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
Assessing and validating activation of rights on a key property by key property basis is important for ensuring your brand is leveraging the full value from these sponsorships. This practice also enables your brand to better optimize and refine future activations, including the extrapolation of learnings across properties or property types.
Physical asset production is often a large percentage of experiential marketing budgets but the spend is not always optimized. The right asset can help to create a memorable consumer engagement and drive program success. However, when done wrong can lead to inefficient spend and hinder the ability to deliver on marketing and business objectives.
Having the right people on board to represent your brand is key, whether it’s at an activation, in a retail environment, or another brand experience touchpoint.
Small, local, or regional sponsorships can be an important part of your overall sponsorship portfolio. However local decision-makers don’t always have the expertise to negotiate and secure the best value proposition, and your business risk isn’t always adequately managed…
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.
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.
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 …
