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
The French Football Federation (“FFF”), the national soccer body, is still feeling the effects from its less than stellar 2010 World Cup performance. The FFF recently had to pay out €4.5 million to its top-tier sponsors to compensate them for France’s first round exit from the 2010 World Cup.
Through our relationship with the Assn. of National Advertisers, IEG participated in yesterday’s quarterly meeting of the ANA’s Sponsorship & Event Marketing Committee, hosted in the beautiful conference facilities at Chicago’s Shedd Aquarium. more
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
As the real-life Mr. Slater joins Peter Finch’s Howard Beale (Network) and Michael Douglas’s Bill Foster (Falling Down) as heroes to those who are fed up with being put upon, taken advantage of, etc., does he offer a lesson for sponsorship rightsholders? more
Beyond the particular circumstances of the Tiger Woods saga are some specific lessons for marketers who partner with individuals and properties.
See my guest column in this week’s Advertising Age to read what all marketers should take away from Tiger’s tale.
I had the pleasure of participating in a panel discussion at Northwestern University’s Kellogg School of Management this weekend. The occasion was the school’s inaugural sports business conference.
“The Business of Sports Sponsorships” panel—which featured Bank of America sponsorship chief Ray Bednar, Cleveland Indians SVP of sales and marketing Vic Gregovits and IMG College SVP Lawton Logan in addition to me—covered a lot of ground in our 75 minutes. more
This past week I attended a National Sports Marketing Networking (NSMN) event on The Evolution and Role of ROI in Sports .
Set up as an open forum with the audience and six panelists, there was a lot of great discussion and insight on what sponsors are looking for in ROI and how properties can provide it. Outlined below are a few of the key takeaways I left the event with: more
Those of you who don’t subscribe to IEG Sponsorship Report (and in my obviously biased opinion, if you work in sponsorship, I think you should) missed a terrific one-on-one interview a few weeks ago with sponsorship veteran Dockery Clark.
The former Bank of America and MillerCoors sponsorship exec took sponsors to task for what she perceives as a trend to use the medium strictly to drive short-term, product-focused results instead of to build passion for brands.
Her observation about the declining importance of exclusivity was very telling in that regard, not to mention that it has been echoed in recent comments by Anheuser-Busch marketers, who have referred to some of their deals as “half exclusive.” (While I understand they probably mean exclusivity restricted to certain property components, the phrase is as ludicrous as saying, “sort of unique.”)
I recently read an article on Fortune.com about the success of Google. The article focuses on 10 key areas that have made Google wildly successful. As I was reading the article, it became clear to me that if every sponsorship seller followed the same 10 lessons, they too would become wildly successful.
So, I have taken the liberty of listing out the 10 key areas, but with an idea of how they apply to the business of selling sponsorship. Here are the 10 lessons that may help you: