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Sponsorship Topics

Activation

How Sponsors Are Activating The 2017-2018 NBA Playoffs and Finals

How Sponsors Are Activating The 2017-2018 NBA Playoffs and Finals

League partners capitalize on the 2018 NBA Finals with a mix of exclusive merchandise, digital content and other marketing initiatives

Selling

The Rebirth Of Alternative Deal Structures

The Rebirth Of Alternative Deal Structures

Anheuser-Busch’s new incentive-based sponsorship model opens the door to pay-for-performance and other nontraditional payment structures

Strategy

PGA European Tour Finds A Match With Innovation

PGA European Tour Finds A Match With Innovation

Golf organizer uses new event formats, digital content and strategic partnerships to broaden fanbase and deepen engagement

Selling

Sponsor View: How To Increase The Odds For Closing A Deal

Sponsor View: How To Increase The Odds For Closing A Deal

CDW’s Dan Frystak discusses what to do and what not to do at IEG 2018

Results

Three Examples Of Sponsorship Success

Three Examples Of Sponsorship Success

BBVA, Bose and T-Mobile share sponsorship success stories at IEG 2018

Strategy

Inside Anheuser-Busch’s Sustainable Sponsorship Strategy

Inside Anheuser-Busch’s Sustainable Sponsorship Strategy

Nick Kelly, head of U.S. sports marketing, shares the thinking behind A-B’s new sponsorship strategy at IEG 2018

Digital Content

Five Tips On Becoming A Social-First Brand

Five Tips On Becoming A Social-First Brand

Lessons learned from Bose’s social-first activation strategy

Strategy

Swedish Fish Takes A Deeper Dive Into Sponsorship

Swedish Fish Takes A Deeper Dive Into Sponsorship

Candy brand expands aquarium program from seven to 14 markets following positive results from 2017 rollout

Best Practice

The Ten Golden Rules Of Experiential Marketing

The Ten Golden Rules Of Experiential Marketing

Marketing execs from Condé Nast and Refinery29 share best practices on creating cultural broadcast moments

Activation

Why Beer Companies Are Taking A Pass On Category Exclusivity

Why Beer Companies Are Taking A Pass On Category Exclusivity

A-B InBev and MillerCoors move away from exclusive deals, creating an activation arms race in the beer category

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