Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
Learn more about IEG > Work with IEG >
P&G Example Shows Activation Leads To Bigger and Better Deals
Procter & Gamble's success at the Vancouver Olympic Games—which prompted its new TOP deal with the IOC—was a result of great activation of its USOC sponsorship.
Filed under: international, olympics, activation
Sponsorship Potential From New Caribbean Brew
For those properties with room in the beer category, a new player has entered the U.S. market and is looking for opportunities to create buzz and interact with consumers on the grassroots level. Presidente Beer from the Dominican Republic wants to establish itself as a leader among imported Latin beers, according to the marketing agency it has hired to help in that effort, Miami-based ViVA Partnership.
Filed under: beverage, international, prospecting, beer
The Changing Face of Festivals
With a growing array of attractions—carnival rides, fireworks, restaurants, bungee jumping—Europe’s music festivals are looking more like theme parks.
Filed under: festivals, green, international, events
Major Research Study To Examine ROI From Sports-related CSR Activities
We are always interested in research that examines the true impact of sponsorship and related activities, so we look forward to the results of a recently announced study under the auspices of the U.K.’s Cambridge Judge Business School that will explore the return on investment from corporate social responsibility and grassroots marketing activities run in conjunction with the London 2012 Olympics and other major British sponsorships.
Filed under: olympics, research, sponsorship measurement, sponsorship ROI, international
Why Aren’t Corporate Sponsors Optimizing Search Terms?
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?
Filed under: ambush marketing, beverage, cause marketing, digital media, endorsements, international, music, olympics, social media, soft drink, sports, activation
Festival Sponsors Get Creative With Activation
Festivals are going from strength to strength, especially in Europe. Just one indication of their prominence is the special limited edition jeans Diesel produced for Denmark’s Roskilde Festival. The run of 1,000 jeans are specially treated to deal with mud, wind, rain and other surprises that you might come across during the course of a festival.
Filed under: beverage, digital media, events, festivals, international, music, new media, social media, activation
What I Learned About Sponsorship Backlash While Waiting Out The Ash Cloud
While reading the April 16th edition of The Independent, I came across two striking images. The first was a banner unfurled at a rally staged by Fair Pensions, which lobbies for ethical investment of UK pension funds, reading “BP Sponsors Climate Chaos.”
Filed under: events, festivals, international, backlash
FIFA’s Local Merchant Crackdown Offers Golden Opportunity For Sponsors
Today’s Wall Street Journal reports on FIFA’s efforts to control ambush marketing and the sale of unlicensed merchandise in conjunction with the upcoming World Cup in South Africa.
Filed under: backlash, international, sports, ambush marketing
CSR And Sponsorships Should Be Source Of Innovation
(This blog post originally appeared as an opinion column in IEG Sponsorship Report on March 2, 2010)
Corporate Social Responsibility used to be about managing a few sensitive areas that had the potential to generate positive or negative headlines. But, as companies recognize the direct link between social justice and increased shareholder value, they are abandoning this mandated model and instead embedding sustainability and ethical values into customer loyalty-building, cost reduction, new product creation, sourcing and HR.
Filed under: international, nonprofit, retail, strategic philanthropy, trends, green
Proof Of The Value Of Sponsorship To Coca-Cola
Yesterday’s earnings call with analysts to discuss The Coca-Cola Co.’s fourth-quarter 2009 results demonstrates the importance of the company’s global sponsorship platforms. (A transcript of the call can be found here.)
Within the first few minutes of the call, Coke chairman and CEO Muhtar Kent discussed the most important initiatives underway for 2010, with the Vancouver Games and FIFA World Cup claiming center stage:
Filed under: beverage, international, olympics, soft drink, sponsorship ROI, activation