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 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
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 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
