When I worked for a sponsorship property, our sponsors inevitably called in early September with the panicked measurement question. “Our CEO wants to know how our sponsorship did this season, and I need as much data as you have to support us.” This request often sets off a mad scramble for data in the office. […]
They say that “there are two sides to every story and the truth lies somewhere in the middle.” When it comes to experiential marketing for a sponsorship, sponsors often face the choice of focusing on lead generation or branding. I used to lean heavily towards branding as my outcome of choice. However, I’ve learned that […]
“Experience isn’t the best teacher,” my dad would remind me. “It’s the only teacher.” Over the years, experience taught me a great deal about sponsorship. I’d like to share my biggest mistake in sponsorship, hoping that you can benefit from my blunder. Some years ago, a young INDYCAR sports marketer (me) had a sponsorship sales […]
Exploring Paid and Free Resources for Sponsorship Audience Research In sponsorship, aligning a property’s audience with a sponsor’s target market is important. Sponsors seek assurance that their investment reaches both their existing and potential customers. To achieve this, conducting thorough sponsorship audience research is crucial. Sponsorship Audience Survey One of the most effective ways to […]
Brands buy sponsored posts and pay influencers to post about their products or services on platforms like Instagram and YouTube. In the early days of social media platforms, I remember celebrities and athletes receiving five figures per post. Today, a celeb like Dwayne Johnson reportedly receives over $1 million per post. With the additional attention […]
Cryptocurrency exchange sponsorships continue to grab headlines. Crypto.com’s sponsorship of the former Staples Center and FTX’s deal to rename the home of the Miami Heat stand out. A real boost to sponsorship markets that are just recovering from the pandemic implosion. Besides the high rights fees, these deals highlight the fundamental ways sponsorships address marketing […]
