The refrain, “If you don’t know where you’re going, any road will take you there.” is essentially a paraphrase of an exchange between Alice and the Cheshire Cat in Lewis Carroll’s Alice’s Adventures in Wonderland.
It is particularly apt in a sponsorship sense when, even today, we see so many sponsorships that seem bereft of objectives and goals. Those sponsorships are always set up for the comment “We just don’t feel like this sponsorship is working!”. (more…)
Just recently, and boasting 45 million players of the game, Epic Games announced that it will provide $100 million in prize pool money for Fortnite competitions in the first year of competitive gaming. Plus, the IOC will shortly be holding a summit, to better understand esports, which could be a precursor to inclusion in future Olympic games. (more…)
A lot of people think sponsorship is a complex beast; that it is a hard job. Not Jackie Fast who founded Slingshot Sponsorship in 2010, from her apartment, with only a laptop, basically because no one would give her a job in sponsorship. (more…)
In this ongoing series, Sam Irvine, SponServe’s Territory Manager, Australia and New Zealand, ponders his past life as a commercial manager at a rights holder and what he wishes he knew. Then, he pens a letter to his younger self. (more…)
From the outside, the sponsorship landscape looks pretty simple: There are rights holders (those looking for sponsors) and there are brands (those looking to sponsor). Rights holders reach out to brands, they meet, they pitch, and deals are negotiated and eventually done. In reality, the landscape and the process is entirely different and more involved.
For those looking to succeed in this space, understanding 3rd parties, who exert influence on the relationships, and are vital to their success, could be the difference in you being great at your job or not surviving in this cut-throat industry. (more…)
Events, either stand-alone or as part of a rights holder, such as team community days or end of season functions, bring people together where they are highly engaged and usually with really positive attitudes.
For rights holders, there is a finite amount of time to deliver the event and, in turn, deliver for sponsors. There’s not a lot of wriggle room if something goes wrong. Still, for sponsors, events can be highly attractive because of a large gathering of highly engaged people from their target audience.
Whether you are a rights holder or a brand, all of this presents not just a big opportunity, but also a unique set of challenges in executing sponsorship.
Someone who is well placed to discuss the unique challenges, how to navigate them, and enjoy success, is Roberta Vigilance. Since 1997, Roberta, through her event planning company, Vigilance Style & Grace, has consulted and taught how to plan sponsored events and secure sponsors from local through to corporate brands and Roberta joins us on the show to discuss all things event sponsorship.
Whether you are a brand, or a rights holder, you’ve no doubt been in situations where a sponsorship has gotten off on the right foot, and with all the right intentions, but then one, or both, parties have struggled to bring the sponsorship to life and activate it well. (more…)
In this ongoing series, Sam Irvine, SponServe’s Territory Manager, Australia and New Zealand, ponders his past life as a commercial manager at a rights holder and what he wishes he knew. Then, he pens a letter to his younger self. This one is, of course, about Christmas! (more…)
“Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating with the full range of human emotion — not just what appears to be pretty or perfect.” Those are the first words on the Snapchat blog, written by Evan Spiegel, Snapchat CEO and co-founder. That was back in 2012 when Snapchat only worked on iOS devices and users could only send photos.
Right around the world, sponsorship is a key marketing strategy for airlines. We often see them sponsoring high profile sports, who have big and global TV audiences, but increasingly, we are seeing airlines add or increase non-sports properties to their portfolio. One of those airlines is Etihad Airways, a truly global airline not just in terms of status but also the way they approach their sponsorships. (more…)