By Ken Ungar Let’s face it. Since March 2020, the live sponsored-event industry has been a dumpster fire. Sports, trade shows, charitable galas and industry events have been postponed, cancelled or devoid of their audiences. To salvage any value from live sponsored events, the COVID-19 pandemic has sparked a digital revolution in sponsorship. That’s why
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
By Chris Myers Many sponsorship sellers experience frustration over their inability to close sales. Sometimes, poor sales technique is to blame. It is often the case that properties are simply not “sponsorship ready.”  In business, it can take years to bring a product to market. In addition to product development, skillful business strategists understand the need to
