In marketing planning, it’s easy to default to scale, reach, impressions, coverage. And those metrics matter. They drive awareness, support media efficiency, and provide easy comparable. But as pressure mounts on marketers to do more with less, sponsorship portfolios are
Tension between global and local teams is a recurring theme in sponsorship portfolio planning. Global teams, often including marketing, procurement, and connections stakeholders, are tasked with delivering consistency and scale across markets. Meanwhile, country market teams are navigating local context,
Whether you’re inside a global enterprise or a high-growth challenger, the tension between speed and structure shows up eventually. Rivian is a fraction the size of Toyota. Gymshark didn’t exist until long after Nike was already a global icon. But
Most brand owners don’t consciously consider category endemicity when making sponsorship decisions. It’s rarely named, but it’s always at play. When the alignment is obvious—like Gatorade in sport or LEGO in play—it’s easy to lean on fit. When the alignment
Most brand owners under-activate their sponsorships. Most know it. But few have the structure in place to assess how well a sponsorship is being activated across the full marketing mix. Sponsorships are among the most complex tools in a marketer’s
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,
