Sponsorship makes up 12% of a brand’s marketing budget on average. In 2022, global brands invested a whopping USD $97.4B in sponsorship, with projections soaring to USD $189.5B by 2030. Dive into the dynamic world of sponsorship with Lumency’s Annual
The 2023 NFL season couldn’t have had a better opener, as the Detroit Lions cemented their credentials as legit title contenders with a gritty, hard-fought win over the Kansas City Chiefs. The defending champs began their defense in defeat and
Category endemicity is an important consideration when thinking about the properties you have, or may add to, your sponsorship portfolio. It is especially important when you are thinking about activation planning across your portfolio. Layers of Endemicity There are two
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
Variable compensation is trending, but it’s not yet the norm. The annual escalator on base rights fee is where a ballooning of cost can hide. Term can add leverage, help manage spend efficiency, and block sponsor industry competitors. Base Rights
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
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
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.
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
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
