Sponsorship News from SponsorPitch
- Links 02/08/10 February 8, 2010Deals Audi confirmed as Louis Vuitton sponsorGameStop renews its sponsorship with JGRDanica Patrick, JR Motorsports add Hot Wheels Sponsorship for Nationwide Series Trends It's Been A Good Sponsor Signing Week for The Campign World Truck Series Your Client As An NBA All-Star Microbrews Get The Boot Thanks to Olympic SponsorshipIOC spurns Deloit […]
- America’s Cup Sinks as Sponsors Flee Billionaire Feud February 8, 2010Billionaires Larry Ellison and Ernesto Bertarelli have turned an America’s Cup boom into bust, according to Business Week: A 30-month wrangle over rules canceled a 19-team qualifying event, scared off sponsors like Banco Santander SA, UBS AG and Nestle SA and shrank the organizing budget to 8 million euros ($11.1 million) from a record 230 million euros […]
Kim Skildum-Reid - Power Sponsorship Blog
- Sponsors: What If You Could Start Over? January 17, 2010It’s early in the year – the time when people wipe the slate, make resolutions, and dedicate themselves to doing better. It’s when people give themselves permission to start over. What if we applied that thinking to corporate sponsorship? What if sponsors took some time out from dealing with the administration of sponsorship and the improvement [...]Kim Skildum-Reid
- Controversy Central #2: KFC Turns Chicken January 10, 2010Following on from Controversy Central #1: Tiger Loses (Almost) Everyone, this is an interesting case of an ad created to leverage a sponsorship in one region being a disaster in another. Here’s the setup: Here in Australia, it’s summer, and in summer, our major sport is cricket. This season, we’ve played international series at home against [...]Kim Skildum-Reid
Sponsorpark Blog
- Sponsorship Connection Tip #8 - Give Yourself Plenty of Time, part B February 2, 2010Give yourself plenty of Time –part A: Sponsorship can take 4-6 months to connect with the most appropriate person, negotiate a partnership, and sign a contract. The larger the sponsorship deal the longer it can take to close. Part B: This is also why it’s a good idea to pursue more than one sponsor at a time. Work smarter not harder! I talked […]
- Sponsorship Connection Tip #8: Give yourself Penty of Time - part A January 26, 2010Give yourself plenty of Time –part A: Sponsorship can take 4-6 months to connect with the most appropriate person, negotiate a partnership, and sign a contract. The larger the sponsorship deal the longer it can take to close. Part B: This is also why it’s a good idea to pursue more than one sponsor at a time. Work smarter not harder! So, obv […]
Sports Business Daily
- Snickers Tops USA Today's Ad Meter February 8, 2010Watch The Snickers Spot Snickers last night during CBS' coverage of Super Bowl XLIV "walked off with the Super Bowl's best-liked commercial in USA Today's Ad Meter ... three years after getting hammered by gay activists for what many felt was an anti-gay Super Bowl…
- Google Makes A Splash With Super Bowl Spot February 8, 2010Watch The Google Spot Google's "aversion to advertising its search engine on TV ended with a bang on Sunday night as the company paid an estimated" $5M for a third quarter spot during CBS' coverage of Super Bowl XLIV, according to Bobbie Johnson of the Manchester…
- Focus On The Family Spot Falls Short Of Hype February 8, 2010Watch The Focus On The Family Spot The Focus on the Family spot that made former Univ. of Florida QB Tim Tebow and his mother Pam the "unintended stars of Super Bowl XLIV was not a screed against abortion," but rather a "lighthearted take on a mother-son…
Seth's Blog
- Frightened, clueless or uninformed? February 8, 2010In the face of significant change and opportunity, people are often one of the three. If you're going to be of assistance, it helps to know which one. Uninformed people need information and insight in order to figure out what...Seth Godin
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I re-listened to the IEG 2009 Trends webinar and got a few more nuggets that I wanted to share and some insights/analysis:
- Sponsorship spending grew by 11.4% in 2008 but is projected to only grow by 2.2% in 2009
- Of the nearly 17 Billion sponsorship dollars spent by North American Companies, most will continue to be spent on sports (68%), however, they project to only grow by 1.8%
- Of all sectors, sports is projected to be the slowest growing at 1.8%
- Sectors with biggest growth opportunities are festivals, fairs and annual events, associations and member organizations (4.4%).
Given these numbers, what are some suggestions for sellers? Sports have always been considered a safe bet for sponsors. No longer. Sports need to provide new extensions for partners and tie-in cause -related marketing to their sponsorship deals and should tap into social media for activation to be effective.
- Focus on retention and fulfilment. I will be blogging about how to provide sponsors better fulfilment reports and where to find vendors with specific software to help ensure a comprehensive, yet, easy to read report.
- Sellers need to have proper valuation for their packages that reflect fair market value instead of selling (or trying to sell) the package for what it costs to run the program, event, team or property.
- Sponsorship has gone beyond the traditional marketing measurement scope of reach and frequency. It is about servicing, enhancing and enabling peoples lives. That is the ROO which can be delivered not found in traditional advertising.
- Sellers need to enhance their research and prospecting and offer solutions to challenged marketers that will provide transformational effect on consumers and engender loyalty.
- Differentiate yourself from your competitors and build extensions through other programming (social media) or partners (non-profit, cause-related)
- Don’t rely on the well that has already been tapped and is clearly running dry - automotive, banking and financial services are all hurting. Go for new categories, especially Green, if you can make it an authentic opportunity to showcase them.
There is more. So much more. I’ll continue to share these insights and provide case studies and examples in upcoming blogs. I encourage you to sign up for my blog subscription by filling out the box on your left with your e-mail address.Â
If you are interested in signing up for their annual conference in Chicago and getting a 10% discount, please click here and use the code: AC2009SI.
These are a few of my insights. What do you think? Was this helpful? I look forward to your feedback.
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Sponsorship is an interesting topic going into ‘09. Here’s an article from the Minneapolis Star Tribune about Sclitz Brewery that relates to sponsorship. Great PR for the company.
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