Imagine having to wake your CEO in the middle of the night because a tragic incident at a music festival, where your brand is a major sponsor, has resulted in fatalities due to an active shooter at the event site.
Sponsorship as a form of marketing pressure, once largely emotionally driven and lacking strategic depth, has undergone a revolutionary transformation in recent years. The Lumency report, The Evolution of Sponsorship, published in partnership with the World Federation of Advertisers (WFA),
The 2023 NFL season couldn’t have had a better opener, as the Detroit Lions cemented their credentials as legit title contenders with a gritty, hard-fought win over the Kansas City Chiefs. The defending champs began their defense in defeat and
Category endemicity is an important consideration when thinking about the properties you have, or may add to, your sponsorship portfolio. It is especially important when you are thinking about activation planning across your portfolio. Layers of Endemicity There are two
Women’s professional sports has momentum, and it’s about time. View the playback for our panel discussion on The Business of Women’s Sport, a dynamic conversation with some of the leading experts in women’s professional sport about fan engagement, business models
CASE STUDY: Castrol | Sponsorship Renewal | MLSE | Canada Assignment Advise Castrol on the renewal of a long-standing sponsorship with the potential for expansion of the package from a single team, single venue deal to a multi-team and multi-venue
CASE STUDY: Lexus | Lexus Design School Challenge | Vancouver Auto Show 2019 | Canada
ASSIGNMENT: Increase brand loyalty for Lexus, continue to build awareness for the brand and launch of the Lexus UX…
CASE STUDY: Beer Client | Evaluation | NFL Team + Stadium | USA
ASSIGNMENT: Advise a beer brand client on the potential renewal of an NFL team and stadium sponsorship with a 20+ year history…
CASE STUDY: Toyota | Team Toyota Talent Evaluation | Olympic & Paralympic Athletes | Canada ASSIGNMENT Deploy Lumency’s Talent Evaluation Tool to identify and secure partnerships with key Canadian Olympic and Paralympic athletes to best represent Toyota in support of
CASE STUDY: Beer Client | Sponsorship Governance & Portfolio Audit | Global ASSIGNMENT The beer client’s sponsorship portfolio was segmented geographically, which resulted in varying data systems, approaches, decision makers and priorities. Formalizing a Global Sponsorship Governance was imperative to
