Why Sponsorship Strategy? By Ken Ungar “Sponsorship doesn’t work” When I heard a marketing manager (for a BIG brand) throw that comment out there last year, I was nearly speechless. Could it be true that a multi-billion-dollar industry is built on a false premise? After composing myself, I knew the answer. Sponsorship doesn’t work . . . if there’s no strategy to guide it. While I knew the […]
How Corporate Social Responsibility in Sponsorships Can Lead the Change Gone are the days when a for-profit company’s sole concern was “maximizing shareholder value.” It’s been replaced by greater emphasis on corporate social responsibility (CSR). Did you know 87% of consumers are more likely to buy a product if the company supports a cause they […]
Harnessing Image Transfer: Sponsorship’s Superpower If you’re like me, you have a favorite marketing tool. Some love social media, others appreciate influencer marketing, while others think of advertising as their go-to tool. Mine? I love sponsorship. Why? Unlike other marketing tools, sponsorship possesses a unique superpower. That superpower is called “image transfer.” What is Image […]
Maximizing Sponsorship for Race Teams In the world of motorsports, sponsorship dynamics have evolved significantly in recent years. The era of season-long primary sponsors is waning, with most teams frequently changing sponsors from one race to the next. While some iconic brands, like Red Bull and FedEx, continue to maintain season-long partnerships, race teams need […]
