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
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
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
