IEG’s Sponsorship Blog

Breaking A Fall From Grace: What Tiger Teaches Us

Posted: 2/24/2010 10:02:10 AM by Jim Andrews | with 0 comments

Beyond the particular circumstances of the Tiger Woods saga are some specific lessons for marketers who partner with individuals and properties.

See my guest column in this week’s Advertising Age to read what all marketers should take away from Tiger’s tale.

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Filed under: contracts, endorsements, negotiating, sponsorship measurement, sponsorship ROI, trends, backlash

Insights From the Kellogg Sports Business Conference, Part 1

Posted: 2/23/2010 9:05:26 AM by Jim Andrews | with 3 comments

I had the pleasure of participating in a panel discussion at Northwestern University’s Kellogg School of Management this weekend. The occasion was the school’s inaugural sports business conference.

“The Business of Sports Sponsorships” panel—which featured Bank of America sponsorship chief Ray Bednar, Cleveland Indians SVP of sales and marketing Vic Gregovits and IMG College SVP Lawton Logan in addition to me—covered a lot of ground in our 75 minutes.

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Filed under: evaluation, negotiating, sponsorship measurement, sponsorship ROI, trends, valuation, contracts

Shout Out To Long-term Sponsorships

Posted: 2/18/2010 3:57:39 PM by Jim Andrews | with 0 comments

If you have checked out Sponsorship.com’s News section you may have read the February 17 release from the Quick Chek New Jersey Festival of Ballooning announcing a renewal of the title sponsorship that began in 1993.

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Filed under: festivals, motorsports, NASCAR, sports, events

Ambush Marketing Gets Political

Posted: 2/12/2010 2:30:17 PM by Jim Andrews | with 0 comments

The USOC has enlisted U.S. Sen. Orrin Hatch in its campaign against ambush marketing. The Utah Republican has issued a statement in support of the organization’s efforts to clamp down on ambushing.

I’m surprised that a conservative politician like Hatch would take such a position. It reeks of big government interfering in private enterprise and sounds an awful lot like the type of anti-business sentiments that Hatch and his GOP colleagues typically rail against.

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Filed under: ambush marketing

Proof Of The Value Of Sponsorship To Coca-Cola

Posted: 2/10/2010 4:54:08 PM by Jim Andrews | with 0 comments

Yesterday’s earnings call with analysts to discuss The Coca-Cola Co.’s fourth-quarter 2009 results demonstrates the importance of the company’s global sponsorship platforms. (A transcript of the call can be found here.)

Within the first few minutes of the call, Coke chairman and CEO Muhtar Kent discussed the most important initiatives underway for 2010, with the Vancouver Games and FIFA World Cup claiming center stage:

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Filed under: beverage, international, olympics, soft drink, sponsorship ROI, activation

State Farm Moving In Smart Sponsorship Direction

Posted: 2/4/2010 4:20:43 PM by Jim Andrews | with 0 comments

As subscribers to IEG Sponsorship Report read earlier this week in our In Depth look at sponsorship from the property/casualty insurance category, State Farm Insurance is undertaking a review of its sponsorship portfolio with an eye toward reducing the total number of properties it is involved with.

The purpose of the move is to focus on doing “some things very well, versus doing a lot of things ineffectively,” according to Todd Fischer, the company’s manager of national sponsorships.

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Filed under: IEG conference

How Dumb Does Dish Network Think We Are?

Posted: 2/2/2010 8:59:21 AM by Jim Andrews | with 2 comments

As a cable TV subscriber primarily satisfied with my current service, I have viewed the “satellite wars” between DirecTV and Dish Network with cool detachment. But while watching the GRAMMYs broadcast on CBS last night—marking the rare occasion when I watch any non-sports or non-news programming live—I was stopped short by Dish Network’s new ad taking on the competition.

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Filed under: endorsements