Latest Thinking from IEG

Newest, Best Practices For Sponsors And Rightsholders
Great sponsorships begin with great insights–an understanding of how your customers experience and interact with sponsored properties, and how brands can tangibly enhance the experience.

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Filed under: beer, digital media, events, festivals, international, new media, olympics, pro sports, social media, soft drink, trends, activation

Big Leaps, Big Returns: Watchmaker Hublot’s Approach To Sponsorship
I was in Switzerland last week meeting with Jean-Claude Biver about his keynote at Leap, IEG’s 2012 Sponsorship Conference next month.

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Filed under: cause marketing, endorsements, IEG conference, international, motorsports, sports, activation

Measuring TV Exposure Does Not Capture Sponsorship ROI
There is much more to measuring the ROI of a sponsorship than accounting for the value of brand exposure during TV broadcasts, yet I continue to hear stories of sponsors that put nearly all of their measurement emphasis on that

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Filed under: sponsorship measurement, sponsorship ROI, international

Heineken’s Smart Approach To Sponsorship Activation
While in Amsterdam a couple of weeks ago, I dropped in on Hans Erik Tuijt, global manager of activation for Heineken and a speaker at IEG’s 2012 sponsorship conference.

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Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, activation

Sponsorship Insights from Leading European Practitioners
I keynoted the European Sponsorship Assn.’s Future Sponsorship conference in Amsterdam last week. Some takeaways from other presentations:

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Filed under: arts, international, olympics, activation

Black Mark for BlackBerry: What RIM Did Wrong In Venezuela Sponsorship Snafu
I never suspected the trove of classified government communications trickling out through WikiLeaks would contain a sponsorship story, but a recently released February 2010 cable from the U.S. embassy in Caracas, Venezuela tells a tale with valuable lessons for sponsors.

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Filed under: backlash, Canada, contracts, international, media sponsorship, negotiating, telecommunications, arts

The Seven Essential Functions of Successful Event Apps

My last post shared some great examples of festival and event apps that build audience engagement for both the properties and their sponsors. In reviewing the elements that allow apps to live up to their engagement potential, seven specific functions rise to the top:

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Filed under: events, festivals, international, new media, social media, digital media

Great App Ideas for Festivals, Live Events and Their Sponsors

It used to be you grabbed the festival calendar from your free weekly and circled what bands you wanted to see. Now, Web-based applications for smartphones and tablets let you plan, share and update schedules with military precision. Before committing to a stage, you can review a band’s videos, see how many “likes” they have on Facebook and check out which bands they are most similar to in your music library.

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Filed under: events, festivals, international, new media, social media, telecommunications, digital media

Sponsorship Success Depends on Activation
Sponsorship can build brand equity, sales and shareholder value, but it is mostly the activation of sponsorship that does those things.

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Filed under: international, London 2012, olympics, activation

Why Leagues Should Not Regulate Team Sponsorships

English Premier League club Manchester City recently signed a 10-year deal—which includes title of the team’s stadium and shirt sponsorship—with Etihad, Abu Dhabi’s national airline, for the princely sum of £300 million ($482 million), according to media reports.

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Filed under: international, naming rights, pro sports, valuation, backlash