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,
The marketing landscape is evolving rapidly, and the future will be dominated by smaller, more agile marketing teams within large brand owner organizations. As the traditional 500-person marketing organization becomes less common, marketers who adapt to rapid change will secure
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
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 activation is the omni-channel marketing activity conducted by a sponsor to promote a particular sponsorship. Activation costs are in addition to the cost of acquisition of a sponsorship by a sponsor (the rights fees). Activation is critical for a
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
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
