Weeding Your Sponsorship Portfolio Is Your Sponsorship Portfolio an Overgrown Garden? While some think of flowers and a green lawn as a sign of Spring, I note the rise of dandelions, crabgrass, and clover as a signal that Winter is in the rearview mirror. Many sponsorship managers feel the same when looking at their current […]
Corporate sponsorship works. Its positive impact on organizations continues to drive this $62 billion industry. I particularly enjoy helping our non-profit clients because corporate sponsorship offers them the opportunity to “do well by doing good.” Corporate sponsorship generates valuable revenue. It also multiplies the impact of advocacy since the sponsor promotes the non-profit’s message through […]
By Ken Ungar In 2020, if you work in sponsorship, you experienced the turmoil of postponed events and renegotiated deals. While this year has been generally depressing, we see an exciting trend on the horizon that will expand sponsorship’s impact to create something beneficial beyond the COVID-19 pandemic. Society and business will increasingly merge corporate […]
By Ken Ungar With 2020 sponsorships in tatters, it might sound silly to suggest that properties have sponsor summits this year. Typically, the sponsor summit has been a meeting to gather sponsors to highlight strong property performance. Few think of 2020 as a year of strong performance. In fact, the sponsorship summit is probably the […]
By Chris Myers How do you determine if your sponsorship was a success or not? It is a question we are asked often. The answer to the question has a lot of layers but can be summed up in sponsorship measurement. I use partnership instead of sponsorship for a specific reason. The measuring of a […]
Sponsorship works best when the sponsor and property work together. The sponsorship helps the sponsor address a marketing challenge. The property benefits by receiving a fee and “free” promotion. Yet, how do sponsors and properties evaluate the impact of a sponsorship? The following represents common objectives and metrics seen in sponsorships across markets and industries: […]
