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. more
“Make no little plans. They have no magic to stir men's blood and probably themselves will not be realized.” more
Looking across all of the brands that IEG would define as “leaders” in sponsorship—companies such as IBM, Gatorade, Aon, Xerox, GE and others—we see a major trend: an alignment of sponsorships and partnerships with the larger goals of the business, to ensure they are driving growth and having an impact across the entire enterprise. more
The deal between MLS team owner Sporting K.C. and Livestrong to make the cancer-fighting foundation the naming rights sponsor of the new soccer stadium opening in June is certainly commendable. However, it is neither unprecedented, nor the best example of this type of partnership between a sports property and a nonprofit.
Those that have come before include: more
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. more
With family guests in town and Chicago’s perennial summer uptick in my and everyone else’s social calendar, the past couple weeks have been chock full of city fun: Cubs and Sox games (full disclosure: I bleed Cubby blue), symphony at Millennium Park, The Field Museum, Art Institute of Chicago, Museum of Science & Industry. . . more
As with many other things, size both does and doesn’t matter when it comes to sponsorship. more
The Wall Street Journal ran a page one story yesterday on the rise in local school districts seeking private support from businesses and other organizations to offset budget cuts resulting from decreasing tax revenues. more
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.
(This blog post originally appeared as an opinion column in IEG Sponsorship Report on Feb. 2, 2010)
During a meeting with folks from the media buying world in New York, I was introduced to the idea of categorizing media into one of three buckets: paid, owned and earned.
While those descriptors are fairly self-explanatory, Forrester Research has developed definitions for each that are very helpful to those who want to explore the idea in greater depth.