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Sponsorship Blog

Posts Tagged “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.  more

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.  more

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.  more

automotive backlash sports activation

 
 
Courtney Reilly Nov 9

A Perfect Fit: Jockey’s Support of the Fight against “Cancer below the Waist”

On any given Saturday, I have a sneaking suspicion that most people will find themselves lying around in their underwear at some point throughout the day. On a recent Saturday, the Jockey brand challenged Chicagoans to take it outside.  more

cause marketing nonprofit strategic philanthropy activation

 
 
Dan Kowitz Nov 1

The Power of Spider Webs in Sponsorship

The spider web has long been known to be one of the strongest materials on earth. One strand on its own does not serve much of a purpose, but when hundreds and thousands are woven together, the true strength emerges.  more

assets 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:  more

motorsports pro sports sports trends activation

 
 
Lesa Ukman Oct 15

How Social Media Is Impacting Sponsorship, Part 4

Returning to a topic I have addressed in previous blog posts, I thought I would share some insights presented by the two major social networking players at last week’s Leaders in Football conference in London.  more

assets digital media new media pro sports activation

 
 
Diane Knoepke Oct 6

Your In-kind Sponsorship Agenda: Questions to Ask Before Signing

In-kind is on the brain. Big time. I’ve talked with no less than a half-dozen clients in the last ten days about one or more in-kind and/or barter sponsorship arrangements they are negotiating. In some cases, companies are trying to leverage product or promotional inventory to eliminate part or all of their cash outlay; in others, properties are targeting companies based on the potential for access to their product. Yet the common thread throughout our conversations has been more about the questions they need to be asking than the type of inventory they are negotiating.  more

in-kind negotiating valuation activation

 
 
Jim Andrews Aug 31

Platform Exclusivity: An Idea Whose Time Has Come

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

assets negotiating packaging selling trends activation

 
 
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