Imagine having to wake your CEO in the middle of the night because a tragic incident at a music festival, where your brand is a major sponsor, has resulted in fatalities due to an active shooter at the event site.
What Brand Owners Want from Their Property Partners: A Comprehensive Guide
In today’s competitive market, brand owners look for more than just visibility; they want meaningful sponsorships that drive tangible results. The relationship between brand owners and their property partners has evolved, with a stronger focus on strategic collaboration and mutual
Why Activation Ratios Matter
Sponsorship activation is the omni-channel marketing activity conducted by a sponsor to promote a particular sponsorship. Activation costs are in addition to the cost of acquisition of a sponsorship by a sponsor (the rights fees). Activation is critical for a
The Evolution of Sponsorship: A WFA Report in Partnership with Lumency
Sponsorship as a form of marketing pressure, once largely emotionally driven and lacking strategic depth, has undergone a revolutionary transformation in recent years. The Lumency report, The Evolution of Sponsorship, published in partnership with the World Federation of Advertisers (WFA),
Global Sponsorship Trends 2024
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
Why NFL+ Might Be the Winning Formula for Enhanced Game Coverage and a Richer Fan Experience
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
Maximizing Sponsorship Impact: Unveiling the Significance of Category Endemicity
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
Driving Profitable Businesses in Women’s Professional Sport
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
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
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
