Latest Thinking from IEG
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.
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Critical Elements of a Smart Sponsorship
I recently had the pleasure of leading a panel of industry colleagues at PCMA’s Convening Leaders Annual Conference. The group consisted of representatives from PCMA, FedEx Services, the National School Boards Assn. and Gaylord Entertainment/Gaylord Hotels—all of whom have developed deep and meaningful sponsorships that brought in more value and revenue for the associations and their meetings, and provided the sponsors with access and benefits they were seeking.
Filed under: how to get sponsorship, negotiating, selling, sponsorship ROI, associations
Last month, I was watching my beloved Illini basketball team in the annual 2K Sports Classic benefiting Coaches vs. Cancer and I was immediately struck by the disproportionate number of sponsor logos in view.
Filed under: selling, servicing, sports, valuation, college sports
Inside London 2012’s Sponsorship Program
Charles Wijeratna, director of commercial negotiations for London 2012, delivered a great presentation at last week’s European Sponsorship Assn. conference in Amsterdam. Here are the highlights and takeaways:
Filed under: international, London 2012, negotiating, olympics, selling, in-kind
Revving up Sponsorship: Lessons from Motorcycle Properties
If you’re like me you’ve never been to a biker rally, but your head is full of preconceived notions of what a rally entails. For the purposes of my blog, erase from your mind those images of biker bar fights and think of motorcycle rallies as festivals that can be mined for sponsorship ideas just like any other property. Any festival, from Taste of Chicago to the small town county fair, can learn a few things from a biker rally.
Filed under: events, how to get sponsorship, packaging, prospecting, selling, assets
Takeaways From ANA Sponsorship & Event Marketing Committee Meeting
Through our relationship with the Assn. of National Advertisers, IEG participated in yesterday’s quarterly meeting of the ANA’s Sponsorship & Event Marketing Committee, hosted in the beautiful conference facilities at Chicago’s Shedd Aquarium.
Filed under: college sports, contracts, evaluation, how to get sponsorship, negotiating, research, selling, servicing, sponsorship measurement, sponsorship ROI, trends, assets
Platform Exclusivity: An Idea Whose Time Has Come
One concept that I’ve seen properties begin to adopt lately, and which could become a larger sponsorship sales trend, is platform exclusivity. The idea is that only one corporate partner is permitted to activate in a specified channel or manner, e.g., mobile-device marketing, in-store retail promotions, use of video content, ticket giveaways, etc.
Filed under: assets, negotiating, packaging, selling, trends, activation
The WTA Argument: Do Title Sponsors Really Scare Off Other Partners?
As my colleague Bill Chipps reveals in IEG Sponsorship Report this week, the WTA Tour has decided not to market the title sponsorship position about to be given up by Sony Ericsson. (Subscribers can read the full story here.)
Filed under: packaging, pro sports, selling, sports, trends, naming rights
Why Do Properties’ Cause Overlays Leave Sponsors On The Sidelines?
A trend I have noticed lately involves rightsholders—primarily sports and entertainment properties—conducting cause-related promotions that bring attention to their events and organizations while benefiting a charitable group.
Filed under: selling, servicing, trends, packaging
Can Properties Be Too Smart For Their Own Good?
There’s a myth within our industry that sponsors are smarter than properties. Maybe it’s because sponsor decision-makers frequently come from a marketing-specific background, while properties draw from a larger pool of event managers and volunteers. Or maybe it’s because people assume that the side controlling the cash must know what it’s doing.
Filed under: selling, activation
Sponsorship Proposals: Is the Devil Really in the Details? Or Are You Missing the Forest for the Trees?
There’s a lot of unnecessary angst when it comes to sponsorship proposals. PowerPoint or a Word doc? Lots of pictures, lots of words or somewhere in between? E-mail or paper?
The only universal truth to sponsorship proposals is that there is no universal truth to sponsorship proposals. Or, as am I’m wont to say, “It depends.”
Filed under: selling