Sometimes the identification of emerging sponsorship categories comes straight out of the headlines. For example, we are seeing more activity from the makers of hand sanitizers in the wake of growing concerns over the spread of the H1N1 virus.
Last month’s Tour of Missouri bike race was sponsored by Germ-X, which also has been the official hand sanitizer of the MLB St. Louis Cardinals, the Cincinnati-area’s Newport Aquarium and Branson, Mo.’s Silver Dollar City.
Vancouver-based ALDA Pharmaceuticals Corp. is the official antiseptic hand sanitizer, disinfectant and disinfectant cleaning products supplier to the 2010 Olympic Winter Games, the Canadian Olympic Committee and the Games’ speed skating venue—the Richmond Olympic Oval.
You probably saw the news reports about the 24 thrill seekers who got stuck on the Invertigo roller coaster at California’s Great America Theme Park in Santa Clara on Monday. After I watched some coverage and let the wave of sympathetic nausea wash over me, I started to think about how situations like this impact sponsors. According to cagreatamerica.com, Coca-Cola and Almaden Press are currently Official Partners of the theme park.
Most partnership contracts have the minimum liability clauses to protect sponsors from any forthcoming lawsuits. But in a pay-for-performance world, at what point should a performance-related rebate or make-goods take effect? This may be an unpopular question, as it is certainly not something properties want to think about. How does one anticipate, let alone prevent, such things from happening? As California Division of Occupational Safety and Health spokeswoman Erika Monterroza said of the coaster, “These are machines and they do break down” (Source: Contra Costa Times). more
According to WARC.com, a new survey from Ipsos Marketing says over 80% of global consumers are interested in trying new food, beverage, household and personal products. In the face of unfavorable economic times, during which many companies cut back R & D spending, companies bold enough to launch something new have an audience.
Seems to me that a few partnership teams got a jump on this insight by going beyond “traditional sponsorship” to create something new for consumers and/or business customers. Of course the technology space is chock full of inventions through partnership. To mention a few:
Dear theme parks and sponsors who want to reach families with children:
Moms (and Dads) have a message for you. Whether it’s a season pass to a nearby Six Flags or a pilgrimage to a Disney land or world, parents are online talking about how to take the family to an amusement park without asking for a loan from the kids’ piggy banks. And while they chat, they are laying out a wealth of information about the types of promotions and amenities that would succeed for sponsors and parks alike.
A few examples, of many: