Heard at this past weekend’s NASCAR race that Aflac paid $27 million last year for its primary sponsorship of Carl Edwards’ Roush Fenway Sprint Cup Series team.
Talk about buying at the top of the market.
To be sure, Aflac does a good job activating the sponsorship, at least through TV ads. There’s no escaping that pesky duck.
But really, one has to consider what else that kind of money could buy. Speaking in ballpark terms, $27 million would easily cover the cost of other national marketing platforms—ranging from nonprofits to stick-and-ball pro sports teams—with millions to spare.
With huge apologies to Bill Shakespeare, many muni marketing commentators out there seem to be saying: a road by any other name would sell a street.
Increasingly, the municipal marketing commentary I’m reading focuses on naming rights. Certainly some of that focus is warranted given the high-profile deals on the table right now (e.g., Barclays and New York’s MTA). Yet some of that concentration is because it makes a compellingly controversial image in readers’ minds to talk about “plastering” corporate names on public property—roads, parks, monuments, venues and public transportation.
We hear the inevitable NASCAR comparisons and the gasp-worthy insinuation that the very pavement of Main Street is for sale. more
The distinction between sponsorship evaluation, valuation and return on investment is often an area of confusion for my clients.
Evaluation is a continual and important part of any sponsorship. From a sponsor’s perspective, a partnership should initially be evaluated against other opportunities and should consider—among many factors—the sponsor’s objectives, audience, budget, geography, timing, fit with messaging, etc. Ongoing evaluation of the relationship should be done on a regular basis to ensure it continues to fit with a sponsor’s objectives, budget, etc. Evaluation is generally done on the sponsor side with information provided by the property in order to properly evaluate the opportunity. more
Something that many Americans like to do first thing in the morning is get a jolt of the latest headlines. Therefore, it was a sense of irony the first session of Tuesday’s IEG Sponsorship Conference dealt with media sponsorships. more
In the last keynote address of the day, Carlsberg’s Keld Strudahl explained why the company uses soccer as its core sponsorship platform. more
IEG’s Lesa Ukman and Millward Brown’s Ann Green gave a great presentation today on measuring sponsorship’s return on investment. more