Part of the complexity around the conscious consumer is their expectation that brands stand for something, that they believe in something, and that they will actually do something about it.
As such, if brands don’t stand, believe in, and do something, around social causes, then, these days, they are at a massive disadvantage.
The nagging question is, however, can brands and rights holders truly achieve great, commercially beneficial sponsorships where a cause is positively impacted?
One man who thinks they can is John Balkam who has written a great book called, 3-Win Sponsorship, The Next Generation Of Sports & Entertainment Marketing. John joins us to discuss how to create and execute sponsorships that achieve commercial goals for brands and rights holders while not just treating the cause element as an afterthought and, instead, truly integrating it.
During the chat, John mentions some great examples including:
- Hellmann’s® Feeds a Stadium Food Waste – Real Food Rescue.
- Dick's Sporting Goods CEO Says Company Destroyed $5 Million Worth of Assault Rifles to Take Them 'Off the Street'. More
- Lebron James’ I PROMISE School, an Akron Public School dedicated to those students who are already falling behind and in danger of falling through the cracks. More
Of course, if you'd like to pick up a copy of his book, 3-Win Sponsorship, The Next Generation Of Sports & Entertainment Marketing, you can do that here.
Also joining us on the show is KORE’S Sam Irvine, Director - Customer Strategy & Success, Australasia, to discuss his latest blog, which asks, and answers, the question, Governing Body vs Pro-Team - Which Has A Greater Commercial Advantage?
Enjoy, and don't forget to subscribe on your favorite podcasting platform!