And now a word from our sponsor...

We have a few local 5K races, and I'll occasionally throw a softball to the race director to give the sponsors a mention. Usually along the lines of talking about growing the races, and how the sponsor money makes it possible by allowing them to have better post-race entertainment and prizes, which in turn increases participation. Sometimes the sponsor is also responsible for organizing the race, so they get a mention by giving the race director's day job when I put attribution to a quote.
I rarely, if ever, mention the sponsors directly on first reference, though.

 

Though I was never told to do so, either by my publisher, ad manager, or ME, I was sure to include the corporate name when the hospital in town sponsored something. They bought two or three ads per paper. Big, color ads.

 

Looks like the some of the walls are crumbling ...

 

Sadly, the wall between the newsroom and ad department was knocked down a long, long time ago at most newspapers.

Even sadder is that, in 2015, both sides have way fewer bodies.

 

Taken from the AP Stylebook:

If the sponsor's name is part of the event name, such as Buick Open, use the name in the title. If there is a previously established name commonly accepted for the event – Orange Bowl, Sugar Bowl – use that name even if there currently is a corporate sponsor. Orange Bowl, not Discover Orange Bowl. However, mention the sponsor somewhere in the story or in a self-contained paragraph after a 3-em dash at the bottom of the story.

 

Metrics is the new stylebook.
So write it any way you want.
But don't forget the photo gallery!