It’s an age-old question, and challenge – how do we value our sponsorship assets? Unfortunately, there are still large parts of the rights holder section of the industry pedaling predetermined[...]
Some brands are just constants in the sponsorship landscape. Sure, they may move properties from time-to-time but they are always part of the experience, somewhere.
We’ve all seen it; the awesome creative execution in a sports sponsorship. Sometimes it is big, bold, and complex, while other times it is so simple, both in idea and execution, that we think to[...]
Airlines have been major players in the sponsorship space for some time and their affinity with sports, fashion, and other major events makes sense considering some of their passengers travel to[...]
Just like data and measurement, activations is a topic that comes up in sponsorship discussions a lot. That's why we've been focussing a lot on activations at the moment, almost like a mini-series.
Activations, just like data and measurement, is a topic that comes up in sponsorship discussions a lot. Physical activations, the ones designed to engage with audiences, can absolutely drive[...]
A lot of us are old enough to remember when the broadcast landscape was dominated by TV, radio, and print. As we all know, however, the internet came along and the opportunities to engage with[...]
The refrain, "If you don't know where you're going, any road will take you there." is essentially a paraphrase of an exchange between Alice and the Cheshire Cat in Lewis Carroll's Alice's[...]
There are a lot of people who will write blogs and rock up to conferences to talk about the future of sponsorship. While I tip my hat that they have the guts to get up and present, I don’t know[...]