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 […]
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 […]
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 […]
