Fashions come and go, but there are always some trends that run deep and tend to stick. Here are nine of them (yes, nine and not ten!) from our editorial desk that are influencing our industry, from measurement issues to tech changes to broader advertising trends that affect how we plan and execute sponsorships. Read our Nine Sponsorship Trends for 2018, an excerpt from our latest annual Sponsorship Guidebook.
WHITE OUT CONDITIONS AT THE 105THGREY CUP HINDER SPONSORSHIP VISIBILITY
All eyes may have been on the game Sunday night, but they certainly weren’t seeing all the logos that paying sponsors intended, as an unexpected snowfall covered the field – the most coveted branding real estate for the CFL Grey Cup. According to data analysis run by our SPOT tool that assesses and values on-screen logo and branding visibility, some major sponsors didn’t get what they paid for.
Formula E was launched in 2014 as the world’s first electric street racing series, attracting attention from traditional manufacturers like Audi, Renault and Jaguar, as well as curiosity from many former Formula 1 drivers. With the overall aging of motorsports audiences, Formula E provided a fresh opportunity to gain new audiences for the sport as a whole, and as with the launch of any new series, there was tremendous potential for innovation without any red tape, pre-existing agreements or politics.