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Sponsorship Insights

William Chipps Mar 10

Insights from Keld Strudahl, Carlsberg Breweries

In the last keynote address of the day, Carlsberg’s Keld Strudahl explained why the company uses soccer as its core sponsorship platform. more

Daniel I. Dorfman Mar 9

Monday Session Recap from the 2009 IEG Sponsorship Conference

On the first full day of the 2009 IEG Sponsorship Conference, the presentations came out in full force as representatives of sponsors and properties exchanged ideas on how to go about meeting their needs today. more

Daniel I. Dorfman Mar 8


Given that it was a six hour session, it should come as no surprise there was a lot of ground covered in the session that IEG’s Rebecca Joslin and Diane Knoepke led for a group anxious to get their feet wet on what is going in the sponsorship world. It was interesting way to start the IEG 2009 Conference. Rebecca Joslin and Diane Knoepke took participants a litany of bullet points of what companies are looking for in this brutal economic era. more

William Chipps Mar 9

Insights from Rolf Jensen, Dream Society 2.0

Futurist Rolf Jensen’s keynote received a lot of great feedback. The presentation was definitely visionary stuff. The key takeaway: Companies that add “stories” to their brands are better able to gain a point of differentiation by establishing an emotional connect with consumers. more

William Chipps Mar 9

Insights from Larry Gelfand, National Hockey League

In this session the NHL’s Larry Gelfand walked attendees through the pro sports league’s digital marketing platform based around more

William Chipps Mar 9

Insights from J. Johan Jervoe, McDonald’s Corp.

In his keynote titled Sponsorship, Screens and Sociology: McDonald’s Ahead of the Curve View of Marketing, Jervoe walked attendees through the quick service restaurant’s groundbreaking The Lost Ring program around its sponsorship of the ’08 Olympic Games in Beijing. more

William Chipps Mar 8

Insights from Screen in Every Pocket: Digital Activation

Just attended a great pre-conference seminar on digital activation led by IEG’s Shelley Fasulko and Vinu Joseph. The key takeaway: More and more consumers are using social media to communicate with each other, and properties and sponsors need to explore how they can best play in the digital space to activate sponsorship and better connect to their targeted audiences. more

William Chipps Mar 9

Insights from Emerging Categories Roundtable

This morning I led a roundtable on emerging and transforming sponsor categories, and a number of people that weren’t able to attend the session asked if I could post the categories on the blog. more

William Chipps Mar 9

Insights from Chris Brahe, NBA New Jersey Nets

The NBA New Jersey Nets have taken some creative steps to land new corporate partners and boost ticket sales. more

William Chipps Mar 10

Insights from Adam Weber, The Procter & Gamble Co., and David Caruso, ACME Brand Content Co.

Talk about breathing some new life into a struggling brand. Looking to rejuvenate Tag body spray, P&G teamed up with Island Def Jam Music Group to create Tag Records. more

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