Driving substantial and sustainable increases in sponsorship revenue, whether from securing new partners or upselling existing ones, is directly connected to investments in the following six Ps: more
Back in the early ’80s, when sponsorship was new to pretty much everyone, IEG traveled the world teaching sponsorship acquisition and sponsorship sales. The industry has incorporated those learnings and sponsorship “mavens” from near and far have incorporated those ideas into their books, blogs and practices. more
If you’re like me you’ve never been to a biker rally, but your head is full of preconceived notions of what a rally entails. For the purposes of my blog, erase from your mind those images of biker bar fights and think of motorcycle rallies as festivals that can be mined for sponsorship ideas just like any other property. Any festival, from Taste of Chicago to the small town county fair, can learn a few things from a biker rally. more
Much has been written and said about Bernie Ecclestone, the brilliant, mercurial puppet master who pulls the strings of the Formula 1 international racing circuit. While I am not expert enough in the details of F1’s business to join the polarized debate over whether he is the best or worst thing to happen to the sport—although I’m sure the answer as it always is in these cases is somewhere in the middle—I do believe he has made a major misstep in the sponsorship arena. more
One concept that I’ve seen properties begin to adopt lately, and which could become a larger sponsorship sales trend, is platform exclusivity. The idea is that only one corporate partner is permitted to activate in a specified channel or manner, e.g., mobile-device marketing, in-store retail promotions, use of video content, ticket giveaways, etc. more
As my colleague Bill Chipps reveals in IEG Sponsorship Report this week, the WTA Tour has decided not to market the title sponsorship position about to be given up by Sony Ericsson. (Subscribers can read the full story here.) more
A trend I have noticed lately involves rightsholders—primarily sports and entertainment properties—conducting cause-related promotions that bring attention to their events and organizations while benefiting a charitable group. more
Would You Price A Sponsorship Like You’d Price A Steak?
If you know IEG, you know we generally advise against selling sponsorship with an a la carte menu. Surprisingly enough, this idea was affirmed for me this weekend while listening to The Splendid Table, American Public Media’s outstanding weekly food show. more
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
One of the most common questions that I hear is: “How can I maximize the value of my sponsorship opportunities?”
This can be a daunting question for a property because there are numerous potential answers and generally there isn’t one “right” answer. There are both short-term solutions, such as adding overlooked tangible benefits to a package, or enhancing existing benefits and long-term solutions, such as increasing awareness of your organization. As always, the answer is unique to each property. My next few blogs, at a high-level, will focus on answering various aspects of this question. Let’s start at the beginning… more