IEG’s Sponsorship Blog

IEG 2010: A New Model For Media Partnerships

Posted: 3/24/2010 6:54:24 AM by William Chipps | with 0 comments

Properties looking to step up their sponsorship sales effort should consider revenue-share agreements with newspapers and other media partners.

That’s the advice of David Wise, marketing director with the Milwaukee Journal Sentinel, which has struck revenue-share deals with several properties over the past year.

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Filed under: IEG conference, IEG 2010

IEG 2010: Clorox Cleans Up With Sponsorship

Posted: 3/24/2010 6:53:00 AM by William Chipps | with 0 comments

While many companies have cut back on sponsorship spending in the recent past, The Clorox Co. is embracing the medium more than ever.

In his presentation “The Rewards of Expanding in a Time of Contraction,” Drew McGowan, senior group manager, public relations & sponsorships, provided insight into sponsorship activity on behalf of the following three brands:  

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Filed under: IEG conference, IEG 2010

IEG 2010: BIC Uses Major League Gaming to Rejuvenate Brand

Posted: 3/24/2010 6:50:29 AM by William Chipps | with 0 comments

How does an old razor brand with loads of awareness but an aging consumer base rejuvenate its image, draw a younger audience and boost sales?

For BIC Consumer Products, the answer is a partnership with Major League Gaming.

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Filed under: IEG conference, IEG 2010

IEG 2010: Virgin Mobile Re*Generates Sponsorship

Posted: 3/22/2010 10:20:44 PM by William Chipps | with 0 comments

In an insightful keynote interview with IEG CEO Lesa Ukman, Bob Stohrer, Sprint Nextel Corp.’s vice president of marketing, Sprint prepaid group, provided insight into Virgin Mobile’s sponsorship strategy, including the brand’s use of cause marketing.  

Below, four topics discussed during the interview: 

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Filed under: IEG 2010

IEG 2010: Emerging Sponsor Categories and How to Sign Them

Posted: 3/22/2010 7:13:06 PM by William Chipps | with 0 comments

Several sponsorship sellers that weren’t able to make it to IEG’s Unbound conference asked me to highlight some of the hottest industries discussed today at my roundtable on emerging sponsorship categories. Below, three categories that every property should have on their radar screen:

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Filed under: IEG conference, IEG 2010

IEG 2010: AT&T Gains Return On Sponsorship

Posted: 3/22/2010 6:34:59 PM by William Chipps | with 0 comments

During his presentation “How AT&T Utilizes Sponsorships to Advance the Brand and Drive the Business,” William Tyrone Moore, Jr., director of corporate sponsorships, shared the following success stories:

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Filed under: IEG 2010

Dr Pepper Snapple Group Gears Up College Basketball Promotion; Latin Music Sponsorship

Posted: 12/11/2009 1:15:21 PM by William Chipps | with 0 comments

Looking for a point of differentiation in an increasingly cluttered category, Dr Pepper Snapple Group, inc. is ramping up promotional activity in the first quarter of ’10 for at least two of its brands.

For Sunkist, DPS will leverage partnerships with the Big 10 Conference, Big East Conference, Pac-10 and other college sports conferences with a national promotion featuring college athletic personality Dick Vitale.

For 7-Up, DPS plans to build on the brand’s seven-month-old Sevenisima Hispanic marketing campaign with a sponsorship of a major Latin music property. The Sevenisima campaign was designed to play up 7-Up’s healthier refreshment positioning by celebrating “flavorful moments experienced through a natural, real lifestyle.” The campaign featured a sweeps this past summer that dangled family vacations, shopping sprees and other prizes.

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Filed under: music, pro sports, soft drink, spending, sports, activation

An Unlikely Partnership: Condoms and Curling

Posted: 12/4/2009 2:09:23 PM by William Chipps | with 0 comments

In perhaps the most unlikely partnership of the year, USA Curling and longtime sponsor Kodiak Technology Group this week announced a new promotion in which the two organizations will sell Hurry Hard Condoms as a platform to raise funds for HIV and AIDS awareness.

The two organizations hope to build awareness about the disease by leveraging the buzz around the upcoming Vancouver Games. Proceeds will be split between USA Curling and Central Coast HIV/AIDS Services.

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Filed under: cause marketing, olympics, sports, activation

T-Mobile Sees Success From Guerilla Marketing Campaign, Mulls Expanded Program For ’10

Posted: 11/25/2009 11:26:42 AM by William Chipps | with 0 comments

Festivals, Hispanic events and other types of local properties may want to put T-Mobile on their prospect list for ’10.

T-Mobile this year saw success from a five-month guerilla marketing campaign in which the company sponsored more than 25 events ranging from local festivals to state and county fairs.

Case in point: T-Mobile conducted more than 26,000 “Mobile Makeovers” and activated more than 5,000 new accounts at the events.

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Filed under: agency, entertainment, evaluation, events, how to get sponsorship, malls/developments, selling, sponsorship ROI, activation

Sales Tips From Billboard Touring Conference

Posted: 11/19/2009 12:51:43 PM by William Chipps | with 0 comments

Below, four takeaways that emanated from the sponsorship panel I moderated at last week’s Billboard Touring Conference and Awards.

Start the sales process early. Properties should hit the street with sponsorship opportunities at least six to nine months prior to an event.

The length of time extends dramatically when pitching packaged goods and other types of companies that sell through retail channels. Case in point: Drew McGowan, senior group manager of public relations & sponsorships with The Clorox Co., is currently putting together programs for ’11.

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Filed under: events, how to get sponsorship, music, packaging, entertainment