How We Think – Lumency

Talent Endorsements Re-Imagined

Athlete endorsements have historically been leveraged by brands as a way to communicate directly with an endorsee’s engaged and loyal audience. The competitive pressures surrounding the more sought-after athletes has left brands with little negotiating power over fees and the entitlement packages that endorsees offer to their brand partners. With athlete endorsements traditionally delivering a portion of their entitlement commitments in association with live events, new deal structures and means of activating rights in 2021 and beyond should be expected.

Lumency’s Six Key Asset Production Considerations

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.

The Power of the Athlete Voice

Aside from simply captivating audiences around the globe, The Last Dance, the docuseries co-produced by ESPN Films and Netflix focusing on Michael Jordan and his final season with the Chicago Bulls, put a spotlight on consumer’s appetite for athlete led content.
While this is certainly a unique example given that Michael Jordan reached a level of icon status that transcends the world of sports, we can still see examples of content being produced that places the athlete and their story in the forefront.

What Sports’ Broadcast Shift Means For Sponsors

The restart of play across major league sports will bring with it many new opportunities, leading to changes in the way consumers watch games and marketers build activation plans with not just the NHL, but major pro leagues across North America.

Don’t Waste A Crisis

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…

Where Is The Turning Point For Sponsors?

The COVID-19 pandemic has turned sponsorship upside down and it may be a very long time before it looks anything like it used to, if ever. With so much uncertainty around the mid to long term impact of the pandemic, sponsors and rightsholders are having to revise their plans almost on a weekly basis…

Don’t Forget Your People

Ensuring you have the right people to represent your brand is key, whether it’s at an activation, in a retail environment, or another brand experience touchpoint.  It’s imperative for your in-field team to have the brand/product knowledge, people skills, and the know-how to maintain a strong presence in-store or at an event.

ACTIVATION SCORECARD

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.

FIELD FORCE STAFFING SOLUTION

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.

Diversity and Inclusion – Asking the Tough Questions

As part of our regular Lumency’s Lunchtime Series, this week we had the pleasure of being joined by Renée Bazile-Jones from the Canadian Centre of Diversity and Inclusion (CCDI) for an open and honest dialogue surrounding racial bias, systemic racism, diversity, and inclusion.

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…

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.

“The Changing Relationship Between Fans & Pro Sports”

In this Lumency Lunchtime Series, we had the pleasure of welcoming Sam Yardley, Senior Vice President, Consulting at Two Circles for a discussion on the sport sponsorship industry, the evolving expectations and preferences of brands and consumers, and the impact that COVID-19 will have on sport sponsorship…

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