2022 Sponsorship Outlook– A Property Perspective

2022 Sponsorship Outlook–   A Property Perspective

As part of our semi-annual Lumency team off-site this past week, we had the pleasure of hosting an engaging panel discussion featuring four sponsorship industry experts, representing some of Canada’s most iconic properties: Dana Gladstone, Vice President, Partnership Strategy & Licensing at Hockey Canada; Mark Ditmars, Vice President, Corporate Partnerships at Toronto Blue Jays; Patrick O’Brien, Manager,

Talent Endorsements Re-Imagined

Talent Endorsements Re-Imagined

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.

The Power of the Athlete Voice

The Power of the Athlete Voice

Aside from simply captivating audiences around the globe, The Last Dance, the docuseries co-produced by ESPN Films and Netflix focusing on Michael Jordan and his final season with the Chicago Bulls, put a spotlight on consumer’s appetite for athlete led content.
While this is certainly a unique example given that Michael Jordan reached a level of icon status that transcends the world of sports, we can still see examples of content being produced that places the athlete and their story in the forefront.