Ford participates in sports both nationally and internationally. It has a stake in the AT&T Stadium for the Dallas Cowboys. It also has a stake with Roush Fenway Racing’s NASCAR team, as well as various drag racing platforms. Internationally, Ford sponsors New Zealand Rugby Union, which is a big deal, since European sports tend to wear the sponsors’s logos on the front of their jerseys rather than the team names, unlike in American sports.
Ford also is an active sponsor of music, a platform it uses to engage young adults and showcase vehicle technology. The automaker in 2013 worked with Live Nation to create a digital content series on LiveNation.com that featured music fans using a Ford Fiesta to locate items for their favorite bands’ tour riders.
Ford works heavily with major film award events. Ties include the Grammys, Film Independent Spirit Awards and a new partnership with the Tribeca Film Festival presented by AT&T.