Sponsorship’s New Optics: Why Changing Focus Is The Only Way To Win

Sponsorship's New Optics: Why Changing Focus Is The Only Way To Win

The latest strategy paper from IEG identifies an important shift in the way smart marketers perceive sponsorship’s role in building brands.

Specifically, the paper explores two critical questions sponsors must ask:

  • What will our partnerships produce?
  • What can our sponsorships spotlight?

And it concludes with five steps that will lead to sponsorship success in today’s new marketing landscape.



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