Omnichannel sponsorship activation is something Lumency talks about frequently, in our content and, more importantly, in day-to-day work with brand owners. It comes up when discussing activation ratio ranges, the obligation to add to the fan experience in order to
When brand-side sponsorship teams ask, “What does a good activation ratio look like?” they’re rarely asking a theoretical question. They’re looking for a number they can sanity-check against: Am I under-investing? Am I in the right range? Will this hold up with leadership or procurement? The
Fans are the third party in every sponsorship agreement. They never appear on the contract, but their relationship with the property is what gives the deal its value. Fans as emotional shareholders In every sponsorship, two parties sign. The property
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
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
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
Global Sponsorship Trends Webinar 2025 Audio Global Sponsorship Trends Webinar 2025 Video Global Sponsorship Trends Written Report 2025 Global Sponsorship Trends 2025 Report Executive Summary The sponsorship landscape is evolving rapidly, driven by shifts in consumer behavior, technological advancements, and
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,
Sponsorship is often more complex than other forms of marketing, with a wide range of moving parts. From securing rights to valuation, scoping assets, negotiation, and finalizing agreements, sponsorship is a heavy lift. But it’s only once a sponsorship is
