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
The Sponsorship Trends that Should Impact Decision Making
The volatility, uncertainty, complexity, and ambiguity of the world around us is significant. Social change, geopolitical issues, supply chain challenges, economic headwinds, a lingering pandemic—, the way we do business has changed. And with it, so has sponsorship. At the
Reason for Optimism
Our President and CEO, Ian Malcolm recently published a guest blog post with the Association of Canadian Advertisers (ACA) looking at what sponsors are, or should be, considering as they move deeper into 2022. See the original post here. There
Rethink. Reset.
Our President and CEO, Ian Malcolm recently published a guest blog for the World Federation of Advertisers (WFA) to discuss the key sponsorship trends brands should be focusing on heading into 2022. The global COVID-19 pandemic will have a lasting
2022 Sponsorship Outlook– A Property Perspective
As part of our semi-annual Lumency team off-site this past week, we had the pleasure of hosting an engaging panel discussion featuring four sponsorship industry experts, representing some of Canada’s most iconic properties: Dana Gladstone, Vice President, Partnership Strategy & Licensing at Hockey Canada; Mark Ditmars, Vice President, Corporate Partnerships at Toronto Blue Jays; Patrick O’Brien, Manager,
Safe Activation Playbook for Live Engagement
We are together once again, at festivals, at sporting events, at community events. As marketers in these spaces, we recognize the continued priority that must be placed on health and safety. In fact, since March 2020 we have continuously invested
For a brand’s Olympic and Paralympic athlete partnerships, the medal podium is a bonus
Athlete partnerships bring degrees of risk for brands. The risk for the brand comes in two forms: reputational risk, and performance risk. Reputational risk can have real downside impact on your brand when an athlete you’re partnered with has a
Trends In Sponsorship
Our President and CEO, Ian Malcolm recently published a guest blog post for the World Federation of Advertisers (WFA) to discuss key trends in sponsorship that have become more prominent due to the COVID-19 pandemic. In the blog post below (originally posted on the
Demonstrating your brand values around DEI and ESG
Consumer and employee expectations for how brands behave, not just what brands say, continue to rise. People want to have relationships with brands and organizations that share their values. The killing of George Floyd in 2020 started a long overdue
Sponsorship Portfolio Healthcheck™
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
