• When discussing sponsorship, it’s easy to think about the money changing hands or the logos on banners. But there’s much more to it. Sponsorship is not just a financial transaction; it’s about the power of association with a seller. This relationship brings real value to both parties involved, especially through the use of the seller’s […]

  • 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 […]

  • 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 […]