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 sponsorships, "...

How Man-U Courted AON

When the deal was announced on June 3rd, many were surprised to hear that little-known Chicago-based insurer, AON, had agreed to pay $130 million for some of the most coveted real estate in sports, Manchester United's jersey. The Atlantic this month has a fascinating look at how the Man-U and AON deal went down. Man-U execs hoped it could raise the profile of AON, which had offices throughout...

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...

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 you...

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...

Deloitte on London 2012

The Olympics games are a logistical rubik's cube many years in the making. Recent Olympics have shown this first hand. Is this the perfect place for some "professional services" value-in-kind? Annabel Pritchard explains to CNBC Europe how Deloitte's sponsorship of London 2012 and LOCOG (London Organising Committee of the Olympic Games) provides the perfect showcase for the firm's business ad...

Five (or Six) Brands that Won at Wimbledon

For the second year in a row, the AELTC wrapped up Wimbledon with an epic Men's final this time to the tune of a 16-14 fifth set. There was no shortage of storylines this year with Fed gunning for 15, an all-williams women's final and Britain's best hope since that of his clothing sponsor's namesake, Fred Perry. As we say goodbye to another year of Wimbledon and look toward the hardcourts, her...

Key Marketing Facts for Sponsors of the FIFA World Cup

So, the US unexpected performance during the 2009 FIFA Confederations Cup raised soccer awareness in the States for a few days. As important as that is, it also served as a good reminder that the FIFA World Cup is only 11 months away. We’ve heard the rumors and echoes whether South Africa was even going to have the chance to host the event. Clearly, the show will go on, albeit with some added a...

Despite Recession, Macy's Embraces Celebration Sponsorship

While these days many corporate sponsors are running away from anything with even the slightest whiff of celebratory excess, there's one company that has embraced it, in good times and bad, for over 85 years. Why is this? Because Macy's, in part, has made its name with events like New York City's 4th of July Fireworks Spectacular (first sponsored in 1976) and Macy's Thanksgiving Day Parade (...

SF Giants & AT&T Launch the AT&T Park Experience

A lot of brands talk about revolutionary mobile (wireless) activation plans, but if there's one sponsor that should be able to blow it out it's AT&T in San Francisco. Today, AT&T announced the next phase of their mobile in-stadium activation plans for the San Francisco Giants/AT&T Park sponsorship, which the company acquired via SBC in 2005. "With the rising popularity of smartphon...