I have been lucky enough to work in the sporting commercial space with a huge variety of rights holders, ranging from volunteer clubs to governing bodies right up to some of the most professional[...]
Governing Body vs Pro-Team - Which Has A Greater Commercial Advantage?
Does This Sponsorship Suit My Marketing Strategy?
Evaluating and determining whether a rights holder can provide a good opportunity, in line with an approved marketing spend, is arguably one of the biggest pain points brands face in today’s[...]
Is Sponsorship worth it if we don’t need the branding play?
Sponsorship, as a part of broader marketing strategy, is becoming increasingly effective as a method of reaching specific and targeted audiences than ever before.
As a function, it provides[...]
4 Lessons For Brands When Negotiating Sport Sponsorships
Thinking about dipping your toe in the water of a sports-based sponsorship? Or maybe your entire leg? Or perhaps you’re already so up to your neck in a sponsorship that you’re almost part of the[...]
Why You Should Focus on Sponsorship Measurement Accountability
I read a report last week which was released by the Association of National Advertisers and the Marketing Accountability Standards Board titled Improving Sponsorship Accountability Metrics.
Based[...]
The Sponsorship Landscape - Understanding 3rd party Influencers is Vital to Success
From the outside, the sponsorship landscape looks pretty simple: There are rights holders (those looking for sponsors) and there are brands (those looking to sponsor). Rights holders reach out to[...]
Recipe - 5 Key Ingredients for Fantastic Hospitality
Corporate hospitality, no matter which side of the coin you sit on (rights holder or brand), can be a fantastic opportunity to generate business, network, learn from like-minded individuals or[...]
Sponsorship Reporting in a Bad Year – How to Tell a Good Story in Hard Times
When I was a sponsorship manager, sometimes I would sit at my desk ready to prepare our recap documents for our sponsors, who had just endured, with me and my organisation, a series of poor[...]
The Greater Fusion of Sports and Entertainment – A New Horizon for Sponsorship Engagement
As a music lover and sports lover, there isn’t too much more in the world that gives me more pleasure than a combination of both.
Trend #4 in Nielsen Sports’ Commercial Trends in Sport 2017 looks[...]