Latest Thinking from IEG

Valuing Unique Access Opportunities Can be Tricky – Part Two of a Three-Part Series

As mentioned in part one of the series, of all of the categories of tangible benefits (both measured and non-measured) that I come across, valuing “can’t buy” hospitality, unique access opportunities or interactive/highly integrated benefits are some of the hardest tangible benefits to value. Of course, these also happen to be some of the most valuable pieces of a sponsorship package.

The second part of the series concentrates on unique access opportunities. Many of the principles for valuing VIP hospitality apply to unique access opportunities. Keep in mind, there isn’t always a clear delineation between categories; the line can be a little blurry.

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Filed under: associations, automotive, beer, cause marketing, destination/tourism, events, government/municipal, music, nonprofit, pro sports, soft drink, sports, valuation, arts

Valuing “Can’t Buy” Hospitality Can be Tricky – Part One of a Three-Part Series

Of all of the categories of tangible benefits (both measured and non-measured) that I come across, valuing “can’t buy” hospitality, unique access opportunities or interactive/highly integrated benefits are some of the hardest tangible benefits to value. Of course, these also happen to be some of the most valuable pieces of a sponsorship package.

Initially, I wanted to address all of these types of benefits in one blog but I quickly realized that there is too much information to cover, so I am going to do a three-part series and the first part will concentrate on VIP or “can’t buy” hospitality. Even for my blogs, this one is a little long, but I think that if you can stick with it, there is some really valuable information here (maybe too much).

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Filed under: associations, automotive, beer, cause marketing, destination/tourism, events, government/municipal, music, nonprofit, pro sports, soft drink, sports, valuation, arts

Marketing Alliances: Not Just For Small Properties Anymore

IEG has written about—and recommended to certain consulting clients—the idea of properties teaming up to create a better offer for sponsors, whether that be a larger package of rights and benefits, an expanded—or more diverse—audience, broader geographic reach, etc.

Typically, this has been advised for smaller properties, many of whom wouldn’t have robust enough benefits or audience numbers to attract significant sponsor interest on their own. But with larger properties facing unforeseen revenue challenges, perhaps some of them should give the two-properties-are-better-then-one idea a try.

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Filed under: pro sports, selling, sports, packaging

A Rant on Return Phone Calls

OK, I admit it. This is more of a rant than anything substantial, but here’s something that really grates me: people that don’t return phone calls.

I mean, come on. Let me know you don’t want to talk about a story I’m working. That’s fine, but do me the courtesy of letting me know. Pick up the phone and tell me. Don’t keep me waiting and waiting for your call—I’m going to waste your time and mine by making follow-up calls and emails.

Some PR people are the worst. It’s their job to return calls! That’s public relations 101. Again, do me the courtesy of letting me know you don’t want to talk, or, worse yet, “participate in the story.” Don’t waste my time, and I won’t waste yours.

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Filed under: how to get sponsorship, pro sports, selling, entertainment

Sponsorship Trend: Properties Teaming Up With Other Properties

While many festivals, sports teams and other types of events have long had informal relationships with other properties, the economy has prompted more property-to-property collaboration than ever before.

Property-to-property relationships can either be full-blown sponsorships, or more informal “friend of the festival” types of partnerships.

Those types of relationships can often help properties promote their events to new audiences or generate business-building opportunities.

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Filed under: events, how to get sponsorship, marathon, packaging, pro sports, activation

IEG Projection: MLB Looking at Overall Decline in Sponsorship for ’09

Pro baseball is the first sport to go through its full sponsorship selling season (October through March, roughly) since the bottom fell out of the economy late last summer. With a few exceptions, including the New York Mets and Yankees, both of which open their new parks this week, most teams are saying that sponsorship revenue is off going into the season.

IEG is releasing its projection today that sponsorship spending on MLB deals—including the league, teams and stadiums—will drop 4.8 percent this year from $540 million in ’08 to $514 million.

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Filed under: pro sports, spending, sports, IEG

Wednesday Session Recap from the 2009 IEG Sponsorship Conference

Despite an intense schedule of meetings since Sunday, there was still a lot of energy at the final panels of the IEG Sponsorship Conference Wednesday morning.

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Filed under: IEG conference, pro sports, selling, sports, how to get sponsorship

Insights from Chris Brahe, NBA New Jersey Nets

The NBA New Jersey Nets have taken some creative steps to land new corporate partners and boost ticket sales.

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Filed under: pro sports, selling, sports, IEG conference

Insights from Larry Gelfand, National Hockey League

In this session the NHL’s Larry Gelfand walked attendees through the pro sports league’s digital marketing platform based around NHL.com.

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Filed under: digital media, IEG conference, new media, pro sports, sports, activation