IEG’s Sponsorship Blogs

P&G Example Shows Activation Leads To Bigger and Better Deals

Posted: 7/29/2010 12:59:15 PM by Lesa Ukman | with 0 comments

Procter & Gamble's success at the Vancouver Olympic Games—which prompted its new TOP deal with the IOC—was a result of great activation of its USOC sponsorship.

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Filed under: international, olympics, activation

The Conundrum Of Size In Sponsorship

Posted: 7/22/2010 12:38:47 PM by Jim Andrews | with 1 comments

As with many other things, size both does and doesn’t matter when it comes to sponsorship.

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Filed under: what is sponsorship, activation

Stress-Testing Your Sponsorship: Are You Advancing a Movement or Marketing in Circles?

Posted: 7/20/2010 8:51:49 AM by Diane Knoepke | with 2 comments

The “movement” is the thing for sponsorship heavy-hitters these days. Moving people to action—causing measurable behavior change—is the highly evolved, holy grail of return on sponsorship measurement. But instead of just counting coupons redeemed or pages “liked,” sponsors and properties are building real relationships, tracking long-term behaviors, and making changes in their businesses using the audiences, information and people-power they gather.

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Filed under: digital media, how to get sponsorship, NASCAR, nonprofit, sponsorship ROI, sports, cause marketing

Why Do Properties’ Cause Overlays Leave Sponsors On The Sidelines?

Posted: 7/14/2010 10:57:28 AM by Jim Andrews | with 1 comments

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.

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Filed under: selling, servicing, trends, packaging

The Myth of the Sponsorship Magic Bullet

Posted: 7/9/2010 3:53:17 PM by Carrie Urban Kapraun | with 2 comments

It is understandable that so many organizations and brands struggle with comprehending and managing sponsorship. All things considered, sponsorship and its iterations can certainly be overwhelming. Unfortunately, there is not a single right answer or approach, there are no standard relationships and there is not a sponsorship magic bullet (is there ever?).

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Filed under: valuation

Sponsorship Potential From New Caribbean Brew

Posted: 7/7/2010 2:39:35 PM by Jim Andrews | with 1 comments

For those properties with room in the beer category, a new player has entered the U.S. market and is looking for opportunities to create buzz and interact with consumers on the grassroots level. Presidente Beer from the Dominican Republic wants to establish itself as a leader among imported Latin beers, according to the marketing agency it has hired to help in that effort, Miami-based ViVA Partnership.

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Filed under: beverage, international, prospecting, beer

The Difficulty of Cause Marketing in the Age of Social Media

Posted: 6/30/2010 10:12:03 AM by Jim Andrews | with 2 comments

At this point in the Facebook, Twitter and all other social networks era, I doubt there is any company—large or small—that has not found itself the subject of some online discussion that calls into question its behavior, motives, principles, etc.

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Filed under: cause marketing, green, social media, backlash

Is This The Most Brilliant World Cup Ambush Marketing Attempt Yet?

Posted: 6/23/2010 9:18:49 AM by Jim Andrews | with 2 comments

With the eyes of the world focused on the competitive sponsorship activity surrounding the FIFA World Cup, I submit for consideration a press release we received from Berkeley, Calif.-based GU Energy Labs, the maker of GU sports energy gel.

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Filed under: ambush marketing

Sponsorship Takeaways from Art Basel

Posted: 6/22/2010 9:11:26 AM by Lesa Ukman | with 0 comments

I visited the world’s pre-eminent art fair last week and came away with a number of insights relevant to our industry.

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Sponsorship of Cinema Entertainment Experiences

Posted: 6/21/2010 9:00:41 AM by Carrie Urban Kapraun | with 1 comments

What do the Metropolitan Opera, Metallica and UFC have in common? Fans and movie theater audiences have the opportunity to see these events/productions in HD at hundreds of movie theaters throughout the nation.

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Filed under: events, entertainment