Combine tight corporate budgets with the need for properties to carve out new inventory to attract additional revenue and the result is major changes to the way sponsors and rightsholders approach category exclusivity. To be sure, exclusivity remains a primary driver for many sponsors. According to the 2011 IEG/Performance Research Decision-makers Survey, exclusivity and on-site signage rank as the most valuable sponsorship benefits, each with 63 percent of respondents ranking them a nine or a t...