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Posts Tagged “Sponsorship Measurement”
 

Jim Andrews Jun 9

Major Research Study To Examine ROI From Sports-related CSR Activities

We are always interested in research that examines the true impact of sponsorship and related activities, so we look forward to the results of a recently announced study under the auspices of the U.K.’s Cambridge Judge Business School that will explore the return on investment from corporate social responsibility and grassroots marketing activities run in conjunction with the London 2012 Olympics and other major British sponsorships.  more

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Diane Knoepke May 19

The Lists Have It: Corporate Sponsorship Works for Brands

Pat yourself on the back. Not only do you look fabulous today (oh, c’mon, you know you do), you’re pretty brilliant. Specific evidence of your above-average intelligence? You already knew that leading brands use corporate sponsorship to drive/reinforce their brand value and market leadership.  more

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Jim Andrews Mar 18

Presence Marketing Is Dead (Isn’t It?)

I thought we all agreed some years ago that the idea of a company showing up, being seen, putting its name on something and then counting eyeballs and impressions was a marketing concept whose time had come and gone, made obsolete by new technologies and no longer relevant in a world of consumers who demanded to be engaged. Well someone forgot to tell the many sports marketing experts I have seen quoted the past few days regarding Tiger Woods’ return to golf at The Masters. The consensus among this chattering class—many of them academics—is that Tiger’s return, in and of itself, will be a huge boon to the companies he still endorses because of the attention it will attract to him and, presumably, those marketers. Really?  more

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Jim Andrews Feb 24

Breaking A Fall From Grace: What Tiger Teaches Us

Beyond the particular circumstances of the Tiger Woods saga are some specific lessons for marketers who partner with individuals and properties. See my guest column in this week’s Advertising Age to read what all marketers should take away from Tiger’s tale.  more

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Jim Andrews Feb 23

Insights From the Kellogg Sports Business Conference, Part 1

I had the pleasure of participating in a panel discussion at Northwestern University’s Kellogg School of Management this weekend. The occasion was the school’s inaugural sports business conference. “The Business of Sports Sponsorships” panel—which featured Bank of America sponsorship chief Ray Bednar, Cleveland Indians SVP of sales and marketing Vic Gregovits and IMG College SVP Lawton Logan in addition to me—covered a lot of ground in our 75 minutes.  more

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Rob Campbell Jan 27

What Properties Can Do to Ensure Sponsorship ROI

This past week I attended a National Sports Marketing Networking (NSMN) event on The Evolution and Role of ROI in Sports . Set up as an open forum with the audience and six panelists, there was a lot of great discussion and insight on what sponsors are looking for in ROI and how properties can provide it. Outlined below are a few of the key takeaways I left the event with:  more

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Diane Knoepke Jan 14

Eight More Things from Dallas and PCMA 2010

We had a great four days at the Professional Convention Management Association (PCMA) Annual Meeting this week. The event’s host city, Dallas, repeated its catchy “One More Thing” theme throughout the event. With my thanks to Dallas for a great job as host, here are eight more observations from PCMA—I promise at least seven of them have real-life applications, and I’ll let you decide about #8.  more

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Rob Campbell Jan 13

Does Selling Short-term Sponsorship Weaken Your Brand?

The NFL has been on a recent kick of signing short-term sponsorship deals in the quick-service restaurant category. Most recently, the league announced this week a deal lasting through March 1 making Papa John’s the official pizza sponsor of the NFL and Super Bowl XLIV.  This sponsorship is very similar to the league’s relationship last year with KFC, in which the fast-feeder was the official wing of the NFL Playoffs and Super Bowl XLIII.  more

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Diane Knoepke Dec 18

Add This Sponsorship Resolution to Your List: Measure Everything

Is a new-year’s-resolution post a tad predictable? Yep, and I’m embracing it, as you should embrace the idea of embedding predictability into your world in 2010.  Put measurement (and results-driven action) at the top of your 2010 To (Really) Do List and you will have a more prosperous new year and a more bankable future.  more

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