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Sponsorship Blog

Jim Andrews Oct 24

Is Social Media The Greatest Ambush Marketing Technique Ever?

A recent blog post on valuing social media as a sponsorship benefit prompted a thought-provoking response from my old pal Dan Schorr of Start2Finish Marketing. more

ambush marketing social media activation

 
 
Lesa Ukman Oct 17

What’s the Worst Cause Deal Ever? That’s an Easy One

I was recently asked to name the most damaging cause marketing deal of the past two decades. That dubious honor goes to Sunbeam's alliance with the American Medical Assn. more

cause marketing nonprofit backlash

 
 
Jim Andrews Oct 11

Plenty of Questions Surround Mercedes’ Superdome Deal

Stadium naming rights sponsorships never fail to create conversation about their value, origins and overall worthiness, and last week’s agreement to put the Mercedes-Benz name on New Orleans’ Superdome is no exception. more

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Lesa Ukman Sep 27

Sponsors Activate Nonprofit Partnerships With Social Games

I’ve delivered several presentations recently at sponsor summits and international conferences on using social media to increase the value of nonprofit and cause-related sponsorships.  more

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Jim Andrews Sep 26

Black Mark for BlackBerry: What RIM Did Wrong In Venezuela Sponsorship Snafu

I never suspected the trove of classified government communications trickling out through WikiLeaks would contain a sponsorship story, but a recently released February 2010 cable from the U.S. embassy in Caracas, Venezuela tells a tale with valuable lessons for sponsors. more

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Jim Andrews Sep 19

How Do You Value Social Media Benefits in a Sponsorship Package?

When we launched the IEG Valuation Service in the late ’90s, the phrase “social media” still primarily referred to getting a group of friends together to watch TV. More than a decade later that same term has become a marketable asset for properties, but as with many other benefits offered to sponsors, one that is not easy to value.  more

negotiating social media valuation assets

 
 
Lesa Ukman Sep 9

Pepsi Refresh Still Plagued by Bad Practices

My IEG Consulting Group colleagues and I have been pleased to help hundreds of nonprofits— from UNICEF and World Wildlife Fund to St. Jude Children’s Research Hospital and the American Heart Assn.—generate millions of dollars in nontraditional revenue. We also have teamed with some of the world’s leading brands to value, measure and maximize their ROI on nonprofit partnerships. more

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Jim Andrews Sep 6

Big Shift: IEG Paper Explores New and Better Way to Think About Sponsorship

Looking across all of the brands that IEG would define as “leaders” in sponsorship—companies such as IBM, Gatorade, Aon, Xerox, GE and others—we see a major trend: an alignment of  sponsorships and partnerships with the larger goals of the business, to ensure they are driving growth and having an impact across the entire enterprise.  more

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Lesa Ukman Aug 22

Sponsorship Activation Meets Gamification

Combine geolocation, image recognition and augmented reality technologies with smartphone adoption—31 percent of mobile users have one, according to eMarketer—add in massive gaming participation (183 million Americans report playing a game for an hour per day, according to author Jane McGonigal), and it is no surprise that we are seeing more sponsors use games to activate their sponsorships.  more

digital media new media sponsored content trends activation

 
 
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