Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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Sponsorship Blogs
Lesa Ukman May 21
What We Can Learn From UEFA Champions League Sponsorship
With the 2013 UEFA Champions League finals on tap for Saturday, I looked into how various sponsors are activating and why UCL remains such an appealing partnership opportunity for brands.
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Filed under: beer, financial services, international, social media, sponsorship strategy, sports, activation
Jim Andrews Mar 18
As Cities Turn Away Mega Events, What Will Sponsors Do?
Following news last week that residents of Vienna resoundingly rejected the city’s plan to bid for the 2028 Olympic Games, I had an interesting discussion with my colleague John Kristick, global CEO of GroupM ESP. John is well qualified to discuss this issue, having been the managing director of the U.S. bid to host the 2022 FIFA World Cup.
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Filed under: international, olympics, sports, events
Lesa Ukman Dec 20
Musical Airline Sponsorships in Barcelona
Turkish Airlines, a “Premium Partner” of FC Barcelona since January 2010, is being displaced by a change in the club’s shirt sponsor.
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Filed under: contracts, endorsements, international, negotiating, pro sports, servicing, spending, sponsorship strategy, sports, backlash
Lesa Ukman Nov 16
Louis Vuitton Connects The Dots By Leveraging Artist Collaboration
The partnership between Louis Vuitton and Japanese artist Yayoi Kusama shows that the arts are every bit as exploitable as sport. It just takes creativity.
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Filed under: arts, digital media, fashion, international, museums/zoos/aquariums, retail, activation
Lesa Ukman Oct 30
Designer “Haute-Eliers” And Their Brand Partnerships
Over the last decade, upscale fashion brands found on New York City’s Madison Avenue, Paris’s Avenue Montaigne and London’s Sloane Street have extended well beyond apparel and accessories into housewares, sheets and textiles, lighting and furniture.
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Filed under: international, trends, venues, fashion
Lesa Ukman Oct 18
Italian Cultural Partnerships Bear Watching
As oil is the Middle East’s natural resource, culture is Italy’s. The country is home to more UNESCO World Heritage sites, museums and archeological sites than any other in the world.
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Filed under: backlash, cause marketing, destination/tourism, fashion, government/municipal, international, museums/zoos/aquariums, arts
Lesa Ukman Aug 7
The Fashion Games
Design of Olympic apparel has radically shifted from costume to fashion at the 2012 London Games.
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Filed under: international, London 2012, olympics, fashion
Jim Andrews Aug 3
10 Olympic Sponsors to Watch—and Why
In case you missed the article I wrote for Business Insider, here’s my pre-Games take on which marketers were poised to succeed at London 2012:
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Filed under: ambush marketing, endorsements, international, London 2012, olympics, activation
Lesa Ukman Jun 26
Events Gain Well-deserved Support From Tourism Offices
Although event and festival producers often act as de facto marketing arms of cities, regions or countries—attracting visitors, generating positive media coverage, enhancing quality of life for residents, etc.—rarely do they get strategic, sustained support from their tourism bureaus.
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Filed under: events, festivals, government/municipal, international, destination/tourism
Lesa Ukman Jun 13
Festival Innovations Demonstrate New Ways of Connecting with Audiences
There is much irony is writing this post from Tuscany, where so many of the festivals date back to medieval times and don’t need to be concerned with staying relevant through fresh ideas and content.
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Filed under: events, festivals, international, music, trends, destination/tourism