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Posts Tagged “Trends”
 

Lesa Ukman Apr 4

What Rightsholders Should Do Right Now

Among the many great ideas that were shared at IEG’s Return on Engagement conference, one theme that was struck repeatedly was how properties must go beyond the direct benefits they offer corporate partners if they want to truly build value for themselves and their sponsors.  more

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Jon Kander Mar 24

The Importance of Authenticity: Key Learnings from IEG’s Return on Engagement

After taking a few days to digest all of the presentations at our annual sponsorship conference, it dawned on me that the key buzzword and theme for this year’s conference was “authenticity.” Nearly all sessions that I attended made at least some reference to the importance of a partnership being genuine. This extends to how a company showcases its core business attributes, as well as its CSR efforts, which are highly valued by an organization and its employees and a core aspect of the company’s culture.  more

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Lesa Ukman Mar 10

Livestrong Sporting Park: Nice, but not a Big, New Idea

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

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Jim Andrews Feb 8

Smart TVs: The Next Sponsorship-related Content Battleground

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

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Lesa Ukman Nov 30

Highlights from the European Sponsorship Assn. Conference

More than 150 delegates gathered in Amsterdam last week for the European Sponsorship Assn.’s Future Sponsorship conference.  more

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Stacey Goldberg Nov 8

Mommy Tested, Mommy Approved?

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

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Jim Andrews Nov 2

The Global Gap and Sponsorship Willpower

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

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Jon Kander Oct 28

Sponsorship Messaging: Creating a Link between Sponsor and Property

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

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Jon Kander Oct 18

Can Wins and Losses Impact the Bottom Line?

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

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