connecting people,opportunities and ideas

Today we have a guest blogger, Brian Levine with some inside perspective on the sponsorship industry.
The recent downfall of some of America’s largest financial institutions really didn’t surprise me very much. Not because I have knowledgeable insight into the world of economics and finance. No, rather it was my role as a sponsorship sales executive that provided me with an unsettling perspective on the greedy mismanagement which has rooted itself in American financial institutions, the same ones which were supposed to “have the strength to be there”.

The story I recount here really isn’t a new one for anyone that’s been in the sponsorship business for any amount of time and certainly isn’t unique to me at all. However, I think this story illustrates one of the challenges our industry has been plagued by for far too long. It goes something like this: (more…)

I came across an interesting article today. While many people know NASCAR has emerged as America’s second most popular sport (behind the NFL), I was actually surprised by just how passionately aware and loyal its fans are.

The James Madison University Center for Sports Sponsorship conducted a study in 2005, and it concluded that “NASCAR sponsorship is the best buy in sports marketing”. For example, 96% of fans correctly identified Budweiser as a sponsor of Dale Earnhardt, Jr. Obviously that is positive publicity for Budweiser. The only other sponsorship I can imagine that is equally identifiable is Tiger Woods and Nike.

The strong awareness by fans is beneficial to both NASCAR and its sponsors. Because fans tend to be long-time supporters (for an average of 18.6 years) of the sport, that allows the sponsors to profit. Fans welcome sponsors to their sport. 93% of fans believe sponsors and “very important to NASCAR” and 76% believe that without sponsors, there the sport wouldn’t exist. Of course that leads to (more…)

Talk about an epiphany?  Here are some amazing insights from a great blog which connects to another great blog.  wow.  I don’t learn something new everyday – I learn too much everyday.  Thank God for the numbing effects of a glass of wine after all this…here goes…

Almost all teams and sports entities are trying to figure out the social media landscape.  What tools are out there?  What are people using?  Where do we need to participate, and how do we do it?  No one has all of the answers yet, and if you’re just entering this arena, it can be very overwhelming.

You can say that again!

This is where the folks at Sports Media Challenge have stepped in to help.  They created a great resource called “Winning Fans with Social Media: A Dynamic Glossary for Tackling the Language of Social Media” The guide reviews almost all of the common terms and concepts in social media, which can be a (more…)

Please take 5 minutes to complete this important survey.  Either click on the link below or cut and paste it into your browser.  We want to be sure that we are serving your needs.  All entries will automatically be entered to win Free Sponsorship Fulfillment Software provided by SponsorshipPro+ – $699 value!

http://www.surveymonkey.com/s.aspx?sm=pXUVmM_2by_2biR_2fI6B3NNrQSA_3d_3d

Thanks!

dan@sponsorshipinsights.com

My good friend and fellow sponsorship industry blogger, Brian Gainor recently sent out his latest newsletter which had some interesting tidbits.  Brian is on top of all sorts of activation ideas and showcases them visually on his site and through his newsletter.  If you are a rights holder, activator or buyer, especially in sports; it is a must read.

Keep up the good work Brian!

The Association of Volleyball Professionals (AVP) is a polarizing organization. It has traditionally focused on beach volleyball and is very popular along the California coast and other warm seaside communities. It has been perceived as never having made a concerted effort to cater to anyone outside those areas.

But times have changed. The AVP is nearing the end of its second annual Hot Winter Nights Tour, which is designed to bring the warm weather sport to unfamiliar settings. In its 15 stops, the AVP brings two tons of sand to indoor facilities to recreate the sunny outdoor atmosphere the sport is used to. The 15 locations include many Eastern and Northern cities, many of them landlocked. Albany, Minneapolis, St. Louis, Indianapolis, Grand Rapids, and Salt Lake City are among them.

This year’s version also features something last year’s didn’t: Olympic winning athletes. Fresh off last summer’s Olympic Games, the Tour has included a gold medal winner at every stop. AVP commissioner Leonard Armato believes this will be a major turning point for the sport. “We hope to capitalize on the momentum and make this sport a part of people’s mainstream consciousness”, he said. (more…)

Last weekend I attended the NBA All-Star Game festivities in Phoenix and the kick-off was a party co-hosted by Garnier and Alonzo Mourning’s Charities.  I had a chance to chat with ‘Zo and some of his guests inlcuding, Gar Heard, Steve Smith, Detlef Schrempf and Magic Johnson.  “Zo eloquently talked about the importance of service in his life and that is his goal.  Yesterday, I blogged that sponsorship of individuals can be fraught with challenges.  In this case, it is a winner – Great products and great people doing great things!

At the party, Maybelline New York and Garnier presented a check in the amount of (more…)

As many people may have heard, Michael Phelps was recently photographed while smoking from a bong at a party in South Carolina. Almost immediately, Kellogg’s, the maker of cereals like Wheaties and Corn Flakes, dropped their sponsorship of him, claiming that Phelps’ apparent marijuana usage is “not consistent with the image of Kellogg.”
This is an example of the trend with brands to distance themselves from those who endorse their products or services when those people make a mistake or are alleged to have made a mistake, either socially or legally. (more…)

Today we have a guest author, Brian Levine about the definition of Sponsorship and some of his personal experiences. Insightful – Good stuff Brian!

Having worked within the sponsorship industry for nearly a decade, you’d think it would be easy for me to answer the first part of this apparently simple question. But just try Googling the word sponsorship and you’ll be left scratching your head. Up until a few days ago, the standard answer I would serve up to people that asked this vexing question would begin something like “….well it really depends who you are and what you’re trying to accomplish…..” The vagueness of this answer was based upon the dynamic and ever changing nature of sponsorship and by my displeasure with those in the broader marketing industry who’ve hijacked the term to serve their own agenda….don’t get me started! (more…)

This is a guest article submitted by Tom Stipes, Founder, SponsorshipPRO+

Whenever I see the annual survey results surrounding the business of sponsorship fulfillment reports the same confusion surfaces time after time for me.

On one hand the consistent message from many sponsors is that the recap reports are the single most important element in the buyer-seller relationship, even more important than the recall and loyalty shown their own brand as a result of the buy.  This doesn’t even address the notion of quality or detail contained in the report – just that they are done, at all! (more…)