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. more
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.) more
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. more
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. more
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.” more
It is amazing how spoiled we have become. We get instant information through texting, social media and the Internet. We can have dinner ready in five minutes or less in the microwave and then we can watch our favorite TV show in record time as we zip through the recorded version. In some cases, we can accomplish a task that used to take two hours perhaps, such as shopping for clothes at the mall, in less than 30 minutes sitting at home online. And all of this without ever having to speak with a single soul. more
The folks that run the business side of Roush Fenway Racing have built a great organization and have done some very smart and innovative things when it comes to sponsorship.
But if the stories out of Concord, N.C. are accurate, I have to question the team’s latest move. In short, news accounts say the team is spending close to $500,000 on redesigning its Web site, with the intention of using the site as a way to attract more corporate marketing dollars through sales videos, upgraded case studies and display of available inventory. more
I’ve got nothing but big ups to send out to BP, the Cubbies and the Sox today on their announcement of the BP Crosstown Cup. In a phrase, this kicks ass. The annual Chi-town Crosstown Shoot Out is one of those experiences of legend and lore – every year passions flare, lines are drawn, Old Styles are drunk and if you’re anywhere in the city of Chicago you’re “calling in sick.” In short, it’s the equivalent of an unofficially sanctioned city-wide holiday. more
I had always thought of fundraising and selling sponsorship as dramatically different disciplines. Even when my title included the word “Development” at one point in my career, and even when I ran a small annual giving campaign for an association, I never considered myself a fundraiser. Instead, I “sold sponsorship and marketing relationships,” and I “marketed a [pin] campaign.” I never “asked;” I “sold.” It wasn’t a judgment on either profession; I just put myself in one bucket and stayed there. And I had a lot of company in seeing the nonprofit world as a bucketed, black-and-white place when it comes to corporate relationships. more
As a newshound, I can’t wait for April 2. April 1 seems like a constant cycle of clicking on a link to an interesting article and realizing within a paragraph it’s all a self-indulgent joke—and generally not a very funny one. Note to editors everywhere: The Onion’s on Line 1—you didn’t get the job. more