Top Sponsorships - Jameson Irish Whiskey and The Best Fest
What we like about this partnership: The tie-in between these two brands is so natural. The niche event gives the brand the chance to generate content and to get behind a cause.
Sponsorship Blog
Sponsorship and Advertising are Indeed Different
Insights about Sponsorship Articulation Repetition Effectiveness
Science of Sponsorship Series
Authors: François Carrillat and Alain d'Astous
That sponsorship and advertising effectiveness are driven by vastly different principles is widely accepted. However, observing activation campaigns suggests that many sponsors believe that audiences are immune to growing tired of the same message being repeated over and over again.
The rise of cause sponsorship
Corporate social responsibility (CSR) has become an indispensable tool for brands looking to set themselves apart from the competition. Consumers today expect companies to contribute to the collective wellbeing by reducing the environmental impact of their activities and by doing their part to alleviate social problems.
A recent study conducted by the CROP research firm notes how such an approach influences the consumer perception of companies.
TOP sponsor activations at Rio 2016
By David Tokarczyk, Formula 1 Grand Prix du Canada
Rio Olympics at a Glance
Safety was a key concern in my decision to visit Brazil given the constant media reports about the dangers of visiting the country. With the Zika virus spreading, the SC Johnson insect repellent brand Off! took the savvy step of becoming the official insect repellent supplier of the Rio 2016 Olympic Games, a move that reportedly had sales soaring over the same period last year. What is interesting is that SC Johnson is a competitor of Olympic Global Sponsor Procter & Gamble.
Digital sponsorship - Best Practices
By Samantha Phelan, Manager, Sales and Service, St. John's IceCaps.
Two years ago, in the lead-up to the 2014 FIFA World Cup in Brazil, Beats by Dre—a popular headphones brand—took to the internet with a uniquely crafted “Game Before the Game” video featuring famous soccer athletes, Neymar and Sturridge, emulating what their pre-game rituals looked like.
2016 sponsorship trends
Trend 7: The demographic storm
Baby boomers, who have left their mark on pretty much every corner of society, are now reaching retirement age, are living longer and are in better health than their predecessors. This demographic evolution means that the number of people over 65 will double in the next 25 years. In turn, this will lead to significant economic changes and will also represent a huge challenge to event promoters, who will have to adapt their offering to attract new visitors or spectators on site and appeal to new television audiences.
2016 sponsorship trends
Trend 6: Measuring data
Data measurement. We talk about it so much that it almost registers as a trending topic. And yet, despite all of our chatter, the truth is that sponsorship initiatives often go largely if not completely unmeasured, and, when we do attempt to quantify success, we often go about it wrong.
There are three gaps that undermine most attempts to measure sponsorships....
Are your Sponsors Wrecking your Chances of Success?
Here’s how to avoid any hidden risks.
For a sports property looking for sponsorship, finding companies that are willing and able to enter into partnerships is no mean feat. But before plunging into a deal, what are some of the considerations the sports property should consider about to ensure success? There are plenty of risks and pitfalls which could harm the property’s prosperity and brand. Taking time to assess risks before making a sponsorship agreement ensures that the property can mitigate some of these potential issues in the planning stage.
2016 sponsorship trends
Trend 5: Rights capping
In 2014, the Canada Sponsorship Landscape Study noted a 6.7% decrease in sponsorship spending in the country after years of steady increase. This sector is once again seeing growth—IEG predicts a 4.5% increase in 2016—in large part due to the arrival of new players and the increase in activation budgets (which is often taken from the amount paid in rights). As a result, several properties are facing a cap on their sponsorship revenues, especially in high-level professional sports and important music festivals.
2016 sponsorship trends
Trend 4: Focus
Because anything can be sponsored—or almost anything—you’d think that companies would be busy transforming their sponsorship portfolio every time a new trend hit the market. Instead, they tend to focus on their existing partnerships because long-term relationships have a way of paying off.
We are seeing a stabilization of partnerships in the major sponsorship categories, which suggests that brands are adopting a more strategic approach. The average duration of a partnership has also gone up. There is less movement in the marketplace overall, with the exception of brands pulling out during more difficult economic periods.
Selling Sponsorships - THE CAPTAIN AND HIS GUMBO
Relevent15 conference review
By Joey Franco
It's no wonder that the sponsorship veteran refers to himself as "The Captain" at FishBait Marketing. Over the course of his outstanding three-decade career, he has sold sponsorship packages for some of the top sports and entertainment properties in the world: Wimbledon, the PGA Tour, the Goodwill Games and the Cricket World Cup—to name a few.
Sponsorship 3.0 - Q & A with Ian Malcolm―Lumency
Relevent15 conference review
Interview by Joey Franco
JF: You specialize in sponsorship marketing. There are many marketing areas that you could have chosen; why this one?
IM: I was an athlete, skiing at a pretty competitive level. So, I was always interested in the connection between sports and fan passion and how brands could leverage that connection and be part of it. In my very late twenties, I determined that after working for a period of time in radio and having some exposure in the news department at a couple of stations I worked with in sports, that I wanted to activate that passion.
Content in Sponsorship - Taming the Monster
The presentation centred around the misguided practice of organizations spending "big money" to establish platforms such as magazines, blogs and video channels and then obsessively force-feeding them content, simply because the platforms exist.
Lee described how some businesses are the masters of their own misery, creating content-guzzling monsters that—in a vicious circle—"keep growing and thereby require more and more input." Ironically, efforts to beef up platforms leave in their wake ever-expanding monsters bloated full of token content.
Digital sponsorships - The new quantified online landscape
Relevent15 conference review
By Joey Franco
In a world where the dissemination of brand communications is dictated by a mysterious and constantly-evolving media landscape, companies like French need to be at the top of their game and on top of the many mechanisms that make up today’s connected world.
Noel makes it clear that the ever-changing media space has made sponsorships more challenging. Brands are looking for more return on their investment, and every dollar counts.
Formula 1 Sponsorship - Tom Moser: Defying Convention
Relevent15 conference review
By Joey Franco
The terms “pioneer” and “trailblazer” come to mind when describing Tom Moser’s career in the entertainment/sports sponsorship marketing field. Moser, a mastermind marketer for British American Tobacco, including its Canadian subsidiary Imperial Tobacco Company Canada has run the gamut in high profile tobacco sponsorships; from IndyCar racing to jazz festivals and of course, Formula One.
Due to tobacco legislation restricting more traditional forms of advertising and promotion; sponsorships became one of the only communications vehicles for marketers at tobacco companies. “It was actually a benefit in some ways,” says Moser as he describes those transformative years.
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See how it worksRecent Articles
- Top Sponsorships - Jameson Irish Whiskey and The Best Fest
- Sponsorship and Advertising are Indeed Different
- The rise of cause sponsorship
- TOP sponsor activations at Rio 2016
- Digital sponsorship - Best Practices
- 2016 sponsorship trends
- 2016 sponsorship trends
- Are your Sponsors Wrecking your Chances of Success?
- 2016 sponsorship trends