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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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.
Filed under: naming rights, pro sports, valuation, venues, automotive
Ambush Marketing Amongst Cosponsors?
I was watching the NBA Slam Dunk contest on Saturday night when Blake Griffin made his event-winning dunk over a Kia Optima. It got me wondering – can a cosponsor ambush another cosponsor? Kia appeared to receive the most post-event buzz on the twitter-sphere despite Sprite being the event title sponsor and newspaper/website headline pictures all featured Griffin’s dunk over the car. Yet, was this necessarily a bad thing for Sprite?
Filed under: ambush marketing, automotive, product placement, soft drink, sports, activation
Sponsoring While Under Public Scrutiny: Two Different Approaches
In September 2009, Toyota announced the largest recall in the company’s history, bringing back 3.8 million vehicles. Subsequent recalls followed. In April 2010, BP came under global scrutiny in the wake of the Deepwater Horizon drilling rig disaster and oil spill.
Filed under: automotive, backlash, sports, activation
A Print Media Sponsorship That Actually Qualifies As A Sponsorship
When I receive word of a “sponsorship” or “marketing partnership” that has at its core a relationship between a corporation and a magazine publisher, I tend to disregard it as nothing more than a media buy that’s been given a gussied up name to try to generate some additional buzz.
Filed under: assets, automotive, media sponsorship, retail, what is sponsorship, activation
Art Basel Miami Beach, Design Miami And Sponsors Deliver For Audience
Although Audi was not the primary sponsor of either Art Basel Miami Beach or its sister event, Design Miami—roles that belong to UBS and HSBC Private Wealth respectively—it was the most ubiquitous.
Eschewing auto shows in favor of the Miami events for the unveiling of its 2010 A8, Audi of America spent north of $6 million but south of $10 million building out its presence.
The automaker, which has increased its marketing budget by 20 percent this year to seize share from its more distressed competitors in the luxury car segment, did not merely sponsor the Miami happenings. Instead, Audi took on the roles of cultural creator and arts curator. For example, in addition to providing the vehicles for the shuttle service for VIPs attending the events, Audi:
Filed under: arts, automotive, events, fashion, festivals, financial services, retail, activation
Ford S-MAX Teams With Spandau Ballet
Ford S-MAX has been named transport of choice for Spandau Ballet’s Reformation tour. The October tour in Ireland and the U.K. is the band’s first outing in more than 20 years.
Maybe this partnership with spark corporate interest in Blancmange, Classix Nouveaux and other “new romantic” acts from the ’80s.
Filed under: entertainment, in-kind, music, automotive
Toyota Goes Extra Mile With Marathon Activation
With the Bank of America Chicago Marathon behind us, sights are set on the next major event on the running calendar: November’s ING New York City Marathon.
Unlike those who are particularly adept runners (my running style has occasionally been compared to that of a Mack truck), I focus not on incredible feats of endurance but feats of sponsorship activation.
One of the best activation examples of the upcoming ING New York City Marathon comes to us courtesy of Toyota.
Filed under: automotive, marathon, sports, activation
Valuing On-Site Interactive/Highly-Integrated Opportunities Can be Tricky – Part Three of a Three-Part Series
As mentioned in parts one and two of the series, of all of the categories of tangible benefits (both measured and non-measured) that I come across, valuing “can’t buy” hospitality, unique access opportunities or interactive/highly-integrated benefits are some of the hardest tangible benefits to value. Of course, these also happen to be some of the most valuable pieces of a sponsorship package.
The third part of the series concentrates on on-site interactive or highly-integrated opportunities. Many of the principles for valuing VIP hospitality and unique access opportunities apply to interactive/highly-integrated opportunities. Keep in mind, there isn’t always a clear delineation between categories; the line can be a little blurry.
Filed under: associations, automotive, beer, cause marketing, destination/tourism, events, government/municipal, nonprofit, pro sports, soft drink, sports, valuation, arts
Are Struggling Sponsors the New Cause?
Having spent the last year living in Michigan, I’ve been taken by just how ingrained the auto industry is in the state’s DNA. The industry’s successes and failures seem to affect every one of my neighbors in some meaningful way.
Knowing how important the industry has been to local sponsorship sellers, I’ve also been interested to see how they’ve responded to the Big Three’s cutbacks on sponsorship spending. While plenty have just moved on despite the inevitable dropped deals or decreased commitments, a couple have seemed to embrace these titans of industry the way one might a local cause.
The Detroit Tigers, for example, lost General Motors as a sponsor. Rather than simply erasing GM’s presence from the park, the Tigers put GM’s logo—along with those of Ford and Chrysler—in a prominent spot in center field with signage reading, “The Detroit Tigers Support Our Automakers.”
Filed under: local, automotive
Valuing Unique Access Opportunities Can be Tricky – Part Two of a Three-Part Series
As mentioned in part one of the series, of all of the categories of tangible benefits (both measured and non-measured) that I come across, valuing “can’t buy” hospitality, unique access opportunities or interactive/highly integrated benefits are some of the hardest tangible benefits to value. Of course, these also happen to be some of the most valuable pieces of a sponsorship package.
The second part of the series concentrates on unique access opportunities. Many of the principles for valuing VIP hospitality apply to unique access opportunities. Keep in mind, there isn’t always a clear delineation between categories; the line can be a little blurry.
Filed under: associations, automotive, beer, cause marketing, destination/tourism, events, government/municipal, music, nonprofit, pro sports, soft drink, sports, valuation, arts