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Sponsorship is a healthy communication medium, and many brands are starting to see the value in it. New sponsorship categories can bring additional revenue to rights holders. But partnerships can also negatively affect brand equity, not just for the properties signing them, but also for existing sponsors.
Brand transfer is not a one-way street. It can go both from property to brand and between sponsors, influencing how consumers perceive a given brand. Not surprisingly, many new entrants to sponsorship are from disruptive business models that are coming to maturity.
Pornhub, the most popular pornographic website, has ventured into both sponsorship and brand endorsement in recent years. Pornhub first aligned itself with extreme sports. It asked athletes to apply for sponsorship using a clever communication strategy. These first initiatives were tongue-in-cheek stunts to garner media attention. The site has also ventured into the world of fashion. The sold-out Pornhub capsule collection, an apparel line designed by Richardson, was presented at New York Fashion Week in Pornhub is not the only player in the adult entertainment industry to venture into sports sponsorship.
YouPorn has partnered with adult gaming portal Nutaku. RedTube also caused a minor stir in the football world with a sponsorship mention on the Washington Square FC kit. These fringe partnerships created a massive amount of free publicityβno doubt the true aim of an alignment with these teams.
However, the adult entertainment industry is a billion-dollar business and it may not be long before we see more serious deals that force rights holders to choose to either accept such brands or forego the money.