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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 strategy? What influences our sense …

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 nicely of a simple psychological …

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 …

Evaluation drives analysis and reflection - which drives improvement

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 …

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 …

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, …

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 once again it’s a question of marrying academic research and theory with the experience …

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 …