More than 150 delegates gathered in Amsterdam last week for the European Sponsorship Assn.’s Future Sponsorship conference.
I recently traveled to Sao Paulo, where I addressed a media and marketing conference and met with a number of brand marketers from Brazil’s largest companies. As happens whenever I travel to places away from North America or Western Europe, sponsorship practitioners I talk to bring up “how far behind” their country is compared to the “advanced sponsorship markets.” more
Much has been written and said about Bernie Ecclestone, the brilliant, mercurial puppet master who pulls the strings of the Formula 1 international racing circuit. While I am not expert enough in the details of F1’s business to join the polarized debate over whether he is the best or worst thing to happen to the sport—although I’m sure the answer as it always is in these cases is somewhere in the middle—I do believe he has made a major misstep in the sponsorship arena. more
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. more
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. more
With a growing array of attractions—carnival rides, fireworks, restaurants, bungee jumping—Europe’s music festivals are looking more like theme parks. more
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. more
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?
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. more
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.” more