(This blog post originally appeared as an opinion column in IEG Sponsorship Report on March 2, 2010)
Corporate Social Responsibility used to be about managing a few sensitive areas that had the potential to generate positive or negative headlines. But, as companies recognize the direct link between social justice and increased shareholder value, they are abandoning this mandated model and instead embedding sustainability and ethical values into customer loyalty-building, cost reduction, new product creation, sourcing and HR.
I will be conducting a workshop at IEG’s Unbound conference on how sponsors and rightsholders are effectively using social media to engage and connect with fans. And on April 15, I will be in London for a similar session with Burson Marsteller on the topic.
In preparing for those discussions, I have come across a great many examples that demonstrate the depth and breadth of these extensions. Here are a few:
In a down economy, companies are forced more and more to make their sponsorships relevant and meaningful. Companies who are endemic to a particular sport are a natural fit for those particular sponsorship opportunities. However, for companies whose businesses do not naturally fit into the sports experience, they have to be a little more creative with how they activate their sponsorship platforms to make their presence meaningful to the fans and attendees. In particular, companies within the consumer and B2B technology and communications categories have done a great job of leveraging their sponsorship opportunities and made themselves largely endemic to the sports experience. more
(This blog post originally appeared as an opinion column in IEG Sponsorship Report on Feb. 2, 2010)
During a meeting with folks from the media buying world in New York, I was introduced to the idea of categorizing media into one of three buckets: paid, owned and earned.
While those descriptors are fairly self-explanatory, Forrester Research has developed definitions for each that are very helpful to those who want to explore the idea in greater depth.
Beyond the particular circumstances of the Tiger Woods saga are some specific lessons for marketers who partner with individuals and properties.
See my guest column in this week’s Advertising Age to read what all marketers should take away from Tiger’s tale.
I had the pleasure of participating in a panel discussion at Northwestern University’s Kellogg School of Management this weekend. The occasion was the school’s inaugural sports business conference.
“The Business of Sports Sponsorships” panel—which featured Bank of America sponsorship chief Ray Bednar, Cleveland Indians SVP of sales and marketing Vic Gregovits and IMG College SVP Lawton Logan in addition to me—covered a lot of ground in our 75 minutes. more
The following is an email exchange between Victory Sports Marketing’s Gordon Kane and me. I thought our divergent points of view regarding the responsibilities sponsors have to properties—in particular Olympic partners—would make for interesting reading. (I have made just a few slight edits of some extraneous material to improve readability.)
I welcome your thoughts on the subject. more
We recently released IEG’s 25th annual sponsorship spending review and forecast, delivering the historic, if unwelcome, news that sponsorship spending by North American companies declined in ’09. If you haven’t had a chance to read the report and see the specific numbers, click here.
The fact that less was spent on sponsorship last year does not come as a huge shock to properties who have had to work much harder to close deals at fair market value, nor to sponsors who have been directed to make budget cuts. As we reported on new deals and success stories in IEG Sponsorship Report last year—success defined mostly by the oft-repeated phrase “flat is the new up”—we also heard many tales that could not be published about discounting and sponsors who were going back and revisiting existing agreements intent on decreasing their commitments. more
Of all the news releases I receive, those from the Int’l Organization for Standardization are not high on my priority list of which to open. I’m not even sure how I got on the media list for this Swiss-based organization with a name that sounds like a front for a James Bond villain.
However, the announcement that arrived yesterday in my email inbox did catch my interest, as the ISO is embarking on an initiative to develop an international standard for sustainable event management, one that would lessen the negative environmental impact of all manner of large-scale events, from festivals to sports to business conferences. more
Tapping into sponsorship’s potential, Clearwire Wireless is sponsoring in regional markets to promote its new WiMax wireless broadband.
This month the company sponsors both the Rock ‘n’ Roll Las Vegas Marathon and Half Marathon powered by Zappos.com and the Maaco Bowl Las Vegas on behalf of Clear, its WiMax service. more