The deal between MLS team owner Sporting K.C. and Livestrong to make the cancer-fighting foundation the naming rights sponsor of the new soccer stadium opening in June is certainly commendable. However, it is neither unprecedented, nor the best example of this type of partnership between a sports property and a nonprofit.
Those that have come before include: more
The point at which corporate marketers began looking at properties as content providers, in addition to being sources of traditional benefits, was a watershed moment in sponsorship. more
More than 150 delegates gathered in Amsterdam last week for the European Sponsorship Assn.’s Future Sponsorship conference.
As a mom of a toddler and a soon-to-be mom of two (22 days to go but who’s counting?), my attention has turned lately, not surprisingly, to “mommy marketing.” Companies such as Procter & Gamble are all over this trend for brands including Pampers, Tide and Bounce. P&G is focusing on advertorials and Web videos featuring moms in order to spread the word about its products. more
I recently traveled to Sao Paulo, where I addressed a media and marketing conference and met with a number of brand marketers from Brazil’s largest companies. As happens whenever I travel to places away from North America or Western Europe, sponsorship practitioners I talk to bring up “how far behind” their country is compared to the “advanced sponsorship markets.” more
Often, companies sponsoring non-endemic properties are able to create a link through a clever messaging campaign. Developing the messaging strategy for a non-endemic sponsorship campaign requires a three-step process: more
Russell Scibetti, Founding Editor of TheBusinessOfSports.com, and I exchanged a few emails the past couple of days discussing the idea of integrating guarantees and team performance into sponsorship fees and sports business in general. Russell’s comments are in italics and mine are in standard font. Hope you enjoy our conversation. more
Sports rightsholders are missing the boat on social gaming—free games played with friends asynchronously (meaning two can play even if one of you is not online). 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.
For someone who has spent 20-plus years showcasing the commonalities in sponsorship programs across sports, arts, causes, entertainment, events, etc.—as a way to promote best practices and inspire creative thinking—the not-so-sudden realization that the sponsorship marketplace is vastly different than it once was could be a depressing thought. more