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Sponsorship Blog

Jim Andrews Jan 23

Paterno’s Legacy And The Big Question For Sports And Sports Marketers

My family and I moved to the suburbs of Pittsburgh when I was nine and Joe Paterno was already many years into becoming a football and Pennsylvania legend. more

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Jim Andrews Jan 17

Despite Many Questions, Tebow Is A Prime Sponsorship Candidate

It may seem odd that I wrote the headline to this post during the third quarter of Saturday’s night playoff game, at the exact moment Broncos quarterback Tim Tebow was getting sacked with his team down 42-7 to Tom Brady and the Patriots. more

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Lesa Ukman Jan 9

Procter & Gamble Understands The Value Of Cause Marketing Better Than Anyone

Jerry Welsh introduced the term cause related marketing—a strategy he created while EVP of worldwide marketing at American Express—at the second annual IEG Sponsorship Conference in 1985. more

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Jim Andrews Jan 3

Will Short-term And Shared Deals Be The Death Of Sponsorship?

In the beginning, stadium naming rights agreements were largely 20-year commitments, with a few 10-year exceptions. The bulk of NASCAR team sponsorships were for a full season, and marketers signed on to sponsor every stop of a concert tour. more

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Mark Ording Dec 19

Measuring TV Exposure Does Not Capture Sponsorship ROI

There is much more to measuring the ROI of a sponsorship than accounting for the value of brand exposure during TV broadcasts, yet I continue to hear stories of sponsors that put nearly all of their measurement emphasis on that more

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Lesa Ukman Dec 9

Heineken’s Smart Approach To Sponsorship Activation

While in Amsterdam a couple of weeks ago, I dropped in on Hans Erik Tuijt, global manager of activation for Heineken and a speaker at IEG’s 2012 sponsorship conference. more

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Jim Andrews Dec 8

What Does Pujols Deal Mean For L.A. Angels’ Sponsorship Revenue?

While Angels fans start planning World Series celebrations and Cardinals fans assess their club’s fortunes in the wake of Albert Pujols’ departing St. Louis for Anaheim, others are looking at the impact the slugger’s arrival will have on his new team’s bottom line. more

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Lesa Ukman Dec 2

Sponsorship Makes The Cut

Observations, learnings and provocations from October’s ANA Masters of Marketing conference.  more

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Lesa Ukman Dec 1

Sponsorship Insights from Leading European Practitioners

I keynoted the European Sponsorship Assn.’s Future Sponsorship conference in Amsterdam last week. Some takeaways from other presentations: more

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