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,
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.
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
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
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.
