Fresh Insights 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
Jim Andrews Feb 3
Komen Controversy's Lessons For Sponsors
Having enjoyed many years of a productive partnership with Susan G. Komen for the Cure, the organization’s corporate partners are no doubt feeling blindsided by this week’s firestorm over SGK’s decision to no longer provide funding to Planned Parenthood.
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Filed under: cause marketing, nonprofit, social media, backlash
Lesa Ukman Jan 30
Sponsorship and Return on Innovation
Speakers at IEG’s 2012 Sponsorship Conference are bringing unprecedented levels of innovation to the sponsorship space.
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Filed under: arts, events, festivals, IEG conference, non-traditional categories, activation
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.
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Filed under: college sports, pro sports, sports, backlash
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.
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Filed under: pro sports, endorsements
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.
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Filed under: IEG conference, trends, cause marketing
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.
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Filed under: what is sponsorship, sponsorship measurement
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
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Filed under: sponsorship measurement, sponsorship ROI, international
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.
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Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, activation
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.
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Filed under: pro sports, selling, endorsements
Lesa Ukman Dec 2
Sponsorship Makes The Cut
Observations, learnings and provocations from October’s ANA Masters of Marketing conference.
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Filed under: research, sponsorship measurement, sponsorship ROI, telecommunications, trends, endorsements