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
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
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
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
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
