An AOL press release from earlier this week about AOL’s sponsorship of Mercedes-Benz Fashion Week spurred a thought. I wanted to better understand what online companies such as AOL, Google and YouTube are sponsoring and why online companies aren’t more active in sponsorship. more
If you have checked out Sponsorship.com’s News section you may have read the February 17 release from the Quick Chek New Jersey Festival of Ballooning announcing a renewal of the title sponsorship that began in 1993. more
My name is Jon Kander. I am an alumnus of Wake Forest University for undergrad and Ohio University’s MBA/MSA program. I have worked in IEG’s Valuation Services department since graduating from Ohio and am brand new to the IEG blogosphere. You can read a little more about me in the brief bio on the right.
Watching this year’s Super Bowl, I found myself wondering one thing – where are all the Coors commercials? Obviously, the price tag for a 30-second advertisement is steep; however, when Coors is paying an estimated $100 million per year in NFL-themed advertising, promotions and other team sponsorships to be the official beer of the NFL, it needs to make sure it is seen by the 106.5 million people watching the NFL’s marquee game on TV, right? more
Usually when we’re talking about recall and sponsorship in the same conversation, it’s a discussion of figuring out whether audience members had a positive recall (aided or unaided) of a given property's sponsors as measured by a survey. Today, however, we’re talking about product recalls and what should be done by (and for) properties that have the manufacturers—if not the product brands themselves—as sponsors? more
As mentioned in my last post, there are plenty of differing viewpoints on what constitutes an ambush. This time let’s look at the NFL’s marquee attraction, the Big Pro Football Championship Game Recently Played in South Florida.
I find the Super Bowl a more interesting case than the Olympics—at least here in the U.S.—because of its near-holiday status. From a marketing perspective, the game and the NFL take a backseat to the revelry leading up to the game (and the commercial breaks). Can you ambush a holiday? more
A spelling bee in Livingston County, Ill. was recently cancelled because the local paper, The Pantagraph announced it was not able to sponsor the event this year.
That seems to beg a much larger question: Why are so many school districts across the country not able to fund programs, particularly in arts, music and in this case a spelling bee? more
Although yet to officially begin, the 2010 NASCAR season has seen a flurry of sponsorship activity.
Perhaps the most interesting deal came last week when U.S. Rep. Kendrick Meek, who is seeking the Democratic nomination for Florida’s open U.S. Senate seat, announced his one-race primary sponsorship of JD Motorsports’ No. 01 entry in this Saturday’s Nationwide Series opening race at Daytona Int’l Speedway.
Among sponsorship pros—particularly properties—the thought of ambush marketing inspires a lot of dirty looks.
So things might get downright ugly over the next few weeks with the Super Bowl and Winter Olympics taking the world stage. Promotions featuring tickets to the “American football championship” and ads with generic winter athletes abound; it must be a veritable IP law Super—actually, let’s just say it’s a big deal. more
We recently released IEG’s 25th annual sponsorship spending review and forecast, delivering the historic, if unwelcome, news that sponsorship spending by North American companies declined in ’09. If you haven’t had a chance to read the report and see the specific numbers, click here.
The fact that less was spent on sponsorship last year does not come as a huge shock to properties who have had to work much harder to close deals at fair market value, nor to sponsors who have been directed to make budget cuts. As we reported on new deals and success stories in IEG Sponsorship Report last year—success defined mostly by the oft-repeated phrase “flat is the new up”—we also heard many tales that could not be published about discounting and sponsors who were going back and revisiting existing agreements intent on decreasing their commitments. more
Over the last year, the greening of sponsorship has continued to gain momentum, spawning new and compelling opportunities for properties to create platforms and for sponsors to activate. more