The Crypto sponsorship landgrab
Crypto. has been one of the biggest spenders in the sports sponsorship market over the last three years, putting its brand to properties including FIFA World Cup, F1 and the Aston Martin team, UFC, Australia Football League and the naming rights to the Staples Centre in Los Angeles – amongst others. Crypto.com‘s awesome head of […]
A brief history of sponsorship
The whole sponsorship thing feels very modern – but its roots go way back. We explored the roots and the close connections to philanthropy in an earlier post. So for now, we thought we’d simply tell a story, a brief history of sponsorship. Over 2000 years, execution has changed substantially, but its core purpose has […]
Sponsorship 101 : Sponsorship rights
#2 in our Sponsorship 101 series aims to give a broad base understanding of sponsorship rights. When you think about the enormous range of rights-holders out there, from airports to zoos, it’s easy enough to imagine the enormous range of sponsorship rights which rights-holders can offer in their sponsorship package. We’ve worked with hundreds of […]
The power of broadcast sponsorship
Sponsorship Rocks Not that we spend all Christmas watching TV – far from it. But a post on broadcast sponsorship does still seem somehow more fitting at this time of the year. We used to see broadcast sponsorship mainly as a media buy – but that changed with the innovation of creative bumpers branding from […]
#101 What is sponsorship?
This is the first of Sponsorship 101 – a series of posts intended to provide an excellent foundation for anyone interested in, or starting off in sponsorship. We’re all exposed to sponsorship, pretty much every day of the year, but the sponsorship 101 question is : what is sponsorship? My first conscious exposure was age […]
Google search: sponsorship evaluation
We ran a Google search : sponsorship evaluation the other day – to see what’s new. How brands evaluate is fascinating and in a sea of sameness there is some stand-out practice – it also reflects trends in technology and brand focus. The results were illuminating – largely for the wrong reasons. The sponsorship industry […]
Sponsorship Assessment
One part of a recent RFP focused on sponsorship assessment: how would Redmandarin create an assessment framework to compare two properties? It was a thorough RFP and a pleasure to respond but the framing of the brief contained a few assumptions worth unpacking if you’re really looking to understand assessment. The first assumption was that […]
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 […]
Do I need a specialist sponsorship consultancy?
As a specialist sponsorship consultancy, we’re in a narrow competitive set. While there are plenty of individuals with experience to spare and share, there are few organisations established purely to solve sponsorship challenges. There are many large agencies which offer consulting services, but the consulting for these businesses is generally considered a loss leader, to […]
What is sponsorship?
The following article first appeared as the conclusion to the Redmandarin publication ‘Defining Sponsorship‘. It provides a clear analysis of the roots of what sponsorship and sound sponsorship strategy is all about and is helpful both for students and practitioners. So where to start? The only definition that’s readily available is from the European Sponsorship […]
Learnings from Olympic sponsorship consultancy
We chose to specialise in Olympic sponsorship consultancy because the scale of the undertaking ensures that the partnership has the full attention of the business – and sponsorship has the fullest application across the business. We published Working the Olympics in 2012 – based on our experience with ten Olympic partners and interviews with a […]
Our definition of sponsorship
Nobody scrolling down Interbrand’s list of the world’s top 100 brands can fail to be struck by the huge and obvious role sponsorship plays in building brand equity. And yet the world of marketing has always struggled to find an acceptable definition of sponsorship. Most definitions lean heavily on the definition ratified by the International Chamber of […]
‘just the guy who ponied up the money’
First published in Defining Sponsorship, Tony Ponturo’s interview was seismic in the powerful way it articulated the change in consumer attitudes – expressed with Tony’s trademark candour. Tony Ponturo is the founder and CEO of Ponturo Management Group, LLC; a consulting, management and investment company in media, sports and entertainment. Previously he was President and […]