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
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…
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
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
