One concept that I’ve seen properties begin to adopt lately, and which could become a larger sponsorship sales trend, is platform exclusivity. The idea is that only one corporate partner is permitted to activate in a specified channel or manner, e.g., mobile-device marketing, in-store retail promotions, use of video content, ticket giveaways, etc. more
As my colleague Bill Chipps reveals in IEG Sponsorship Report this week, the WTA Tour has decided not to market the title sponsorship position about to be given up by Sony Ericsson. (Subscribers can read the full story here.) more
A trend I have noticed lately involves rightsholders—primarily sports and entertainment properties—conducting cause-related promotions that bring attention to their events and organizations while benefiting a charitable group. more
The Wall Street Journal ran a page one story yesterday on the rise in local school districts seeking private support from businesses and other organizations to offset budget cuts resulting from decreasing tax revenues. more
From furniture, food and jewelry to haute couture, lighting and architecture, craft—the art of the handmade—is everywhere. more
I had the pleasure of co-leading a session last Thursday at the Council for Advancement & Support of Education’s Annual Conference for Corporate & Foundation Relations Officers in San Francisco.
My co-leader for the session titled: “Strategic Philanthropy: A New Paradigm for How Corporations Partner with Higher Education” was Eric Thompson, director of corporate & foundation relations for Purdue University Calumet. more
(This blog post originally appeared as an opinion column in IEG Sponsorship Report on April 19, 2010.)
In recent private conversations with a number of key sponsorship professionals, I picked up the following tidbits that I thought were worth sharing: more
The folks that run the business side of Roush Fenway Racing have built a great organization and have done some very smart and innovative things when it comes to sponsorship.
But if the stories out of Concord, N.C. are accurate, I have to question the team’s latest move. In short, news accounts say the team is spending close to $500,000 on redesigning its Web site, with the intention of using the site as a way to attract more corporate marketing dollars through sales videos, upgraded case studies and display of available inventory. more
The opportunity presented by digital is huge in terms of access to new markets and audiences, deeper fan experiences through leveraging digital technologies and longer event access through distributing new content in fresh ways.
Social media plus sponsorship gives people a reason to share brand messages. For example, Colgate’s Facebook application called Smiles languished for months, until Colgate recast the tool, offering donations each time users shared Smiles. The result: The widget was shared 500,000 times in five weeks.
Greetings from London, where I’m leading a discussion on social media and sponsorship for a workshop hosted by IEG and Burson Marsteller. more