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Posts Tagged “Negotiating”
 

Jon Kander Sep 29

Is “Pay for Performance” the Newest Sponsorship Trend?

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.  more

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Jim Andrews Sep 15

Takeaways From ANA Sponsorship & Event Marketing Committee Meeting

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

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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

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Jim Andrews Aug 11

Should Sponsored Properties Follow The Example of JetBlue Flight Attendant Steven Slater?

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

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Jim Andrews Feb 24

Breaking A Fall From Grace: What Tiger Teaches Us

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.  more

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Jim Andrews Feb 23

Insights From the Kellogg Sports Business Conference, Part 1

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

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Rob Campbell Jan 27

What Properties Can Do to Ensure Sponsorship ROI

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

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Jim Andrews Oct 29

Big Sponsorships, Small Thinking

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.”)  more

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Dan Kowitz Oct 28

How to Become the Google of Sponsorship

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:  more

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