Are You And Your Sponsorships Ready For A New Challenge?

By Jim Andrews Aug 15, 2013

Are You And Your Sponsorships Ready For A New Challenge?

In the IEG strategy paper Sponsorship’s New Optics: Why Changing Focus Is The Only Way To Win, we make the case for sponsorships that need to produce a new brand asset or shine a bright light on an existing one.

(We also share five critical actions that will improve your sponsorship return, so even if you’re not up for tackling a major change to the status quo right now, at least check out these immediately usable ideas!)

What remains to be seen is how many sponsors and sponsorships—with necessary assists from their property partners—will rise to the occasion, and how quickly. What will be the tipping point at which the majority of partnerships will add creating, curating and amplifying to traditional activation elements?

It’s likely that there won’t be a singular moment when the switch gets turned on. Just like two decades ago, when sponsorships moved from being exposure vehicles to activation platforms, change came steadily, if gradually, beginning with industry leaders and innovators before being widely adopted until the “new order” became simply “the way it is done.”

So it probably will be with embracing the next generation of sponsorship. Red Bull, PepsiCo and a handful of others are leading the pack and the rest of the industry will come along soon.


sponsorship strategy trends activation


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Jim Andrews

About the Author

A 30-year sponsorship industry veteran, Jim is responsible for developing and sharing thought-leadership content based on ESP Properties’ groundbreaking work in the areas of sponsorship strategy, valuation, measurement, digital content, data-driven marketing and fan engagement.

In addition to identifying key trends and delivering his unique insights into the critical issues facing rightsholders and their commercial partners, Jim is the chairman of the Annual Sponsorship Conference, responsible for the program and speakers, as well as hosting and delivering the event’s opening address. He also is responsible for the company’s annual report and forecast of overall sponsorship spending, as well as its compilation of biggest spending companies and annual industry surveys.

A frequent media commentator and guest, Jim has been a featured speaker at hundreds of sports, entertainment and marketing conferences around the world.



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