Adding Value Stories

Selling

Need To Know: What Not To Do When Selling Sponsorship

Need To Know: What Not To Do When Selling Sponsorship

Sponsorship decision-makers from Regions, Janus and other companies offer advice on how sellers can improve their game

Activation

Six Flags Helps Rayovac Charge Up Sponsorship

Six Flags Helps Rayovac Charge Up Sponsorship

Theme park operator positions itself as a promotions agency by helping Rayovac activate North Coast Music Festival

Adding Value

Inside AEG’s Sales Approach To AXS TV

Inside AEG’s Sales Approach To AXS TV

Sports and entertainment giant helps extend sponsor reach by positioning cable TV network as an activation platform

Activation

The Rise Of The Brand Creators

The Rise Of The Brand Creators

Sponsors use curated and created content to cut through the clutter and enhance the attendee experience

Cause Marketing

JDRF Revamps National Sponsorship Strategy

JDRF Revamps National Sponsorship Strategy

Nonprofit shifts responsibility of managing national partnerships from local chapters to headquarters

Strategy

Inside Roush Fenway Racing’s New Sponsorship Strategy 

Inside Roush Fenway Racing’s New Sponsorship Strategy 

NASCAR team gains traction by offering turnkey activation programs that move the marketing needle

Activation

After Year Off, Lottery Sees Success From Festival Promotion

After Year Off, Lottery Sees Success From Festival Promotion

Carrot and stick: Lottery holds back sponsorship to incent new activation ideas from property

Servicing

The Key To Sponsor Servicing: Post-Event Fulfillment Reports

The Key To Sponsor Servicing: Post-Event Fulfillment Reports

Rightsholders step up their game by increasing frequency, providing third-party research and using digital formats

Adding Value

Best Practices: Helping Sponsors Measure Success

Best Practices: Helping Sponsors Measure Success

The keys to success: how properties can help demonstrate return on investment and return on objectives

Selling

Properties Use Digital Platforms To Enhance Sponsorship Proposals

Properties Use Digital Platforms To Enhance Sponsorship Proposals

Sports teams use third-party technology to enhance sponsorship proposals; other properties are expected to follow suit

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