Sponsorship executives from a range of categories shared sponsorship success stories at IEG 2017.

Below, success stories from The Dow Chemical Co., ING and Toyota North America.

Rick Penn, director, global sales and sports partnerships, The Dow Chemical Co.

The Dow Chemical Co. has successfully leveraged sponsorship to launch new brands and gain new customers.

Case in point: The chemical giant in 2016 used its title sponsorship of the No. 3 Richard Childress Racing Monster Energy NASCAR Cup Series team to launch Intellifresh, a product used by apparel companies to treat odor protection.

Dow leveraged the sponsorship to host customers in the microbial industry and build relationships with NASCAR sponsors in the apparel category.

“To date, we have one apparel company who has adopted this technology and we have accelerated the business opportunity for a product that didn’t have a home.”

Tjitske Benedictus, head of sponsoring, events and activation, ING

In perhaps one of the most creative activations in the past year, ING in 2016 leveraged its sponsorship of Amsterdam’s Rijksmuseum to create “the next Rembrandt,” a 3D painting created using data and facial recognition techniques from the artist’s 346 paintings.

The painting, which took nearly 18 months to compete, generated a global conversation that resulted in the following:

  • More than 1,400 articles
  • 1.8 billion media impressions
  • $12.5 million euros worth of earned media value
  • Nearly 100 million people joined the conversation

“We never could have imagined it would be such a success. We were trending globally on Twitter and more than 1,400 articles were written in the first week, more than half of which mentioned ING. We were overwhelmed.”

Tyler McBride, engagement marketing manager, Toyota North America

Toyota has seen success using Monster Energy AMA Supercross to tell the story of the longevity and hauling capabilities of Toyota trucks.

“After more than ten years of being a sponsor, we had 98 percent unaided awareness. That’s a huge number. It’s a bigger number than NASCAR, which is also very high. It’s almost unheard of.”

Based on that success, Toyota in 2016 looked to expand its narrative as part of its renewal discussions with Feld Entertainment, the producer of the event.

“We’re telling the story really well of how the bike goes in the back of the truck, the truck takes you to your destination, and it lasts forever.  Let’s keep telling that story, but let’s add the bigger story of what Toyota stands for. What our company does and what we want to do.”

That conversation led to an expanded partnership that included three new components: The Toyota BMX Triple Challenge—a platform that supports Toyota’s long-running involvement in action sports; Toyota Warfighter Made—a program that supports military veterans; and the Toyota Greatest Moments in Supercross History digital content series.

“Building things that tell more of the Toyota story makes for a great partnership.”