Topical content mashed up with our longstanding interests : Olympic Partnership marketing, sponsorship effectiveness, impact and ESG, employee engagement, strategy, analytics and the psychology of sponsorship : sponsorship thought-leadership for the 2020s.
About a month ago, we came across what is truly a straightforward masterclass in B2B sponsorship. The podcast, Renegade Marketers Unite, is highly recommended – energetically hosted by Drew Neisser. The interviewee is Cognizant CMO Gaurav Chand. Gaurav talks fluently, copiously …
So, just to dispense with the pun, this isn’t about netting zero revenue. Net zero for sponsorship is a fairly simple ambition to describe for rightsholders: no sponsors who are major polluters, zero pollution through activation and ideally, positive environmental …
Allen Herschowitz, founder and president of the Green Sports Alliance, was early in identifying the potential of sport to play a leading role in addressing climate change. The ambition conjures up the image of fans across the world adopting more …
Marketing Procurement continues to move beyond cost savings and avoidance, to adding value to internal clients. According to WBR Insights 2018, priority KPIs were improvements in marketing ROI, agency performance, brand consistency and innovation ahead of cost savings. Meanwhile, while …
There’s no substitute for doing sponsorship strategy properly – and our post Eight steps to great sponsorship strategy is about the best online guide there is. But as sponsorship consultants, we know there are a few hacks that take you …
The Psychology of Sponsorship #4 The 4th post in our series on the psychology of sponsorship looks at sponsorship strategy and brand fit – and specifically to answer four questions. What is brand fit? How is congruence relevant to sponsorship …
The Psychology of Sponsorship #3 The third post in our theme of the Psychology of Sponsorship explores how sponsorship narrative can be strengthened by understanding the nature of psychological attribution. Simon Sinek’s ‘Why?’ framing of business purpose reminds us …
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 …
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 …
Here are our five principles of sponsorship evaluation – the product of over 20 years of client work. Businesses offer many weak excuses for not conducting sponsorship evaluation, but perhaps the most annoying is the belief that proper evaluation’s impossible …
Why sponsorship as your marketing strategy? As we wrote in our post Great Sponsorship Strategy in 8 Steps, the first step towards great sponsorship is to define your strategic challenge. But this exercise in itself links to a fundamental question: …
Although our soon-to-be-published survey into the relationship between Procurement Teams and Sponsorship Practice suggests that Procurement is not heavily involved with sponsorship measurement, this post is aimed primarily at marketing procurement. The biggest con in sponsorship evaluation Despite the pandemic, …
