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.
With sponsorships, an inconsistent approach is an inefficient approach. A brand may have dozens, hundreds, or thousands of sponsorships in its portfolio, across geographies, business units, brand leads …
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…
At Lumency, we are certain that events that succeed over the near term will be smaller scale and locally oriented. And, these events will sustain a greater importance even when larger events return…
The current Covid-19 crisis has put so many aspects of the sports and entertainment industry into a state of uncertainty. The trickledown effect will last for quite some time. At Lumency, how we approach our business and how we advise clients hasn’t changed…
Across industries and country markets, brands are moving towards more sustainable business practices.
It’s no surprise in 2020 that consumer research shows that the clear majority of consumers in the U.S. are looking for businesses to take the lead on social and environmental change…
CASE STUDY: Beer Client | Sponsorship Governance & Portfolio Audit | Global ASSIGNMENT The beer client’s sponsorship portfolio was segmented geographically, which resulted in varying data systems, approaches, decision makers and priorities. Formalizing a Global Sponsorship Governance was imperative to
CASE STUDY: Toyota | Sport & Mobility Brand Platform | Olympics/Paralympics | Canada & Global ASSIGNMENT Leverage Toyota’s global investment in the Olympics and Paralympics to create domestic relevance in Canada, drive national awareness for the Olympic partnership, and build
At Lumency, we operate our business in part on a set of ‘heretical ideas’. We call the ideas ‘heretical’ because most of the ideas wouldn’t fly in most businesses. Because we’ve remained independent and we’re privately held, we have the ability to
Over the past few years, esports has quickly become one of sponsorship marketing’s most popular subjects. Sponsorship spending in the space has skyrocketed, with Newzoo’s 2018 Global Esports Report indicating that brands invested $694 million USD globally in the space
