While the ongoing recession has forced banks, automotive and other types of companies to scale back their sponsorship spend, properties are finding more interest from one unexpected source: “sin” companies.
Beer, wine, casinos and other types of companies that market products with potential negative implications have recently gone gangbusters on sponsorship, aligning with everything from community festivals to nonprofits and college athletic programs. more
When it comes to sponsorship, the Olympic movement has long been able to do things no other property would be able to pull off, from providing clean venues that eliminate TV-visible sponsor ID to commanding nine-figure fees for rights that are limited to one country. The latest example comes from London 2012, which according to the Financial Times is set to sign McCann Erickson as its official ad agency for a reported fee of 10 million pounds.
Let’s see if we have this straight: Many properties actually pay agencies to create and place their ads. Some properties are fortunate to have agencies provide ad services pro bono. The London Games will have an agency that not only will handle all its advertising, but will pay the equivalent of roughly $15 million for the privilege. The phrase “must be nice” comes to mind. more