Many brand-owners still manage sponsorship as if it were a transactional media buy. Rights and assets are negotiated, fees are paid, and activation flows from what was purchased. What is often missing is the level of business context and expectation setting
A few years ago, one of our clients, a brand with one of the largest sponsorship portfolios in their home country market, would call us in a panic three or four times a year. Their exclusive renewal window with a
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
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
Let’s face it—sponsorship is messy. Few initiatives within your organization involve as many stakeholder groups: brand, sales, operations, trade teams, procurement, legal, corporate communications, the executive team, and others. Each of these groups can extract value from your sponsorship investments,
A sponsorship agreement is a long-form contract that serves as the foundation for the relationship between a sponsor and a rights holder or property. The sponsorship agreement provides legal protection, sets expectations for how the relationship will function, and defines
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),
Sponsorship makes up 12% of a brand’s marketing budget on average. In 2022, global brands invested a whopping USD $97.4B in sponsorship, with projections soaring to USD $189.5B by 2030. Dive into the dynamic world of sponsorship with Lumency’s Annual
