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 We Can Learn From UEFA Champions League Sponsorship
With the 2013 UEFA Champions League finals on tap for Saturday, I looked into how various sponsors are activating and why UCL remains such an appealing partnership opportunity for brands.
Filed under: beer, financial services, international, social media, sponsorship strategy, sports, activation
Visa and the Olympics: Sponsorship In Need of an Update
Visa’s first Olympic sponsorship, signed in 1986 and launched with Calgary 1988, featured the iconic campaign: “Bring your Visa card, because the Olympics don’t take American Express.” This set in motion Visa’s ascension from number three to number one in the credit card category.
Filed under: backlash, financial services, London 2012, olympics, activation
Chase Paid $30 Million And Didn’t Get Title? Smart Move
The news that JPMorgan Chase signed a 10-year agreement with Madison Square Garden for a reported $30 million a year certainly raised many an eyebrow across the sponsorship industry earlier this week.
Filed under: naming rights, pro sports, spending, sports, trends, valuation, venues, financial services
Corporate Sponsorship Lessons From Allstate And Bank Of America
This is the fifth year I have taught in Northwestern University’s graduate program in sports management, but the first year I have integrated guests into the syllabus throughout the course, and it has been great.
Filed under: financial services, marathon, college sports
Art Basel Miami Beach, Design Miami And Sponsors Deliver For Audience
Although Audi was not the primary sponsor of either Art Basel Miami Beach or its sister event, Design Miami—roles that belong to UBS and HSBC Private Wealth respectively—it was the most ubiquitous.
Eschewing auto shows in favor of the Miami events for the unveiling of its 2010 A8, Audi of America spent north of $6 million but south of $10 million building out its presence.
The automaker, which has increased its marketing budget by 20 percent this year to seize share from its more distressed competitors in the luxury car segment, did not merely sponsor the Miami happenings. Instead, Audi took on the roles of cultural creator and arts curator. For example, in addition to providing the vehicles for the shuttle service for VIPs attending the events, Audi:
Filed under: arts, automotive, events, fashion, festivals, financial services, retail, activation
Good News/Bad News for Sponsorship
Some good news for sponsorship: Compared to other forms of marketing, brand sponsorship experienced the greatest increase in levels of trust in the two years since the last Nielsen Global Online Consumer Survey of more than 25,000 Internet consumers from 50 countries. A full 64 percent of consumers surveyed in April said they trust brand sponsorship, up from 49 percent in April 2007.
Latin American consumers are most trusting of brand sponsorships, with 81 percent of both Colombians and Venezuelans, and 79 percent of Brazilians, trusting brand sponsorships. U.S. consumers came in 12th, with 72 percent trusting brand sponsorships. Sponsorships held the least sway among Swedes (33 percent), Latvians (36 percent) and Finns (38 percent).
Latin Americans appear to bring their positive feelings about sponsorship with them to the U.S. IEG research reveals that Latino consumers are among the most responsive audiences to sponsorship.
Filed under: evaluation, financial services, research, sponsorship measurement, sponsorship ROI, automotive