Know your brand like you know your best friend.

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April 11, 2016

Principals

Leveraging Sponsorship

By the end of this year, US sponsorship spend is expected to increase by 4.3 percent to a merry $20.6 billion. Without question, the sponsorship market is showing no signs of slowing down. And whilst the sports sector remains the biggest slice of the sponsorship pie (worth roughly $13.79 billion), it is far from the only sponsorship recourse. In today’s ever-reimagining marketing realm Brand Directors can pick-n-mix from an expansive buffet of sponsorship deals ranging from entertainment right through to start-ups, cause or art related events and activations. And just like navigating ones way around a buffet, careful strategic decisions are key. Without clear objectives and a foolproof plan you’ll fail to return on investment, max out too soon, crash and burn, and all before you’ve even come close to tackling the dessert bar. Is there anything in this world that is more disappointing?

BMW’s partnership with the US Olympic bobsled team and Skeleton Federation is a shining example of ...

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