the October World Finals, Generate secured the ‘Pioneer STEEZ’ brand as a Global Series Sponsor, an ideal fit for the Championships.
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