Sponsorship Blog
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
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
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
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
Jim Andrews Nov 22
With Forstmann Gone, IMG Unlikely to Stay Intact
The passing of IMG chairman and CEO Ted Forstmann throws into question the company’s future in much the same way that the death of its founder Mark McCormack did seven-plus years ago.
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Filed under: college sports, agency
Jim Andrews Oct 24
Is Social Media The Greatest Ambush Marketing Technique Ever?
A recent blog post on valuing social media as a sponsorship benefit prompted a thought-provoking response from my old pal Dan Schorr of Start2Finish Marketing.
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Filed under: ambush marketing, social media, activation
Jim Andrews Oct 11
Plenty of Questions Surround Mercedes’ Superdome Deal
Stadium naming rights sponsorships never fail to create conversation about their value, origins and overall worthiness, and last week’s agreement to put the Mercedes-Benz name on New Orleans’ Superdome is no exception.
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Filed under: naming rights, pro sports, valuation, venues, automotive
Jim Andrews Sep 26
Black Mark for BlackBerry: What RIM Did Wrong In Venezuela Sponsorship Snafu
I never suspected the trove of classified government communications trickling out through WikiLeaks would contain a sponsorship story, but a recently released February 2010 cable from the U.S. embassy in Caracas, Venezuela tells a tale with valuable lessons for sponsors.
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Filed under: backlash, Canada, contracts, international, media sponsorship, negotiating, telecommunications, arts
Jim Andrews Sep 19
How Do You Value Social Media Benefits in a Sponsorship Package?
When we launched the IEG Valuation Service in the late ’90s, the phrase “social media” still primarily referred to getting a group of friends together to watch TV. More than a decade later that same term has become a marketable asset for properties, but as with many other benefits offered to sponsors, one that is not easy to value.
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Filed under: negotiating, social media, valuation, assets