According to a global study by the World Federation of Advertisers and Lumency only 31% of brand owners say they have a standardized or structured approach to sponsorship evaluation. That means nearly 7 in 10 brands are investing in sponsorship
Sponsorship activation refers to the omni-channel marketing activities a brand undertakes to promote and leverage a sponsorship. Activation costs are separate from rights fees; the amount paid to secure sponsorship assets (although sometimes activation is included as part of the
In sponsorship, timing isn’t just important, it’s often the difference between opportunity and loss. Yet, too often, deal timing is treated as a passive element instead of a strategic lever. Over the past few months, we’ve seen first-hand how brand-side
Sponsorship is often misunderstood inside the walls of a brand organization. While marketers closest to the work, and leaders who “get it,” see its potential clearly, getting full internal alignment, including leadership buy-in, can be more complicated. That misalignment can
A sponsorship’s performance isn’t just shaped by how it activates—it’s often determined by how the deal itself is structured. When brand-side teams treat sponsorship deal architecture with the same level of discipline they bring to media, shopper, or agency relationships,
For many brands, sponsorship is the second-largest marketing investment after media. On average, 16% of brand marketing budgets go toward sponsorship rights and activation spend—yet this spend is often unmanaged and unmeasured. Sponsorship is both emotional and messy. Messy, because
Maximizing Sponsorship Impact with Strategic Support, Tailored to Your Needs Sponsorship is a powerful engagement tool to fuel brand growth, and it requires thoughtful alignment with business objectives. Lumency scalable solutions across the spectrum helps you deliver measurable impact in
𝗧𝗵𝗲 𝗚𝗹𝗼𝗯𝗮𝗹 𝗙𝗼𝗼𝘁𝗯𝗮𝗹𝗹 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆: 𝗔 𝗚𝗮𝗺𝗲 𝗼𝗳 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 The world’s most popular sport continues to evolve—driven by international investments, digital platforms, emerging markets, and the explosive rise of women’s football. Our latest industry report dives into the key trends shaping
We live in a time where consumer behavior is evolving rapidly. Economic pressures are forcing businesses to rethink how they stand out in an increasingly undifferentiated marketplace. And yet, amidst these challenges, there’s one truth we can’t ignore: the power
In an era marked by rapid technological transformation and shifting consumer expectations, marketers are facing unprecedented challenges. The impact of economic uncertainty has heightened scrutiny on marketing spend, compelling teams to justify every investment with tangible results. Amidst this landscape,
