Let’s face it—sponsorship is messy. Few initiatives within your organization involve as many stakeholder groups: brand, sales, operations, trade teams, procurement, legal, corporate communications, the executive team, and others. Each of these groups can extract value from your sponsorship investments,
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
THE POTENTIAL POWER AND PRICE OF PAID TALENT ENDORSEMENTS. Brands endorsements are well known for their potentially powerful effects, bringing to mind iconic pairings such as Michael Jordan and Nike, Britney Spears and Pepsi, Jamie Lee Curtis and her Activia
