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
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
NOT EVERY SPONSORSHIP PORTFOLIO IS HEALTHY. Over time, sponsorship portfolios can become a collection of disparate properties that may or may not support current business and brand objectives.
Sponsorship can be an important way for brands to create emotional connections with consumers and to demonstrate a brand’s values. Sound strategy lies at the heart of a brand’s ability to achieve this successfully. Implementing that strategy though effectively and efficiently requires the ability to measure and understand the value a particular sponsorship (assets, entitlements, associative benefits) can deliver to a sponsoring brand.
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
In North America, prior to the coronavirus pandemic, consumers were already beginning to show signs of change in how they engage with live events across sports, music, arts, culture and community. The pandemic, with cancelled events, shortened or reconstituted seasons has had a significant impact on the assets that a rights holder has been able to deliver to its sponsors.
Athlete endorsements have historically been leveraged by brands as a way to communicate directly with an endorsee’s engaged and loyal audience. The competitive pressures surrounding the more sought-after athletes has left brands with little negotiating power over fees and the entitlement packages that endorsees offer to their brand partners. With athlete endorsements traditionally delivering a portion of their entitlement commitments in association with live events, new deal structures and means of activating rights in 2021 and beyond should be expected.
If you are a brand side marketer or marketing procurement professional, maybe your organization’s management of its sponsorship investments hasn’t pressure-tested very well during the coronavirus pandemic…
Whether your brand is looking to add a sponsorship property in a certain market—or divest to be more efficient—it’s important to understand the dynamics between different properties, their partners and the fans. Only after having a clear grasp of the factors at play can you identify the best way to move forward as a sponsor, and make the most of your investments.
The COVID-19 pandemic has turned sponsorship upside down and it may be a very long time before it looks anything like it used to, if ever. With so much uncertainty around the mid to long term impact of the pandemic, sponsors and rightsholders are having to revise their plans almost on a weekly basis…
