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Men’s fashion as your next big sponsorship opportunity

Écrit par Elevent Team - 23/03/2020

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.

Cannabis Sponsorship: learnings from commercializing a new category

Écrit par Francis Dumais - 13/02/2020

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.

Get to know Jay Hébert (Podcast)

Écrit par Elevent Team - 06/12/2019

Jay Hébert Elevent

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.

Campus-wide sponsorship – or the sophistication of centuries-old properties

Écrit par Elevent Team - 01/04/2019

Traditionally, college sponsorship was the domain of college athletic programs – what we call in our industry the university’s “front door” – but, over the past years, this model has been shifting to now encompass the whole academic ecosystem. This new trend is often referred to as campus-wide sponsorship.

5 steps to making sponsorship more impactful

Écrit par Elevent Team - 19/09/2018

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.

Sponsorship measurement: Why the industry is still talking, but not doing much, about it.

Écrit par Francis Dumais - 23/08/2018

Why, more than 20 years after sponsorship became mainstream, are we still talking about “the measurement challenge”?

Three reasons why companies do not measure sponsorship performance

Under Armour Sponsorship: A look at the 2018 SXSW activation and sponsorship strategy

Écrit par Francis Dumais - 29/05/2018

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.

Digital Sponsorship Activation

Écrit par Elevent Team - 08/05/2018

We sat down with Samantha at the 2017 Relevent Conference to discuss content creation and the world of digital marketing.

Samantha Phelan has many passions; from sports storytelling. She has consolidated her passions into becoming a sought-after marketing professional who has worked alongside many of the world's top sports teams. Her key interests include content creation, partnerships, and disruptive strategy.

Project Pabst: A Brilliant Activation

Écrit par Francis Dumais - 01/05/2018

After 15 years of supporting music events, the brand innovated once again, while maintaining their fringe, non-mainstream image, with a non-festival called Project Pabst, which launched in Portland, Oregon in 2014. Matt Slessler, National Brand Ambassador at Pabst Brewing Company, explains the rationale behind that choice: “We were supporting music events, lifting them off the ground just to see a big player steal it with money. We are a pretty unique brand so we are pretty specific on what we like."

Sponsorship Risk Management

Écrit par Elevent Team - 16/04/2018

While we don’t want to overstate this issue, it is a sad realization that both event promoters and brands need to take new security threats into account. Promoters and local police forces have been quick to make adjustments in the wake of recent events. At South by Southwest, where police cars blocked street access near pedestrian areas, and in Europe, where giant (branded) sandbags were set up to prevent vehicles from entering crowded areas.

The Expertise Problem in Sponsorship

Écrit par Francis Dumais - 05/04/2018

Sponsorship is the Swiss knife of marketing communication. Great sponsorship programs usually leverage multiple activation channels, which requires broad knowledge. While communication professionals tend to be experts in one channel, sponsorship experts must think across multiple platforms. And yet sponsorship is seldom taught in school, or only in passing, and a lot of people working in the industry landed there largely by accident and had to learn things on the spot.

Finding your brand space in sponsorship

Écrit par Francis Dumais - 21/03/2018

Just a few years ago, standard, and often rigid, sponsorship structures set most sponsors on the same level. But as brands get better at crafting their own narrative, generic platforms with properties are no longer working to create goodwill. Brands need to find a clear positioning for their sponsorship portfolio as well as within each property.

Sponsorship Trends Updates (2015-2017)

Écrit par Elevent Team - 06/02/2018

For this third edition of our Sponsorship Guidebook, we decided to take a look at our ability to predict trends. Here is an update on our 2015 and 2016 predictions.

Technology changing the revenue landscape

Écrit par Elevent Team - 24/01/2018

Rights holders have built empires selling broadcasting rights, tickets and sponsorships, with some held by private interests driven by a strong vision, like Ecclestone and Formula 1 or the France family and NASCAR. Changes in media are affecting these structures, both in terms of consumption habits and technologies used for display, which challenge the established revenue and sponsorship models.

2018 Sponsorship Trends

Écrit par Francis Dumais - 09/01/2018

Fashions come and go, but there are always some trends that run deep and tend to stick. Here are nine of them (yes, nine and not ten!) from our editorial desk that are influencing our industry, from measurement issues to tech changes to broader advertising trends that affect how we plan and execute sponsorships. Read our Nine Sponsorship Trends for 2018, an excerpt from our latest annual Sponsorship Guidebook.