With the end of the year quickly approaching, IEG SR asked a handful of rightsholders what they plan to do differently in 2013.

Below, sponsorship execs from the Dew Tour, Tribeca Film Festival and MLB Seattle Mariners share their top New Year’s resolutions.

Kenny Mitchell, vice president/general manager, Dew Tour
Support property transformation; ensuring flawless execution

With a new format this year that has seen the Dew Tour move from seven to three events, Mitchell is focused on supporting the action sports property’s transformation in 2013 and beyond.

“This was year one of a brand new setup, and there were lots of learnings. We want to continue to optimize our new model.”

Event owner Alli Sports changed the format of the tour to accommodate the changing needs of athletes and the action sports industry, said Mitchell.

“The old format wasn’t something athletes were looking for in this day and age. They want grand slam types of events that are big, special and unique.”

In addition to supporting the Dew Tour’s transformation, Mitchell plans to double down on offering tailored, ownable sponsorship platforms. The tour is not interested in deals where sponsors can swap assets without any noticeable impact, he said.

“We’ll continue to deeply engrain ourselves in the business of our partners and deliver ownable assets and activation platforms.”

Mitchell joined the Dew Tour in August after serving as director of sports marketing at Gatorade. 

Brandon Lowitz, senior vice president & co-head of sponsorship development, Tribeca Film Festival
Streamline activation offerings; keeping long-term partnerships fresh

The Tribeca Film Festival plans to do a better job incorporating programming and other inventory into tailored activation platforms.

One hot area: content development.

“Content development is a big focus. We want to develop special content that sponsors can use to leverage the film festival and beyond,” said Lowitz.

The sponsorship sales vet also plans to place more focus on keeping long-term partnerships fresh.

“We want to make sure we’re not complacent with sponsors that have been with us for five or six years. We want to treat everyone like they’re a first-year sponsor and proactively serve as a resource for activation ideas.”

Joe Chard, vice president, corporate business and community relations, MLB Seattle Mariners
Staying abreast of sponsors’ business, viewing partnerships from sponsors’ shoes

Knowing that marketing objectives evolve, Chard plans to build on the Mariners’ strategy of staying abreast of each sponsor’s marketing objectives and new trends and developments in their respective categories.

The team uses that knowledge to proactively pitch new activation programs geared to each partners’ changing objectives. 

“Instead of saying ‘this is what we have to offer,’ we want to create new platforms based on what’s happening in their world,” said Chard.

“It’s all about thinking from their side of the table rather than ours.”