Adding value to the fan is a mantra of sponsorship nowadays. A mantra that emerged in response to sponsors who viewed sponsorship only as an opportunity for brand exposure. But those times, the times of ‘badging’, have largely gone. So …
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.
Adding value to the fan is a mantra of sponsorship nowadays. A mantra that emerged in response to sponsors who viewed sponsorship only as an opportunity for brand exposure. But those times, the times of ‘badging’, have largely gone. So …
This post, Partnership with Purpose, explores the implications for sponsorship and partnership practice in a landscape in which social and environmental action, and business contribution to the Sustainable Development Goals are increasingly important. A bit of historic context We’re so …
The Psychology of Sponsorship #2 So a second post on the theme of the psychology of sponsorship, this time looking at the factors which influence sponsorship engagement, and how we build relationship with an audience. And once again it’s a question …
There’s certainly no shortage of posts out there on the web talking about sponsorship strategy. In fact, in the context of sponsorship, the word strategy is used pretty indiscriminately in general, and even here by HBR, as a sophisticated-sounding way of …
Amazingly, the relationship between Byron Sharp and sponsorship has not had much airtime, despite the fact that How Brands Grow has preoccupied the world of marketing for over a decade now. Despite resistance from the marketing community to the provocative …
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 …
It’s curious that the term sponsorship legacy can either mean a meaningful contribution to the world that outlives a sponsorship – or a sponsorship that’s outlived its purpose. Legacy’s a funny word – both good and bad. A meaningful leave-behind …
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 …
(Especially if you’re in FS) In 2015, we received an amazing brief from a UK High Street bank. It was to find or develop a platform capable of delivering social impact and building community engagement. With reach, relevance and salience. …
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 …
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 …
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 …