Latest Thinking from IEG

Musical Airline Sponsorships in Barcelona
Turkish Airlines, a “Premium Partner” of FC Barcelona since January 2010, is being displaced by a change in the club’s shirt sponsor.

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Filed under: contracts, endorsements, international, negotiating, pro sports, servicing, spending, sponsorship strategy, sports, backlash

Bad Faith: Big Brother Pulls the Rug Out from under Venue Sponsorship
Unsettling news came out of Vancouver last week, as the provincial government of British Columbia killed a deal for telecommunications company Telus to obtain naming rights to BC Place Stadium.

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Filed under: Canada, contracts, government/municipal, in-kind, naming rights, negotiating, telecommunications, valuation, venues, backlash

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

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

Solid Advice on Sponsorship’s Legal Issues

Mary Hutchings Reed, the attorney who has defined many of the business and legal issues surrounding sponsorship, sports, arts, entertainment and cause marketing, spoke to my graduate class at Northwestern University last night, and as always happens when I listen to her presentations, issues were clarified and solutions emerged.

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Filed under: endorsements, negotiating, contracts

Smart TVs: The Next Sponsorship-related Content Battleground

The point at which corporate marketers began looking at properties as content providers, in addition to being sources of traditional benefits, was a watershed moment in sponsorship.

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Filed under: digital media, negotiating, sponsored content, trends, assets

Critical Elements of a Smart Sponsorship

I recently had the pleasure of leading a panel of industry colleagues at PCMA’s Convening Leaders Annual Conference. The group consisted of representatives from PCMA, FedEx Services, the National School Boards Assn. and Gaylord Entertainment/Gaylord Hotels—all of whom have developed deep and meaningful sponsorships that brought in more value and revenue for the associations and their meetings, and provided the sponsors with access and benefits they were seeking.

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Filed under: how to get sponsorship, negotiating, selling, sponsorship ROI, associations

Inside London 2012’s Sponsorship Program
Charles Wijeratna, director of commercial negotiations for London 2012, delivered a great presentation at last week’s European Sponsorship Assn. conference in Amsterdam. Here are the highlights and takeaways:

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Filed under: international, London 2012, negotiating, olympics, selling, in-kind

Can Wins and Losses Impact the Bottom Line?

Russell Scibetti, Founding Editor of TheBusinessOfSports.com, and I exchanged a few emails the past couple of days discussing the idea of integrating guarantees and team performance into sponsorship fees and sports business in general. Russell’s comments are in italics and mine are in standard font. Hope you enjoy our conversation.

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Filed under: pro sports, sponsorship measurement, sponsorship ROI, sports, trends, negotiating

Your In-kind Sponsorship Agenda: Questions to Ask Before Signing

In-kind is on the brain. Big time. I’ve talked with no less than a half-dozen clients in the last ten days about one or more in-kind and/or barter sponsorship arrangements they are negotiating. In some cases, companies are trying to leverage product or promotional inventory to eliminate part or all of their cash outlay; in others, properties are targeting companies based on the potential for access to their product. Yet the common thread throughout our conversations has been more about the questions they need to be asking than the type of inventory they are negotiating.

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Filed under: in-kind, negotiating, valuation, activation