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Sponsorship Blog

Olympic Sponsor Results Reveal Big Research Gaps
Kristen Pelachyk Mar 5

Olympic Sponsor Results Reveal Big Research Gaps

As agencies and consultancies across the globe (IEG included) continue the important process of analyzing data to determine if their activation strategies were a success and quantify their Olympic sponsor clients’ returns on investment, reports have hit the media regarding “who won” in Sochi. more

sponsorship evaluation sponsorship measurement sponsorship ROI sponsorship strategy olympics

 
 
Did Chevrolet and American Cancer Society Miss A Super Opportunity?
Stacey Goldberg Feb 11

Did Chevrolet and American Cancer Society Miss A Super Opportunity?

I know the conversation has moved on from the Super Bowl to the Olympics, but there were some interesting developments related to cause marketing around last week’s game that are worth examining. more

cause marketing social media activation

 
 
The Ambush Marketing vs. Sponsorship Debate Springs Eternal
Jim Andrews Feb 10

The Ambush Marketing vs. Sponsorship Debate Springs Eternal

The Winter Olympic Games are upon us, and even though sponsorship marketing activity around Sochi 2014 is not up to typical Olympic standards, ambush marketing is making its inevitable appearance. more

Olympics Sochi 2014 Ambush Marketing

 
 
Putin’s Policies, Activism and Sponsorship: Fair Game?
Jim Andrews Feb 10

Putin’s Policies, Activism and Sponsorship: Fair Game?

During an interview a few days ago with a reporter for The Motley Fool about sponsorship of the Winter Olympic Games in Sochi, I was asked if it was fair that groups protesting Russia’s anti-gay “propaganda” laws were targeting Olympic sponsors. more

International Olympics Sochi 2014 Backlash

 
 
Anticipating What’s Next
Lesa Ukman Feb 4

Anticipating What’s Next

If you are a seasoned, successful rightsholder with a vast array of assets and a track record of increasing revenue from corporate partners, you may feel you don’t need sponsorship training, and in fact should be the trainer. And you may indeed be right. more

packaging research selling servicing trends how to get sponsorship

 
 
Four Lessons on Measurement for Super Bowl Sponsors
Kristen Pelachyk Jan 24

Four Lessons on Measurement for Super Bowl Sponsors

Super Bowl XLVIII mania is upon us. The Broncos-Seahawks matchup is set. Your shopping list for an epic Super Bowl party has been created. And we’ve all read more about Richard Sherman than any cornerback in NFL history. more

pro sports sponsorship evaluation sponsorship measurement sponsorship ROI sponsorship strategy activation

 
 
Are Black Friday Shopaholics the Next Super Fans?
Kristen Pelachyk Dec 19

Are Black Friday Shopaholics the Next Super Fans?

With less than a week remaining in the 2013 holiday shopping season, our personal shopping lists are most likely top of mind right now—but it’s actually a great time to think about next year’s festival of retail excess from a marketing partnership perspective. more

sponsorship strategy

 
 
What Will Creation Of The World’s Largest Airline Mean For Sponsorship?
Jessica Parr Dec 17

What Will Creation Of The World’s Largest Airline Mean For Sponsorship?

There has been a lot of conversation about American Airlines and US Airways creating the world’s largest airline and the impending merger’s impact on consumers’ wallets. But equally as relevant to our industry, how will it impact current sponsorships—in particular US Airways sponsorships in its hub cities and especially in the Phoenix market, the current home of US Airways headquarters? more

sports sponsorship strategy

 
 
Twitter’s New Revenue-Generating Strategy and Its Sponsorship Potential
Jessi Sanchez Dec 2

Twitter’s New Revenue-Generating Strategy and Its Sponsorship Potential

Twitter is securing top notch sports video highlights, having first done a deal with the NFL and more recently with broadcaster BSkyB for UEFA Champions League matches. Being a fan of both, I can see the tremendous potential in these agreements. more

branded content digital media social media sports activation

 
 
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