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Lesa Ukman

Lesa Ukman is the futures director of IEG and ESP Properties. With the launch of IEG Sponsorship Report in 1982, she founded a company that defined an industry now worth more than $55 billion. She continues to define new and better ways for companies to get closer to their customers through sponsorship. Follow Lesa on Twitter!

 
Inspiring Stories from Doha GOALS Forum
Lesa Ukman Aug 4

Inspiring Stories from Doha GOALS Forum

We were privileged to lead a taskforce at last week’s Doha GOALS (Gathering of All Leaders in Sport), an invitation-only conference produced by Richard Attias & Associates. more

sports trends international

 
 
How Prada’s New Arts Complex Builds Cred By Avoiding All References To Fashion
Lesa Ukman Jun 22

How Prada’s New Arts Complex Builds Cred By Avoiding All References To Fashion

Milan is a city where fashion brands come to life as hotels and nightclubs—Armani, Bulgari, Moschino—and restaurants—Dsquared2, Just Cavalli, Trussardi, etc. It is a city where fashion brands also build museums to themselves. Just a month ago, Giorgio Armani opened Armani Silos. The building (designed by Armani himself) is all about selling Armani’s craft, containing three floors of gallery space dedicated to the designer’s famous soft tailoring. more

fashion international retail trends arts

 
 
How Sponsors and Rightsholders Are Increasing Audience Engagement
Lesa Ukman Apr 10

How Sponsors and Rightsholders Are Increasing Audience Engagement

At IEG 2015, Jed Pearsall of Performance Research (@SponsorEye) and I conducted a workshop on how technologies are transforming the ways sponsors and rightsholders build deeper bonds with audiences via more meaningful, more personalized and/or more frequent engagement opportunities. more

Digital Marketing IEG 2015 IEG conference social media trends activation

 
 
In Our Always-On World, Invention Is Disproportionately Rewarded
Lesa Ukman Feb 4

In Our Always-On World, Invention Is Disproportionately Rewarded

I am energized by all of the new ideas for partnerships that are bubbling up from unexpected areas. We will be featuring many of these horizon-expanding stories and the people that are bringing invention to our field at Sponsorship Makers, IEG’s annual sponsorship conference next month. more

IEG 2015 IEG conference trends Digital Marketing

 
 
Shifting the Focus of Activation to Mobile
Lesa Ukman Jan 9

Shifting the Focus of Activation to Mobile

Mobile-based activation of partnerships is playing an increasingly critical role because it enables sponsors to deliver the right message at the right time and in the right place. No sponsor does it better than The Coca-Cola Co. more

Digital Marketing IEG 2015 IEG conference social media activation

 
 
How The Canadian Olympic Committee Harnesses Content, Community And Channels To Increase The Value Of Sponsorships
Lesa Ukman Dec 23

How The Canadian Olympic Committee Harnesses Content, Community And Channels To Increase The Value Of Sponsorships

Under the direction of CEO Chris Overholt—who will be speaking at Sponsorship Makers, IEG’s 2015 annual conference—the Canadian Olympic Committee has become a worldwide leader in creating and exploiting new and emerging assets, including opportunities enabled by digital and social media. more

IEG 2015 IEG conference packaging social media Digital Marketing

 
 
Finally, CMOs View Community Partnerships as Brand- and Business-Building Asset
Lesa Ukman Oct 22

Finally, CMOs View Community Partnerships as Brand- and Business-Building Asset

Many of the CMOs who spoke at the Association of National Advertisers’ annual Masters of Marketing conference last week highlighted the power of partnerships with nonprofits, and the business- and brand-building benefits of doing good. more

Marketing Trends Cause

 
 
How Adding Purpose to Sports Amplifies ROI
Lesa Ukman Oct 3

How Adding Purpose to Sports Amplifies ROI

Sports is not just a game. It’s big business. (On the backbone of sports, Red Bull built not just a brand but an entirely new category, energy drinks.) more

sponsorship strategy sports trends activation

 
 
Borrow From These Banks’ Partnership Content Activation Ideas
Lesa Ukman Apr 28

Borrow From These Banks’ Partnership Content Activation Ideas

Banks are upping their game—moving away from generating name awareness through sponsored properties to using or developing content associated with a property in their owned media to engage customers while promoting the partnership. Three notable examples: more

financial services activation

 
 
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