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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

Stephen Colbert Sponsors for America

Posted: 11/3/2009 1:24:24 PM by Rob Campbell | with 2 comments

Stephen Colbert, anchor of Comedy Central’s The Colbert Report, is sponsoring the U.S. Speedskating team.

Colbert stepped in to sponsor the U.S. team after current sponsor Dutch bank DSB declared bankruptcy. The sponsorship is in the name of the show’s fans, dubbed the “Colbert Nation.”

Colbert signed a sponsorship deal with Bob Crowley, Executive Director of U.S. Speedskating on camera during an interview with Olympic speedskating great Dan Jansen on November 2.

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Filed under: media sponsorship, non-traditional categories, olympics, selling, entertainment

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About the Author

Rob Campbell is an analyst with IEG Research Services. He routinely monitors trends across several categories and sectors and like the rest of his colleagues at IEG is probably one of the only people to frequent sponsor recognition pages on property Web sites. As part of the millennial generation, he is extremely active in social media and is looking forward to interacting with the sponsorship community through this medium. Follow Rob on Twitter!

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