The History of Sponsorship - Part 2
A common practice among wealthy families to support the arts, sponsorship was also a tool used by affluent citizens to extend their influence in society.
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5 steps to making sponsorship more impactful
Sponsorship partnerships can be a brilliant marketing tool. Nothing else in the marketer’s toolbox can generate such a positive emotional response from customers. It really can be the magic dust that transforms the way customers think and engage with your brand.
Discover the five key steps that, if followed, would make sponsorship partnerships significantly more impactful.
Under Armour Sponsorship: A look at the SXSW activation and sponsorship strategy
What started as a small music festival in Austin, TX in 1987, is now a massive event, conference, festival, trade show and everything in between, with a declared attendance of 432,000 people for 2018.
While Toronto celebrates, snow spoils the party for sponsors
WHITE OUT CONDITIONS AT THE 105TH GREY CUP HINDER SPONSORSHIP VISIBILITY
All eyes may have been on the game Sunday night, but they certainly weren’t seeing all the logos that paying sponsors intended, as an unexpected snowfall covered the field – the most coveted branding real estate for the CFL Grey Cup. According to data analysis run by our SPOT tool that assesses and values on-screen logo and branding visibility, some major sponsors didn’t get what they paid for.
DHL x Formula E: sponsorship case study
Sometimes it pays to make the first move.
Formula E was launched in 2014 as the world’s first electric street racing series, attracting attention from traditional manufacturers like Audi, Renault and Jaguar, as well as curiosity from many former Formula 1 drivers. With the overall aging of motorsports audiences, Formula E provided a fresh opportunity to gain new audiences for the sport as a whole, and as with the launch of any new series, there was tremendous potential for innovation without any red tape, pre-existing agreements or politics.
Ambush marketing (How is it still a thing)
One of the most popular articles on the Elevent sponsorship blog is a piece called “Top 10 sponsorship ambushes.” This always makes us wonder: how is THIS still a thing? Many of the examples in that article are dated, with the most blatant cases of ambush marketing perpetrated by Nike in the 90’s (though they remain the bad boys of sponsorship to this day).
Top Sponsorships - H&M We Love Horses
H&M had the brilliant idea of leveraging a theme to form a bond with a very specific segment of the population. The program they created gave the company the opportunity to interact with the target audience all year long thanks to a shared passion.
TOP sponsor activations at Rio 2016
By David Tokarczyk, Formula 1 Grand Prix du Canada
Rio Olympics at a Glance
Safety was a key concern in my decision to visit Brazil given the constant media reports about the dangers of visiting the country. With the Zika virus spreading, the SC Johnson insect repellent brand Off! took the savvy step of becoming the official insect repellent supplier of the Rio 2016 Olympic Games, a move that reportedly had sales soaring over the same period last year. What is interesting is that SC Johnson is a competitor of Olympic Global Sponsor Procter & Gamble.
Digital sponsorship - Best Practices
By Samantha Phelan, Manager, Sales and Service, St. John's IceCaps.
Two years ago, in the lead-up to the 2014 FIFA World Cup in Brazil, Beats by Dre—a popular headphones brand—took to the internet with a uniquely crafted “Game Before the Game” video featuring famous soccer athletes, Neymar and Sturridge, emulating what their pre-game rituals looked like.
Sponsorship trends: Focus
Trend 4: Focus
Because anything can be sponsored—or almost anything—you’d think that companies would be busy transforming their sponsorship portfolio every time a new trend hit the market. Instead, they tend to focus on their existing partnerships because long-term relationships have a way of paying off.
We are seeing a stabilization of partnerships in the major sponsorship categories, which suggests that brands are adopting a more strategic approach. The average duration of a partnership has also gone up. There is less movement in the marketplace overall, with the exception of brands pulling out during more difficult economic periods.
Formula 1 Sponsorship - Tom Moser: Defying Convention
Relevent15 conference review
By Joey Franco
The terms “pioneer” and “trailblazer” come to mind when describing Tom Moser’s career in the entertainment/sports sponsorship marketing field. Moser, a mastermind marketer for British American Tobacco, including its Canadian subsidiary Imperial Tobacco Company Canada has run the gamut in high profile tobacco sponsorships; from IndyCar racing to jazz festivals and of course, Formula One.
Due to tobacco legislation restricting more traditional forms of advertising and promotion; sponsorships became one of the only communications vehicles for marketers at tobacco companies. “It was actually a benefit in some ways,” says Moser as he describes those transformative years.
Sponsorship trends: Ephemeral content
Trend 2: Ephemeral content
Changes in the media landscape in recent years have been dizzying. Never before has the public exercised so much control over what they hear and see.
Audiences are increasingly moving away from conventional channels, traditionally supported by advertising revenue, and turning to ad-free content they can consume at their leisure.
But people’s behaviour differs according to the type of content. For example, we are seeing a movement that’s bucking the trend in the world of sports, with 95% of content still being consumed live.
Relevent 2015 Conference Guidebook
While this magazine can’t possibly do justice to all of the insight and effervescence that speakers and participants alike brought to the three-day event, we hope it will give you a little taste of the amazing discoveries we shared during this first edition. Hopefully it will also whet your appetite to join us next year for the opportunity to get even better at what you already do so well.
Sponsorship Case Study: O2
A unique platform that delivers
The success of a sponsorship depends on a number of key ingredients that unfortunately don’t always make it into the mix. The best sponsorship programs are the ones that manage to achieve clear, pre-set objectives, are capable of measuring results and have a strategic vision that stays in focus over time.
O2’s sponsorship program, though not new, remains one of my all-time favourite examples of how to get it right. As well as being incredibly well designed, the winning program developed by this Telefonica-owned mobile company became a core driver of the firm’s corporate marketing strategy. In this case study, we take a look at the context, the program, the strategy and the performance metrics behind O2’s outside-the-box approach to sponsorship.
Evaluating Broadcast in Sponsorships: Myths and Preconceptions
For events that are broadcast on television—or are available for streaming on the Web—the sponsorship value for brands has more to do with the viewers seated in front of their screens than it does with the spectators sitting at the venue.
So how is the value of brand exposure in a broadcast measured? While this type of evaluation has been around for years, it is plagued by a number of myths and preconceptions. But developments in broadcasting and broadcast technologies are changing the way it is done. Let’s take a closer look.
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Articles récents
- The History of Sponsorship - Part 2
- 5 steps to making sponsorship more impactful
- Under Armour Sponsorship: A look at the SXSW activation and sponsorship strategy
- While Toronto celebrates, snow spoils the party for sponsors
- DHL x Formula E: sponsorship case study
- Ambush marketing (How is it still a thing)
- Top Sponsorships - H&M We Love Horses
- TOP sponsor activations at Rio 2016
- Digital sponsorship - Best Practices