Posts tagged " measurement "

Inside Sponsorship – Sponsorship Measurement with Ian Davidson from INNOCEAN Worldwide – Ep 68

March 27th, 2019 Posted by

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…)

Where should the money go; in the sponsorship deal or in the leverage?

March 13th, 2019 Posted by

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

What a question! (more…)

The Increasing Importance of B.I. in Sports and Entertainment

February 11th, 2019 Posted by

Sponsorship reporting is nothing new. It has been around since the dawn of sponsorship itself, however, as we know (and have spoken about in this blog before), it has become a lot more purposeful and analytical.

Companies such as Nielsen Sports (formerly Repucom), have, for the past decade or more, been providing data for the reporting of sponsorship wins and losses from a media equivalency/asset value perspective. So successful has this been that it is now seen as somewhat of a currency within the sponsorship industry and a staple expenditure item for anyone reporting their reviews. (more…)

5 Trends in Sponsorship That We’re Not Talking About

January 16th, 2019 Posted by

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.

(more…)

4 Lessons For Brands When Negotiating Sport Sponsorships

August 29th, 2018 Posted by

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…)

Why You Should Focus on Sponsorship Measurement Accountability

August 1st, 2018 Posted by

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…)

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The Sponsorship Landscape – Understanding 3rd party Influencers is Vital to Success

February 15th, 2018 Posted by

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…)

Sponsorship Reporting in a Bad Year – How to Tell a Good Story in Hard Times

Sponsorship Reporting in a Bad Year – How to Tell a Good Story in Hard Times

January 18th, 2018 Posted by

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…)

impact sponsorship live sport ott social media

The Impact on Sponsorship of Live Sport Gaining Traction on OTT and Social Media

November 15th, 2017 Posted by

The emergence of OTT platforms and the entry of social media streaming for live sport is an exciting technological evolution for sporting teams, governing bodies, fans, spectators and most importantly for me … because it impacts sponsorship! (more…)

IP Owners Controlling Content. Max Barnett, Nielsen Sports

Inside Sponsorship – IP Owners Controlling Content and Conversations – Max Barnett – Nielsen Sports

August 16th, 2017 Posted by

Content is King. It’s almost a worn out saying but since it was first coined it has grown into an absolute truth. Whether you are trying to attract customers, or retain customers, content has become an integral part of a lot of businesses. (more…)