IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
What Do We Want to Be When We Grow Up?
I listen to so much discourse about the evolution of sponsorship and how it has—and has not—come into its own. From a [official] status symbol to an agent of [financial, societal, experiential] change, the medium continues to mature to reflect the thinking of a new day.
Yet, in years, sponsorship is a relatively immature medium, so what do we want sponsorship to be when it grows up? Should we worry that it will lose its youthful energy? Or do we look forward to the day when it puts away childish things, such as those elements that allow sponsor and property a moment of shared swagger but drive no value for the audience?
I am working with groups and companies in a number of sponsorship sectors right now that are actively, vocally trying to figure out what's next.
Filed under: government/municipal, hospitals and healthcare, malls/developments, medical societies, nonprofit, what is sponsorship, cause marketing