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Sponsorship Blog

Posts Tagged “Trends”
 

Jim Andrews Jun 30

Activation Watch: Praiseworthy Programs from Budweiser and Spanish Insurer

When you’ve been tracking the sponsorship industry for nearly a quarter of a century (yikes!) it can be a challenge to find partnerships that stand out or break new ground.  more

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Jon Kander Oct 28

Sponsorship Messaging: Creating a Link between Sponsor and Property

Often, companies sponsoring non-endemic properties are able to create a link through a clever messaging campaign. Developing the messaging strategy for a non-endemic sponsorship campaign requires a three-step process:  more

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Rob Campbell Oct 8

Micro-Sponsorship: Hyperlocal Marketing Could Become Sponsorship’s Laboratory

Hyperlocal involvement is a growing trend in the marketing world, and which could be readily applied to sponsorship as well. Hyperlocal is, as the name suggests, the effort to focus on extremely local markets. For sponsorship, I apply the term micro-sponsorship to encapsulate both local market activity and sponsorship of small properties that may cover more than a single market. Sponsorship has in essence always been hyperlocal. For years it has bankrolled local fairs, festivals, sporting events and other endeavors. However, for big name companies, these smaller sponsorships have taken the backseat to platforms that can be marketed nationwide.  more

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