The recent sponsorship deal forged on behalf of Enterprise Rent A Car by the NHL is noteworthy in that it includes rights and benefits with all 30 of the league’s teams.
Anyone who has ever tried to construct an agreement where a sponsor fee is paid to a “parent” organization and then divided among constituent bodies—be they teams, chapters, etc.—knows how difficult it can be to please everyone involved. more
Festivals, Hispanic events and other types of local properties may want to put T-Mobile on their prospect list for ’10.
T-Mobile this year saw success from a five-month guerilla marketing campaign in which the company sponsored more than 25 events ranging from local festivals to state and county fairs.
Case in point: T-Mobile conducted more than 26,000 “Mobile Makeovers” and activated more than 5,000 new accounts at the events.
What would Thanksgiving be without dry turkey, family arguments and lame lists of things to be thankful for? Arbor Day, that’s what.
Far be it from me to deprive you of a proper Thanksgiving. So without further ado, three things every property should be thankful for:
Have you ever heard of a property donating an $8.3 million title sponsorship slot? Well you have now! Team Origin, a U.K. America’s Cup team founded by business man Keith Mills, is donating the title sponsorship of their team to Carbon Trust, an independent business set up by the U.K. government to affect positive change regarding low-carbon economies.
Team Origin is an eco-conscience team at heart but they also believe this to be a good financial decision. “This is a different way of marketing sport and a model that has a lot of promise going forward” said Tom Delay, CEO of Carbon Trust. According to Mr. Delay “The team has said it believes in being sustainable in terms of our environmental impact, and we are going to attract a number of sponsors who all want to be associated with that as a core value.” more
I received a press release the other day from the Caged Heat Racing Series, a new motorsports property with plans to launch a 20-city series of arena racing events next April. If you’re interested in details about the circuit, you can find them at www.highoctanethrills.com.
The release touted an opportunity for small businesses to become involved as sponsors of the series. Specifically, it offered the opportunity to pay $2,010 to be one of 2,010 associate sponsors. Benefits at that level include a Web site link, four T-shirts, four credentials to the race of your choice and a Caged Heat “certificate wall plaque for your office.”
The release also says these sponsors will receive national media coverage, offering no details, but does it really matter in the face of such mind-boggling clutter?
ia coverage, offering no details, but does it really matter in the face of such mind-boggling clutter? more
Recently I had the opportunity to speak at and attend the annual convention of the Michigan Festivals & Events Association. With an audience of local events—most operating on shoestring budgets and almost exclusively volunteer-run—I expected to find a predominance of cookie-cutter sponsorships, mass-mail proposals etc.
While I came across several sponsorship don’ts, I was overwhelmed by the interest and enthusiasm for building genuine partnerships with local businesses. For the most part, these events are designed to draw tourism business to small towns throughout the state; so their success has a direct impact on local businesses, whether they are sponsors or not. While cash is still king, these events are also looking for ways to build buzz and drive attendance—objectives that don’t always demand cash. Such events would certainly seem ideal opportunities for events and businesses to collaborate.
There’s an aisle in just about every Walgreen’s and CVS in the US that my friends and I like to call the “Cheesy TV Aisle.” It’s that awesome aisle where you can learn everything from how to “set and forget” your way to a perfect roast, “bump it” to give your hair that sexy volume and “sham-wow” yourself out of a mess. To date, I’ve used this aisle primarily for two reasons: to kill time while my prescriptions are being filled and/or as a great place to pick up gag gifts for care packages for friends. Here’s the really funny part about all of this: three of these said, “Cheesy TV Aisle” products either have posted or are on target to rake in sales of $300 million or more. (And that is the sound of my jaw hitting the floor followed by the sound of me slopping down a serving of humble pie). more
I attended the Association of Fundraising Professionals’ Midwest Conference on Philanthropy yesterday and although the content of the conference was not sponsorship focused, there were some insights that were very relevant to sponsorship.
The opening session was led by Adrian Sargeant, the Robert F. Hartsook Professor of Fundraising at Indiana University. Even though the content of the session was focused on driving donor loyalty, there were several topics covered that are pertinent, and three that I would like to highlight. The concepts of retention and defection, lifetime value, and value segments all have a place in sponsorship. Because of the limited information available on some of these topics within fundraising, during his research Sargeant turned to insights developed on the consumer side.
I have no problem admitting I love partaking in some Real Housewives of Orange County viewing (or Atlanta, New Jersey, New York City, hell, it could be The Real Housewives of Des Moines and I’d probably watch). However, it is definitely not the first thing I bring up as conversational fodder when attempting to convey my personality and what I stand for. So, when I read today that Sprint is signed on as a sponsor of Bravo’s fifth season of The Real Housewives of Orange County,I was a bit… well, stunned I guess.
For starters, here are the deets of the deal; Sprint will receive:
If you have ever been nervous about giving a speech or presentation, you’ve probably heard that you should picture the audience members in their underwear. If you’ve ever tried it, chances are you know how bad that advice is.
In that spirit, play this 12-second video for some bad advice on how to get past the gatekeeper in your next sales effort. more