Women’s professional sports has momentum, and it’s about time. View the playback for our panel discussion on The Business of Women’s Sport, a dynamic conversation with some of the leading experts in women’s professional sport about fan engagement, business models
How Deal Structure Drives the Value of Sponsorships
The way a sponsorship agreement is structured can significantly impact the value of the sponsor-property contractual relationship. Deal structure refers to the various levers that are set in the acquisition and negotiation of a sponsorship by the sponsor. These levers
Why Brands Need to Prioritize Sponsorship Effectiveness
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
The Sponsorship Trends that Should Impact Decision Making
This is the second of two articles in a series where we share the ten Global Sponsorship Trends we’re tracking. Here we share trends six through ten. You can read about trends one through five in part one of this
Sponsorship Portfolio Healthcheck™
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.
CARTERA SPONSORSHIP PORTFOLIO HEALTH CHECK™
La cartera de patrocinios de una marca puede evolucionar con el tiempo hasta convertirse en un conjunto de propiedades inconexas que quizás no se alineen con los objetivos comerciales y de marca actuales. Una cartera puede incluir propiedades que encajan
Sponsorship Portfolio Healthcheck™
A brand’s sponsorship portfolio can evolve over time into a collection of disjointed properties that may or may not support current business and brand objectives. A portfolio may include properties that fit past objectives, were pet interests of past executives
Sponsorship Portfolio Healthcheck™
A brand’s sponsorship portfolio can evolve over time into a collection of disjointed properties that may or may not support current business and brand objectives. A portfolio may include properties that fit past objectives, were pet interests of past executives
Managing Sponsorship Initiatives Post-Pandemic
Our President and CEO, Ian Malcolm recently led a webinar for the Association of Canadian Advertisers (ACA) to discuss sponsorship post-Pandemic. In the webinar he provided guidance on what marketing and marketing procurement professionals should be focusing on and aware of as we move
Evaluating Sponsorship
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.