“Do we need to spend over-and-above our sponsorship fee to maximise the deal’s return?”

What a question! (more…)

Over the next few months, we’re going to begin seeing a range of Trends in Sponsorship reports bouncing around. For the most part, these are great if we pay attention to what is being said and implement changes relevant to ourselves. We also know, however, that plenty of us just read the report and then either delete it or save it in a ‘Research’ folder somewhere.

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Thinking about dipping your toe in the water of a sports-based sponsorship? Or maybe your entire leg? Or perhaps you’re already so up to your neck in a sponsorship that you’re almost part of the rights holder! (more…)

I read a report last week which was released by the Association of National Advertisers and the Marketing Accountability Standards Board titled Improving Sponsorship Accountability Metrics.

Based on the North American market, the study outlines the key factors surrounding the sponsorship industry and success measures that brands have in place to assess their partnerships. (more…)

Supanova Comic-Con & Gaming Expo has been the welcoming home of Australia’s pop culture fandom since 2000; a place where fans inspired by imaginary worlds emanating from comics, sci-fi, fantasy, anime, gaming, nostalgia, and literature have been able to come together to celebrate. A place to rejoice in cosplay and also a place to express their inner geek and their inner child.

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Having been formed in since 1889, 129 years ago, Brentford FC endured a nomadic existence, playing at five different home grounds before, in 1904, settling in at Griffin Park. And, that’s where they’ve played for the past 114 years! (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.

If you would like to connect with Roberta, you can do so on LinkedIn, Twitter or visit www.eventsandsponsors.com

Mark Thompson, our MD, also joins us to discuss his latest blog – Sponsorship Reporting in a Bad Year – How to Tell a Good Story in Hard Times

Enjoy.

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When I was a sponsorship manager, sometimes I would sit at my desk ready to prepare our recap documents for our sponsors, who had just endured, with me and my organisation, a series of poor performances. (more…)

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…)