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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Sponsorship Blogs
Sarah Hartman Dec 2
Marathon Sponsorships on the Rise
Looking back at the season for marathons, triathlons and other endurance events that unofficially wrapped up last month with the ING New York City Marathon, it’s clear that sponsors have tuned into the many benefits and opportunities that make those events unique and desirable properties. They offer sponsors access to an engaged, passionate audience; often economical rights fees; opportunities for creative and meaningful activation; and opportunities to highlight a company’s social corporate responsibility efforts.
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Filed under: events, marathon, sports, activation
Jon Kander Nov 22
Allstate Wrigleyville Classic A Big Hit
As a follow-up to last week’s blog post, here are three of my favorite sponsorship activation tactics/takeaways from the Allstate Wrigleyville Classic.
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Filed under: festivals, pro sports, sports, activation
Jon Kander Nov 18
Transferring College Gameday to Major League Baseball
I just got tickets to the Allstate Wrigleyville Classic between the University of Illinois and Northwestern University, and I am genuinely excited to see a college football atmosphere brought to Wrigleyville. I’m planning on writing a more extensive blog post next week highlighting my takeaways, favorite activation tactics, and thoughts on the overall fan experience. The remainder of this post will focus on what I hope is the biggest long-term takeaway from the weekend – the Cubs learning how to better engage their fans with a greater pre-game atmosphere.
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Filed under: festivals, pro sports, sports, activation
Sarah Hartman Nov 10
Sponsoring While Under Public Scrutiny: Two Different Approaches
In September 2009, Toyota announced the largest recall in the company’s history, bringing back 3.8 million vehicles. Subsequent recalls followed. In April 2010, BP came under global scrutiny in the wake of the Deepwater Horizon drilling rig disaster and oil spill.
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Filed under: automotive, backlash, sports, activation
Jon Kander Oct 28
Sponsorship Messaging: Creating a Link between Sponsor and Property
Often, companies sponsoring non-endemic properties are able to create a link through a clever messaging campaign. Developing the messaging strategy for a non-endemic sponsorship campaign requires a three-step process:
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Filed under: motorsports, pro sports, sports, trends, activation
Jon Kander Oct 18
Can Wins and Losses Impact the Bottom Line?
Russell Scibetti, Founding Editor of TheBusinessOfSports.com, and I exchanged a few emails the past couple of days discussing the idea of integrating guarantees and team performance into sponsorship fees and sports business in general. Russell’s comments are in italics and mine are in standard font. Hope you enjoy our conversation.
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Filed under: pro sports, sponsorship measurement, sponsorship ROI, sports, trends, negotiating
Jon Kander Sep 29
Is “Pay for Performance” the Newest Sponsorship Trend?
The French Football Federation (“FFF”), the national soccer body, is still feeling the effects from its less than stellar 2010 World Cup performance. The FFF recently had to pay out €4.5 million to its top-tier sponsors to compensate them for France’s first round exit from the 2010 World Cup.
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Filed under: evaluation, negotiating, pro sports, sports, trends, contracts
Jim Andrews Sep 10
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.
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Filed under: naming rights, pro sports, spending, sports, trends, valuation, venues, financial services
Diane Knoepke Sep 1
Steal These Rules and Tools: TED Provides Guidelines for Affiliate Sponsorships
In its characteristically simple and get-to-the-point way, TED has created a springy little jumping-off point for any property that has a need or want to provide sponsorship guidelines to affiliate events or properties. Every single week I talk to organizations trying to reconcile the sponsorship priorities of a “big” or “core” property with the activities of satellite or component properties.
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Filed under: cause marketing, events, guidelines, local, sports, associations
Jim Andrews Aug 25
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.)
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Filed under: packaging, pro sports, selling, sports, trends, naming rights