Opportunity is Knocking. Will Anyone Answer?

The big news this week was the SEC’s release of its new media policy. This should not be confused with its “new media” policy. No, the SEC took steps to ensure it didn’t really have a “new media” policy, by essentially recoiling into the comfort zone that is the status quo, with its new media policy. Namely, it wants to protect the interests of its media partners and their advertisers, by ad...

Deal Flow 8-19-2009

Aeroflot will be the official airline of the 2014 Sochi Winter Olympics, pledging $100 million in money and services between 2009 and 2016. The Toronto International Film Festival has announced P&G Beauty and Skyy Vodka as official sponsors. Maple Leafs Sports & Entertainment has signed MasterCard Canada as the title sponsor of the new Maple Leafs practice facility. Canada’s Olympic Broad...

Value-in-Kind Sponsorship to the Masses

You don't have to convince us that long tail sponsorship can pay big dividends to creative marketers - or that video can bring a sponsorship opportunity to life in a way that gold, silver and bronze levels simply can't (shameless plug alert: we are the ONLY property/sponsor network that hosts pitch videos!). Thanks to creative shop, TBWA, fans of BC-based beer Okanagan Spring can submit a vide...

Joe and Clark get set to jet. Sponsor search is on.

You knew someone would take it "a bit too far" when Jet Blue announced their version of all-you-can-eat, earlier this month. According to Time Magazine, Joe DiNardo, a marketing executive at a Buffalo, N.Y.-based financial firm, and his friend Clark Dever, a self-described rogue technologist, are just the "someone." The two friends have mapped out a month long quest to visit as many cities as ...

Is Sponsorship Hard Work?

Today we’re going to address another concern we get asked about a lot: "Is Sponsorship Hard Work?" I think the fear is that finding, servicing and activating sponsorships might become a cumbersome nuisance, and I'm here to tell you that such is not the case. Sure there will be times when you run across a sponsor that is … um, shall we say, "extremely user-friendly" – and we can talk ab...

Deal Flow 8-20-2009

The Buffalo Bills announced a new partnership agreement with SANYO. SANYO will be the official electronics and HDTV provider of the Buffalo Bills. American Airlines announced a three-year marketing partnership that establishes it as the official airline and official sponsor of the New England Patriots, the New England Revolution, and Gillette Stadium. Sprint Cup race at Dover Internation...

Women's Tennis' Race Against the Clock

In a clever stunt to promote the Rogers Cup, Flowe Experience turned one of the world's busiest intersections into a regulation size tennis court, with two top WTA stars to boot - Caroline Wozniacki and Ana Ivanovic. The challenge was Flowe had only a thirty minute permit for Yonge Street, which created a frenzied media environment. Not such a bad thing for Sony Ericsson, who had signage...

Activation Tactic of the Week: Belle Tire Hits a Home Run

Are you looking for new ways to reward fans based on team performance? Are you looking for ways to make your tunnel signage interactive? During the 2009 MLB season, Belle Tire and the Detroit Tigers teamed up to create a "Belle Tire Blast Contest" that ties an interactive promotion*to the corporate partner's tunnel signage at Comerica Park. Each time a Detroit Tiger hits a home run into the ...

Sponsorship Isn't Just for Events

A lot of times, when I'm first talking to folks about the "Brought to you By…" sponsorship sales system, many will immediately jump to the conclusion that sponsorship is strictly something for companies that put on meetings and events. (After all – our event, the National Sports Forum, has sponsors and it's an event, right?!) Well, it is an event and it does have sponsors … but that's it as ...

Writing the Perfect Pitch

There are a number of ways to craft a perfect sponsorship proposal but in every successful proposal, the following points are consistent: The Cover Letter I put a lot of emphasis on the Cover Letter for two reasons: 1. No matter how you cut it, a sponsorship sale must have value but it is still a “relationship sell.” The Cover Letter allows the presenting organization the opportunity t...