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Evaluation

LOCAL SPONSORSHIP EVALUATION TOOL

LOCAL SPONSORSHIP EVALUATION TOOL

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…

Kirby Zdrill August 14, 2020August 18, 2020 Evaluation, Strategy, Tools Read more

LIFE SAFETY SCORECARD

LIFE SAFETY SCORECARD

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.

Kirby Zdrill August 14, 2020August 18, 2020 Activation, Evaluation, Talent, Tools Read more

Where Do Sponsors Go From Here?

Where Do Sponsors Go From Here?

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…

Jeff Rothlein May 12, 2020July 10, 2020 Evaluation, Insights & Intel, Philosophies, Portfolio Optimization, Strategy, Tools Read more

Sustainability as a Key Consideration in Your Sponsorship Strategy

Sustainability as a Key Consideration in Your Sponsorship Strategy

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…

Kirby Zdrill April 10, 2020June 16, 2020 Evaluation, Philosophies, Strategy, Tools Read more

Measuring Sponsorship Impact

Measuring Sponsorship Impact

There are two widely held yet opposing myths about sponsorship measurement. One is that sponsorship isn’t measurable.  The second is that effective sponsorship measurement should provide a single data point output; i.e., for every dollar I spend on a sponsorship

Ian Malcolm April 9, 2020April 30, 2020 Evaluation, Philosophies, Portfolio Optimization, Tools Read more

Building Better Value into an NFL Team & Stadium Renewal

Building Better Value into an NFL Team & Stadium Renewal

CASE STUDY: Beer Client | Evaluation | NFL Team + Stadium | USA
ASSIGNMENT: Advise a beer brand client on the potential renewal of an NFL team and stadium sponsorship with a 20+ year history…

Kirby Zdrill April 6, 2020April 18, 2020 Case Studies, Evaluation, Sports Read more

Customizing an End-to-End Process for Evaluating & Securing Effective Athlete Partnerships

Customizing an End-to-End Process for Evaluating & Securing Effective Athlete Partnerships

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

Kirby Zdrill April 3, 2020September 24, 2020 Case Studies, Evaluation, Sports, Talent, Tools Read more

Instituting Governance for a Global, Decentralized House of Brands

Instituting Governance for a Global, Decentralized House of Brands

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

Kirby Zdrill April 2, 2020September 24, 2020 Case Studies, Evaluation, Governance, Portfolio Optimization, Strategy Read more

Crafting a Multi-Tiered Partnership & Activation Strategy

Crafting a Multi-Tiered Partnership & Activation Strategy

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…

Kirby Zdrill April 2, 2020September 30, 2020 Case Studies, Evaluation, Sports, Strategy, Talent, Tools Read more

Activation Design First Principles

Activation Design First Principles

As a brand-side sponsorship and experiential marketing consultancy, we touch more than 120 tier one sports deals (major league teams, venues and leagues) across North America, and many more globally. Over the last 22 years, we have developed a set

Ian Malcolm September 30, 2019April 30, 2020 Evaluation, Philosophies, Tools Read more
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New York, NY, 10017
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+1 (646) 880-9750

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Toronto, ON, M5A 4N3
Canada

+1 (416) 481-3920

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Suite 600
Chicago, IL, 60611
U.S.A.

+1 (312) 464-7786

 

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