The Most Activated Event in Sports History?

Hype is nothing new to boxing press conferences, but really... the most activated event of all time? That's what Mayweather Promotions CEO Leonard Ellerbe had to say about sponsorship for this weekend's Mayweather-Canelo blockbuster in the pre-fight presser... "When it comes to sponsor activation, this is the most activated event in the history of the sport. Corona, AT&T, O’Reilly Auto Par...

5 Tips For Finding The Right Sponsorship Advisor

In the last month, I've gotten calls from several individuals or organizations who've gotten bad advice. They've also received disappointing reality checks from me. One call was from an organization that rapidly needs to change its business model. The advice they got, complete with financial projections, was to create gold, silver, and bronze sponsorship levels.Lots of stress when I shared w...

The Great Debate: Does Sponsorship Need A Name Change?

“Are you calling about a sponsorship?” “Um, no, I’m calling about a corporate partnership… I mean strategic alliance. Sorry, it’s actually an associative marketing opportunity”. “Isn’t that the same thing?” This has been an ongoing debate in our industry for as long as I can remember. I made a reference to this in one of my recent posts "You Know you work in Sponsorship When" (check it ...

A Five Step Guide For More Strategic Sponsorships

For Janus Kodadek's MBA dissertation, she set out to discover what sponsorship processes drive the most value for leading brands. After research with leading brands, rights holders and agencies, as well as case studies on several best-in-class activations, Kodadek came up with 5 key steps for designing more strategic sponsorships: Authenticate: Clearly define goals and objectives for the sp...

NFL Shaking Up Sponsorship Structure

The NFL is splitting its sponsorship and media sales departments, according to a memo received by Bloomberg News. John Brody who spent seven months as the National Football League’s vice president of sponsorship and media sales will vacate the role after a transition period. SBJ reports that Renie Anderson has been promoted to Senior VP/Sponsorship & Partnership Management while the search is o...

10 Questions To Ask To Pre-Qualify An Experiential Interaction

Wikipedia defines experiential marketing, sometimes called "engagement marketing," or "event marketing," as a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand. The importance of events is unquestionably presumed. In addition to brand and media exposure, businesses now have other reasons (and tools) for partneri...

Ford Pranks Fútbol Fans

This summer, Ford, an official UEFA Champions League sponsor, challenged Lisbon to lift the UEFA trophy. Of course, there was a catch...

This May Give Your Sponsorship Proposal An Inferiority Complex

If you're on the receiving end of a Manchester United sponsorship pitch, you might get a lot more than a powerpoint deck. Check out what showed up in the mail recently for one lucky CMO... There's a reason why the club pulled in $145 million in sponsorship revenue last year and judging from the CMO's reaction on the receiving end of this surprise (the CMO of connectivity company, Belkin...

[Sponsorship] Money Can't Buy You... Internet Buzz?

In August, Moda Health signed a naming rights deal with Portland's Rose Garden. The unconfirmed, but reported estimated price tag was $4 million per year. Peanuts by no means, but smaller than other recent naming rights partnerships in bigger markets. The resulting traffic though according to Google was seismic... Altogether, not that surprising to see a big pop after a major naming rig...

This May Give Your Sponsorship Proposal An Inferiority Complex

If you're on the receiving end of a Manchester United sponsorship pitch, you might get a lot more than a powerpoint deck. Check out what showed up in the mail recently for one lucky CMO... There's a reason why the club pulled in $145 million in sponsorship revenue last year and judging from the CMO's reaction on the receiving end of this surprise (the CMO of connectivity company, Belkin...