New Research on the Art of the Ambush

If 2009 was the year of the cutback, 2010 may very well be the year of the ambush. There are many properties, and deep pocketed sponsors, that are out to make sure that doesn't happen. Nevertheless, marketers continue to look for clever and cost-efficient ways to tie-in to major events like the World Cup and Olympics, while properties are seeking to vigorously defend their sponsors (and their...

Successful Sales People Deliver a Reputation First!

Key Learnings is an ongoing collection of insights and stories from thought-leaders within the sponsorship industry. Today's key learning comes from Jim Loria who has over 30 years of sports management experience and for the past 10 years as served as President of the USHL's Sioux Falls Stampede. Everything starts from your first appearance. Dress appropriately (shine your shoes and clean y...

In Negotiation, Are You a Combatant or Problem Solver?

Are you negotiating sponsorships based on value or position? Are you negotiating as a team of problem solvers or a couple of combatants? This video was referred to us by sponsorship expert Gail Bowers and offers a somewhat humorous look at what happens when we employ positional bargaining (fixed, opposing interests) in a negotiation. Value-based negotiating, on the other hand, puts both parti...

Deal Flow: 7-7-2009

Panasonic signed on as an official partner of the NHL's L.A. Kings. Panasonic's role as the "Official Partner of the LA Kings" is part of a broader, long-term strategic agreement between Panasonic and AEG, the sports and entertainment company that owns the NHL team. The deal includes product integration for Panasonic in AEG-owned properties throughout North America. Go Daddy, the domain n...

Nielsen: Brand Sponsorships & Brand Websites Most Credible

According to a new Nielsen Survey, brand sponsorships and brand websites are among the most trusted forms of advertiser-initiated marketing. However, consumer generated media, such as recommendations from friends and consumer opinions posted online still have the highest degree of trust in all forms of media (advertising and consumer-led). The survey revealed that for brand sponsorship...

Summer in Spain: O, the Possibilities!

First, let me say that it has never EVER been on my bucket list to run with the bulls in Pamplona. Having witnessed it (from the sidelines) first hand, anyone contemplating this is completely NUTS. With that said, and in honor of the annual event dating back to 1215, let's take a second to imagine the possibilities if Spanish customs embraced the modern model of corporate sponsorship. Here's ...

From the Trenches: An Interview with ADC Partners

In 1998 when working as an AAE at FCB Sports in San Francisco, I got a call from a guy interested in pitching sponsorship of a college basketball event called the “Pete Newell Challenge” to our client, PowerBar. It was one of the best calls I ever had in that job, as it introduced me to Andy Dallin. A sports and sponsorship marketing veteran on both the corporate and property side, Andy is ...

Deal Flow 7-8-2009

TD Bank will take over for General Motors as title sponsor of the Montreal International Jazz Festival starting in 2010. XanGo, the mangosteen beverage category creator and market leader, and Major League Soccer's Real Salt Lake (RSL) announced today a three-year renewal of the club's title jersey-front sponsorship. XanGo's multi-year deal with Real Salt Lake includes signage and promotiona...

Passion Planes, Part III

The plane paparazzi has had an amazing two weeks. First bloggers uncovered the Oakland Raiders' branded Air Asia plane in an Oakland hanger and then last weekend plane spotters spoiled Air Canada's Olympic surprise. Between these two and the Real Salt Lake/Jet Blue carrier, the PR folks would have you believe that you haven't "arrived" unless at least one member of your fleet is activating ......

And on that topic of "ambush"...

Hungry tennis fans had plenty to snack on at Wimbledon last week. Appx. 24,000 cans of Pringles, branded with the slogan "These are NOT tennis balls!" were provided to hungry Wimbledon fans outside the gates of the All England Tennis Club. Pringles has no official relationship with the AELTC and Wimbledon officials didn't seem to mind as they decided not to confiscate the cans from fans. ...