FIFA’s new sponsorship : all structure, no strategy
The latest changes to FIFA’s sponsorship strategy are eminently sensible. The growth in popularity and commercial value of both the women’s game and gaming represent untapped potential for FIFA, who have been struggling for a number of years to grow the quantity and quality of their sponsors. FITNESS COURSE BOX — All Olympus Avant BOX […]
Sponsorship, impact and ESG
Sponsorship, impact and ESG used to be very remote companions – but now there’s a large role for sponsorship in both communicating and delivering impact. Humans are creatures of habit. As a rule, we avoid change, anything which destabilises our existence – until the need becomes overwhelming. Burning platforms can be financial, existential, psychological but […]
Sponsorship rights valuation – and cabbage
Many years ago now we wrote a blog post called Media. Value. Cabbage – on the subject of post event sponsorship valuation. (We use the term valuation to refer to the commercial value assigned to a sponsorship contract – and evaluation to refer to measurement of a sponsorship’s success). The tone of the title reflected […]
Conjoined twins?
Sponsorship and philanthropy – conjoined twins? There’s an industry mantra dating back to the 80s, that sponsorship is a commercial means to a commercial end. In the 80s, of course, it was a useful line to avoid approaches being routed to ‘community giving’; nowadays, it’s the logical defence against accusations of profligacy. But like any […]
Sponsorship zen
It tickles us at Redmandarin that the IOC now has 11 TOP partners. Brands and rights-holders often perpetuate a false correlation between sponsor numbers and clutter, and talk about sponsor clutter as though it’s an issue – and yet the IOC’s elegant solution is simply zen: de-clutter. Certainly, there is a limit to the number […]