Sponsorship budgets are under pressure and are often the first to go. Why? Upper management perceives sponsorship budgets as a long-term branding investment rather than a promotional spend that can render results in a shorter time frame. That perception is not totally incorrect, but it is incomplete and short-sighted.
Whether you are profiling your audience for the first time or updating it, this research tool will allow you to better understand the people you are reaching, their interests, demographics and consumption habits, so you can be well prepared to re-engage and target sponsors!
Wimbledon is one of the most famous events in the world—and not only for the displays of athleticism on the courts. The tennis tournament is also known for its chic style, respect for tradition and a conservative approach to politics that harken back to another era.
Sponsorship professionals spend a significant amount of time examining how we, as an industry, are succeeding or falling short in our constant efforts to improve. But we must also not lose sight of the external forces that can either propel or impede our efforts.
Drafting a new sponsorship strategy is hard work. It’s usually done in response to a crisis in an organization. Whatever the circumstances, drafting up a new sponsorship strategy often requires making meaning out of a mess.
The entertainment industry has been deeply affected by the disruptions cause by the global COVID-19 pandemic, and its repercussions will continue to be felt in the short to medium term.
Within this context, how can partners agree on the best course of action to minimize the negative consequences of this global crisis?
A growing number of brands are promoting themselves as leaders of positive social change and positioning themselves as beacons in a storm. They participate in social debates and have had the courage to take controversial positions even if it has meant alienating some their customer base.
While men are often applauded for looking “handsome” or “well-dressed”, fashion has typically been considered too frivolous or eccentric to be a truly masculine interest. Twenty years ago, the idea that a famous designer or clothing brand could play as big a role in the life of a sports team or popular musician would have seemed absurd. And yet, among the younger generations of men today—both Millennials and Gen Z—this is exactly what is happening.
Recreational cannabis manufacturers had a unique opportunity to make their brands known before cannabis restrictions were put in place following legalization during the summer of 2018. Some brands used sponsorship, associations with celebrities, experiential marketing, event licensing, and derivative products to build awareness among potential audiences.
Montreal consulting firm The PNR recently interviewed Jay Hébert, Elevent's CEO, to talk about marketing, the future of sponsorship and the challenges of building a new kind of agency. We thank Nectarios and The PNR for this opportunity.
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