Leading the way in sponsorship consulting, valuation, measurement and strategy
Call Us:  (312) 944 1727

Sponsorship Blog

Posts Tagged “Sports”
 

Vinu Joseph Oct 26

Heir Jordan’s Battle to Wear Nike A Big Headache for Adidas, UCF

Many of you have probably seen this week’s story about the conflict brewing over the shoes Marcus Jordan—son of basketball legend Michael Jordan—will wear as a basketball player for the University of Central Florida. UCF counts Adidas as its exclusive apparel supplier, but Jordan has apparently requested to wear his father’s eponymous Nike Air Jordan brand. A few thoughts come to mind:  more

sports contracts

 
 
Carrie Urban Kapraun Oct 23

Signage as a Sponsorship Benefit (It isn’t as Boring as you Might Think)

Signage as a sponsorship benefit is often written off. When you compare signage to sponsorship benefits like VIP hospitality, mailing lists and sampling, it doesn’t seem as relevant or meaningful. Also, if you consider the per impression or per person value of signage, it is often on the lower end of the value range (although those impressions can add up). Additionally, signage has gotten a bad rap because, at times, it has been overused, poorly placed or is just not very creative. Plus, signage is hard to leverage and is considered “old school”. A sponsor or property rarely receives recognition around a great sign. However, as much as we would like to think otherwise, a lot of sponsorship packages started as primarily on-site signage or other visibility elements. I definitely don’t think that is what we should go back to, but I would like to make a case for signage as a sponsorship benefit. Signage has evolved a lot, the definition of it has changed, and if done strategically can be a great benefit as part of a sponsorship package.  more

arts associations cause marketing events music sports activation

 
 
William Chipps Oct 22

Vonage Calls Up New Sponsorship Campaign

Properties that draw Indo-Americans, Hispanics and other multicultural and general market audiences that make frequent international phone calls should put Vonage Holdings Corp. on their prospect list. The Internet phone service provider last year hired former Cingular Wireless CMO Marc Lefar as its new CEO. At Cingular, Lefar oversaw the telco’s massive sponsorship portfolio that included everything from pro sports teams to festivals, fairs and performing arts organizations.  more

nonprofit pro sports selling sports how to get sponsorship

 
 
Diane Knoepke Oct 21

Aon Takes Man U Sponsorship to the Field

Imagine my surprise when, sitting in the salon waiting room, a blog post appeared. Someone before me had left behind Q, Aon’s employee magazine (Q3 2009 edition). The bright cover depicts children playing soccer and the headline "UNITED IN 2010: AON AND MANCHESTER UNITED" along with a call-out saying there is a team poster inside. Above and beyond that poster is a case for a sponsorship the likes of which we rarely see. While Aon's core business is not sponsorship or even marketing (it's risk management and human capital consulting), they give their employees solid background on the reasons for the partnership, including business objectives, value drivers and ROI case studies. Particularly impressive is an interview with Charlie Armstrong, senior director, advertising & global branding for AIG, to "find out how the current sponsor leveraged its opportunity to build brand and grow AIG's business."  more

international pro sports sports activation

 
 
Shelley Fasulko Oct 21

Spreading Some Sponsorship Love – Monster and the NFL Score a Touchdown

Something was recently brought to my attention by one of my loyal blog readers (who has no problem shooting me straight): I am a perpetual Negative Nelly in my posts. Yep, just one cynical, critical consultant throwing stones at just about everyone and everything. Thing is, when you make your living spotting potential sponsorship red flags and helping people improve their sponsorship program, you become trained to look for problems and admittedly, can overlook the good stuff. Being a big-time believer in karma, I’d like to put something good out there too. So, this post is a step in the direction of setting my sponsorship karma right, I am actually going to talk about someone doing something well.  more

entertainment pro sports selling sports activation

 
 
Carrie Urban Kapraun Oct 21

Close, but Not Quite a Great Activation Program

An article that appeared in the Detroit Free Press (10/17) about the Ford Taurus Game Day House Party sparked my interest. To summarize the article, Ford partnered with HouseParty.com (a cool idea, but a terrible website, very amateur looking and slow loading) and Ford dealers to throw house parties for groups of guys across the U.S. as they watch football. The house parties were designed to promote the launch of 2010 Ford Taurus. The campaign was expected to reach about 20,000 people at 1,000 house parties. According to the article, the hosts of many of the parties would get to test drive a Taurus for the day and hosts also received a party pack that included banners, thunder sticks and a DVD featuring Fox Sports commentator Michael Strahan. Representatives from local dealers were sent to talk to hosts about the Taurus. The campaign was promoted on websites including FoxSports.com and in print. Ford received 6,000 applications. There is also a contest component and the winner will receive a new Ford Taurus. The House Party is part of a larger campaign that Ford is launching to link the Taurus with pro football. Ford did a similar campaign during American Idol for the Fusion.  more

agency NASCAR sports activation

 
 
Vinu Joseph Oct 20

BofA, NFL Negotiation Puts Spotlight on Challenge of National-Local Conflicts

As Bank of America and the National Football League work to hammer out a renewal of an official league sponsorship, talks appear to be focusing on an issue familiar to many properties— national-local sponsorship conflicts. According to this story from the Charlotte Business Journal, first reported in Sports Business Journal, BofA and the league—more specifically, the league’s 32 individual franchises—are at odds over whether the bank will have the right to use individual team marks on its debit cards.  more

cause marketing local negotiating sports associations

 
 
Diane Knoepke Oct 15

Siemens UK Outfit Puts Together a Classic

The sheer volume of sponsors doing sports/cause cross-property promotions means the approach is no longer trendy. Rather, it’s become a new classic—the sponsorship equivalent of “Jackie O” sunglasses or leather motorcycle jackets. I came across an example yesterday that struck me for how textbook the activation seems—and I mean that in a good way. Siemens sponsors both the Great Britain Rowing Team (GB Rowing) and The Stroke Association in the UK. Siemens is activating them both simultaneously, with a cross-property platform called Stroke for Stroke, which challenges the public to row 10K—inside or outside—to raise funds for the cause. Having looked at the components online and the supporting press, it seems to me that Siemens and its partners are working from a very smart little checklist of how to set these types of promotions up.  more

cause marketing digital media hospitals and healthcare nonprofit non-traditional categories olympics sports strategic philanthropy activation

 
 
Vinu Joseph Oct 15

Stop Using Sponsorship As A Political Football

Yet again we’re seeing an unfortunate intersection between sponsorship and politics. In this story reported in the Charleston Daily Mail, the West Virginia Coal Association has indicated that increased environmental regulation may force it to cut back on its sponsorships and charitable spending. That spending includes sponsorship of the Friends of Coal Bowl—an annual rivalry game between the state’s two biggest college football teams. The association’s seven-year deal runs through 2012. The story quotes WVCA president Bill Raney, saying, “You're taking today and looking at 2012 and we certainly hope we'll be able to do it, but the destiny lies in the hands of the administration in Washington.”  more

sports government/municipal

 
 
 <  5 - 6 - 7 - 8 - 9 - 10 - 11 - 12 - 13 - 14  >