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.
Ensuring you have the right people to represent your brand is key, whether it’s at an activation, in a retail environment, or another brand experience touchpoint. It’s imperative for your in-field team to have the brand/product knowledge, people skills, and the know-how to maintain a strong presence in-store or at an event.
Live events have an inherent element of variability and can face a diverse set of potential threats to safety. Situations range from inclement weather and crowd control to the potential of active shooters and terrorist threats—any of which can require significant and prudent responses by a property including cancellations or an immediate evacuation.
The restart of play across major league sports will bring with it many new opportunities, leading to changes in the way consumers watch games and marketers build activation plans with not just the NHL, but major pro leagues across North America.
CASE STUDY: Toyota | Team Toyota Talent Evaluation | Olympic & Paralympic Athletes | Canada ASSIGNMENT Deploy Lumency’s Talent Evaluation Tool to identify and secure partnerships with key Canadian Olympic and Paralympic athletes to best represent Toyota in support of
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