Defined by IEG as the marketing activities a company conducts to promote its sponsorship. Money spent on activation is over and above the rights fee paid to the sponsored property. Also known as leverage.
A promotional strategy whereby a non-sponsor attempts to capitalize on the popularity/prestige of a property by giving the false impression that it is a sponsor. Often employed by the competitors of a property’s official sponsors.
Already a Sponsorship.com user? Click here to login.
Password (6 character minimum, uppercase, lowercase and number required):
Get answers to your specific questions; register on the site to access crucial information; and contact someone at IEG directly by clicking the button below.
John Kristick, ESP PropertiesSoccer’s Holiday Wish List: Real Reform and Engaged Sponsors >
Lesa UkmanUnorthodox Sponsorship: The Vatican and World’s Fairs >
Diane KnoepkeCultural Institution Partnerships: Do Labels Matter? >
Read More Blog Posts
Follow IEG on Twitter
© 2016 IEG, LLC. All Rights Reserved
See who is speaking and what you will learn in April in Chicago. View the speakers and agenda.