Ah, the words every property yearns to hear. Or not.
I have been struggling with what to think about the announcement this week that Staples has renewed its naming rights deal for the Staples Center “in perpetuity.”
My first thought was that since we’re talking about a venue in Los Angeles, maybe both parties expect “The Big One” to come along sometime soon—so the concept of perpetuity isn’t quite the same as it would be in less quake-prone parts of the world.
I’m trying to understand the rationale behind a “forever sponsorship” and who it benefits the most. The frustrating thing, as always, is that it is impossible to truly analyze a deal without knowing its particulars. But that won’t stop me from trying.
This past week, Marquette University started posting from a Pepsi-sponsored Twitter account focusing on the home opener for its men’s basketball team.
This development is unique in that very few (successful) forays have been made into the world of sponsored social media.
So far, the only evidence of Pepsi involvement is a Pepsi logo and the text “Pepsi Season Opener” on the Twitter page. There have been no tweets or links posted regarding Pepsi or the sponsorship and the posts have largely focused on information aimed at building excitement around opening night.
If the user’s window is not maximized, the Pepsi logo and blurb receives little visibility, as it is mostly shrouded by text display. more
Hyperlocal involvement is a growing trend in the marketing world, and which could be readily applied to sponsorship as well.
Hyperlocal is, as the name suggests, the effort to focus on extremely local markets. For sponsorship, I apply the term micro-sponsorship to encapsulate both local market activity and sponsorship of small properties that may cover more than a single market.
Sponsorship has in essence always been hyperlocal. For years it has bankrolled local fairs, festivals, sporting events and other endeavors. However, for big name companies, these smaller sponsorships have taken the backseat to platforms that can be marketed nationwide. more