Latest Thinking from IEG

What We Can Learn From UEFA Champions League Sponsorship
With the 2013 UEFA Champions League finals on tap for Saturday, I looked into how various sponsors are activating and why UCL remains such an appealing partnership opportunity for brands.

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Filed under: beer, financial services, international, social media, sponsorship strategy, sports, activation

In the Wake of Boston Tragedy, Sponsors and Properties Discuss What’s Next
Although the twin bombings at the Boston Marathon have already had a significant impact on marathons and other types of events—namely increased security—most sponsorship veterans expect the incident to have little impact on sponsorship spending in the endurance sports space

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Filed under: events, marathon, sports, venues, cause marketing

As Cities Turn Away Mega Events, What Will Sponsors Do?
Following news last week that residents of Vienna resoundingly rejected the city’s plan to bid for the 2028 Olympic Games, I had an interesting discussion with my colleague John Kristick, global CEO of GroupM ESP. John is well qualified to discuss this issue, having been the managing director of the U.S. bid to host the 2022 FIFA World Cup.

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Filed under: international, olympics, sports, events

Keep Your Eye On Online Gaming As Potential Blockbuster Sponsor Category
Just a little over two years ago, the Internet gambling industry in the U.S. was under siege from the federal government. It was declared illegal and the operators of its largest concerns were the targets of criminal and civil lawsuits.

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Filed under: prospecting, selling, spending, non-traditional categories

Sponsorship, The Final Frontier: NASA As The Next Formula 1
Last December, testifying before the U.S. House of Representatives’ Science, Space and Technology Committee, former Rep. Robert Walker (R-Pa.) called upon the federal government to embrace the idea that long-term, cost-saving public and private partnerships are a viable solution for obtaining the resources needed to make future NASA missions achievable.

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Filed under: government/municipal, assets

Why Brands Shy Away from Sponsorship
Exploring the differences between traditional advertising and sponsorship is familiar terrain for those of us at IEG, but I have reached some new conclusions about these two vehicles for communicating with a brand’s consumers.

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Filed under: sponsorship strategy, agency

Five Relevant Lessons from Red Bull on Using Digital to Activate Sponsorships
The Red Bull Stratos mission— that saw Felix Baumgartner jump from more than 23 miles above the earth on Oct. 14, 2012—did not just break the world records for longest distance free fall, highest jump from a platform and maximum vertical velocity, it was the biggest digital live event on record, raising the bar on how brands can activate sponsorships in social media.

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Filed under: beverage, branded content, digital media, events, social media, sponsored content, activation

Are Bowl Game Sponsorships Good Investments?
To answer the question of whether a brand should become a sponsor of a college bowl game, you have to first make the distinction between title sponsors and other levels of partnership.

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Filed under: sponsorship strategy, sports, valuation, bowl games

Musical Airline Sponsorships in Barcelona
Turkish Airlines, a “Premium Partner” of FC Barcelona since January 2010, is being displaced by a change in the club’s shirt sponsor.

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Filed under: contracts, endorsements, international, negotiating, pro sports, servicing, spending, sponsorship strategy, sports, backlash

Sponsors Can’t Afford To Be Bystanders When Controversy Strikes
My WPP colleague Rob Norman has written a timely piece entitled “Is NFL Brand Safe?” which you can read at MediaBizBloggers.com.

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Filed under: pro sports, sponsorship strategy, sports, trends, backlash