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 spon...

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 ...

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 partnering...

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), t...

[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 rights ...

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), t...

Weather Channel Gives Flugtag A Go As Part Of Latest Partnership

When the Weather Channel partners up with an event fundamentally dependent on headwind, you might expect a strong performance. You'd be wrong.. Luckily, the sponsorship activation which included an on-site weather reporting unit at Red Bull Flugtag was more successful than the team's performance (not that we would do any better!) and definitely a clever way to extend the Weather Channel b...

How Big Is Panasonic's Latest Partnership?

Texas Motor Speedway has teamed up with Panasonic to create what it's calling the world’s largest high-definition video board. Nicknamed "Big Hoss," the 20,000+ square ft. HD display is scheduled to open in 2014. This infrographic, courtesy of TMS, will give you some perspective on the enormity of Panasonic's latest partnership.

Mobile Network Activates With Mascots

Mascots often get the snub when it comes to sponsorship activation with players and coaches getting most of the love. Now, there's a new sponsored app that will give Herbie Husker - and mascots at other U.S. Cellular sponsored schools - their due. Using the wireless network's Mascot & Me app, fans of the Nebraska Cornhuskers, East Carolina Pirates, Iowa Hawkeyes, Iowa State Cyclones, Maine...