IEG’s Sponsorship Blog

Maximizing the Value of Social Media Sponsorship

Posted: 2/24/2010 1:53:42 PM by Rob Campbell | with 1 comments

As a property, incorporating sponsors into your social media presence is a logical way to enhance sponsorship value.

However, similar to the old adage that you can’t put the horse before the cart, you cannot successfully incorporate sponsors into social media without a well-established social media presence.

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Filed under: digital media, social media, sponsored content, activation

Shaking Hands, Kissing Babies and Sponsoring NASCAR?

Posted: 2/8/2010 3:25:55 PM by Rob Campbell | with 4 comments

Although yet to officially begin, the 2010 NASCAR season has seen a flurry of sponsorship activity.

Perhaps the most interesting deal came last week when U.S. Rep. Kendrick Meek, who is seeking the Democratic nomination for Florida’s open U.S. Senate seat, announced his one-race primary sponsorship of JD Motorsports’ No. 01 entry in this Saturday’s Nationwide Series opening race at Daytona Int’l Speedway.

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Filed under: sports, non-traditional categories

What Properties Can Do to Ensure Sponsorship ROI

Posted: 1/27/2010 3:32:56 PM by Rob Campbell | with 0 comments

This past week I attended a National Sports Marketing Networking (NSMN) event on The Evolution and Role of ROI in Sports .

Set up as an open forum with the audience and six panelists, there was a lot of great discussion and insight on what sponsors are looking for in ROI and how properties can provide it. Outlined below are a few of the key takeaways I left the event with:

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Filed under: negotiating, packaging, sponsorship measurement, sponsorship ROI, evaluation

Does Selling Short-term Sponsorship Weaken Your Brand?

Posted: 1/13/2010 9:48:36 AM by Rob Campbell | with 0 comments

The NFL has been on a recent kick of signing short-term sponsorship deals in the quick-service restaurant category.

Most recently, the league announced this week a deal lasting through March 1 making Papa John’s the official pizza sponsor of the NFL and Super Bowl XLIV.  This sponsorship is very similar to the league’s relationship last year with KFC, in which the fast-feeder was the official wing of the NFL Playoffs and Super Bowl XLIII.

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Filed under: packaging, restaurant, selling, sponsorship measurement, contracts

New Player in Wireless Space Provides Regional Sponsor Target

Posted: 12/22/2009 10:30:54 AM by Rob Campbell | with 0 comments

Tapping into sponsorship’s potential, Clearwire Wireless is sponsoring in regional markets to promote its new WiMax wireless broadband.

This month the company sponsors both the Rock ‘n’ Roll Las Vegas Marathon and Half Marathon powered by Zappos.com and the Maaco Bowl Las Vegas on behalf of Clear, its WiMax service.

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Filed under: digital media, telecommunications, trends, activation

Dirty Category Goes Green with Sponsorship

Posted: 12/9/2009 10:38:01 AM by Rob Campbell | with 1 comments

Earlier this week, Waste Management and Live Nation announced a multi-year agreement allowing Waste Management to become the ‘Official Waste Services and Recycling Sponsor’ of all Live Nation venues.

Although inherently unsexy and seemingly incredibly mundane (someone has to pick up the waste produced at concerts), this sponsorship offers far more than meets the eye.

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Filed under: digital media, packaging, trends, venues, activation

GlaxoSmithKline Provides Valuable Service as Olympic Sponsor

Posted: 12/1/2009 10:23:54 AM by Rob Campbell | with 1 comments

Pharmaceutical giant GlaxoSmithKline recently signed on as the 25th sponsor of the 2012 London Olympic and Paralympic Games.

As part of the three-year, estimated $15 million deal GlaxoSmithKline will assume the designation ‘Official Laboratory Services Provider.’

Perhaps the most important part of this deal is that as the Official Laboratory Services Provider, GlaxoSmithKline will provide the laboratories and equipment to test Olympic athletes for illegal and performance-enhancing drugs as they compete in London.

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Filed under: international, packaging, spending, contracts

Sponsoring a Rivalry

Posted: 11/13/2009 1:44:23 PM by Rob Campbell | with 0 comments

This weekend’s rivalry matchup between my alma mater, Northwestern University, and their in-state rivals, the University of Illinois, reminded my sponsorship-geared brain of an interesting deal signed by another Illinois institution, State Farm Insurance.

Last month, State Farm signed a multi-year deal to present a rivalry series between Arizona State University and the University of Arizona.

Although seemingly unremarkable (sponsors already present football and basketball rivalry games and weeks on television networks), this relationship is deceptive in its breadth and depth.

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Filed under: college sports, naming rights, packaging, activation

What Twitter Lists Mean for Properties

Posted: 11/11/2009 9:03:56 AM by Rob Campbell | with 0 comments

Last week Twitter fully opened up its Lists function, adding yet another wrinkle to the social media site.

Lists containing any number of Twitter users can be created and followed, offering a great way to tailor the Twitter experience.

For properties using Twitter, there are a few immediate takeaways from this new feature that will allow you to both build the loyalty of your following and give your sponsors incremental value.

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Filed under: trends, social media

An Interesting Approach to Jersey Sponsorship

Posted: 11/4/2009 9:39:54 AM by Rob Campbell | with 0 comments

The Darlington Quakers, a British soccer club in the Coca-Cola Football League 2, is taking a different tack in selling sponsorship rights to the team’s jersey.

The club announced last week that it will raffle off the right to affix a corporate logo to its jersey in a £5,000-per-entry lottery.

Although the low entrance fee promises to be a boon for the winner, those who do not come out the shirt sponsor do not leave empty-handed. According to the Northern Echo, all bidders will receive stadium signage and one match sponsorship, among other recognition.

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Filed under: packaging, pro sports, selling, trends, assets