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 Hidden Complexity of Sponsorship: Rights Management and Relationship-Building
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
Streamline Your Sponsorship Management
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,
Reputational Risk Management in Sponsorship
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.
What Brand Owners Want from Their Property Partners: A Comprehensive Guide
In today’s competitive market, brand owners look for more than just visibility; they want meaningful sponsorships that drive tangible results. The relationship between brand owners and their property partners has evolved, with a stronger focus on strategic collaboration and mutual
Why Activation Ratios Matter
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
The Evolution of Sponsorship: A WFA Report in Partnership with Lumency
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),
Global Sponsorship Trends 2024
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
Maximizing Sponsorship Impact: Unveiling the Significance of Category Endemicity
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
Why Brands Need to Prioritize Sponsorship Effectiveness
During the most challenging parts of the pandemic, a number of brands approached us looking for support around portfolio optimization, property evaluation and sponsorship governance. In each case, they had realized that the way they were managing their sponsorship investments