This past week, Marquette University started posting from a Pepsi-sponsored Twitter account focusing on the home opener for its men’s basketball team.
This development is unique in that very few (successful) forays have been made into the world of sponsored social media.
So far, the only evidence of Pepsi involvement is a Pepsi logo and the text “Pepsi Season Opener” on the Twitter page. There have been no tweets or links posted regarding Pepsi or the sponsorship and the posts have largely focused on information aimed at building excitement around opening night.
If the user’s window is not maximized, the Pepsi logo and blurb receives little visibility, as it is mostly shrouded by text display. more
The news this week that Jack Daniel’s is quitting its NASCAR team and Anheuser-Busch’s Michelob Ultra is not renewing title of its LPGA Tour stop in Virginia are but two examples of the scores of sponsors dropping title of pro golf tournaments and motorsports teams.
It is a tough environment for everyone selling sponsorship, but among the most challenged are pro golf events and motorsports teams. Rightsholders in these sectors have often sold on media visibility, and that’s a dangerous path for anyone in sponsorship.
On merely a CPM basis, sponsorship cannot successfully compete with advertising. When times were flush, marketers were willing to pay the higher CPM because intuitively they understood that sponsorship offered more. But intuition is no longer enough, and treating sponsorship as the “added value” piece and media as the main event, no longer works.