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. 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
With family guests in town and Chicago’s perennial summer uptick in my and everyone else’s social calendar, the past couple weeks have been chock full of city fun: Cubs and Sox games (full disclosure: I bleed Cubby blue), symphony at Millennium Park, The Field Museum, Art Institute of Chicago, Museum of Science & Industry. . . more
The “movement” is the thing for sponsorship heavy-hitters these days. Moving people to action—causing measurable behavior change—is the highly evolved, holy grail of return on sponsorship measurement. But instead of just counting coupons redeemed or pages “liked,” sponsors and properties are building real relationships, tracking long-term behaviors, and making changes in their businesses using the audiences, information and people-power they gather. more
I know you are probably sick of hearing about ambush marketing, what with the general media back on the topic in advance of the FIFA World Cup tourney starting in South Africa next week, but I have a couple of salient points I’d like to share on the topic.
The first (I’ll save the second for another post) has to do with a longtime pet peeve of ours here at IEG: self-ambush. This is when properties—or related properties such as leagues and their teams—sell rights and benefits that infringe on deals already sold.
I’m very pleased and honored to be a guest blogger today on CNBC’s Sports Biz blog. Please click here to read what the end of the FedEx/Orange Bowl relationship says about how the medium has changed. more
Official corporate sponsors of the 2008 and 2010 Olympics failed to optimize social media opportunities by ignoring search engine optimization. Now the official corporate sponsors of the 2010 FIFA World Cup—including Adidas, Coca-Cola, Emirates and Hyundai/Kia—are missing the boat.
All are failing to link their activation to online search terms such as “soccer world cup” and “world cup 2010.” There is a huge volume of traffic surrounding these terms and sponsors have the rights to use them. So why aren’t they optimizing? Why isn’t FIFA advising them to do so?
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
Among the many sponsorship announcements I receive, one from a couple of weeks ago stood out. It was from the NBA Charlotte Bobcats, touting the fact that subscribers to Time Warner Cable in North Carolina and South Carolina would have an exclusive four-day opportunity to purchase playoff tickets before they went on sale to the general public.
In case you have forgotten (or never knew), the Bobcats play in Time Warner Cable Arena. more