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Our area of focus in the sports business world might be pretty specific to most, and that's how we like it. We were poking around some broader trends in the sponsorship world and what we found was pretty remarkable. 70% of sponsorship spending is directed at sports.

The next primary bucket of sponsorship investment? 10% on entertainment properties such as the Academy Awards and Grammys. These figures point to the idea that an investment in sponsorship is rich with opportunities for brands to showcase their story authentically.

Topics: Sponsorship Activation, Foundations

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You are in the increasingly familiar position of doing more with less. But what do you do when you step into a new role, have a whole bunch of unrelatable assets, and are unsure what to do with them?

Topics: Sponsorship Activation

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We are operating in a complicated, scrutinized, analyzed and need-to-deliver world. Marketing has jumped to the center of the universe of importance for organizations. For a while, vanity metrics such as "awareness" and "impressions" seemed to cover the bases. But what happens when large-scale attendance at events is impossible or if there are never any opportunities for your branding even to be seen in the traditional sense?

Executives and board members have correctly been asking an insightful question, “impressions are great, but then what?"

Topics: Sponsorship Activation

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Buying a sponsorship and not activating it is like...

Topics: Sponsorship Activation

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What sounds like a simple difference in wording turns out to be the most important distinction in sports business. As digital media continues to command more of our attention and marketing dollars, there have been some important changes to traditional approaches to sports and entertainment. To maximize value for your brand, the key is finding the balance of investment between sponsorship rights and activation programs. 

Topics: Sponsorship Activation

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Sponsorship activation is what you do with what you own. Simple as that.

This can take many forms, but activation is all about bringing your brand to life from things as simple as booth spaces at an event to more sophisticated programs like employee engagement initiatives, virtual engagements, sales contests, once-in-a-lifetime experiences, and customer celebrations.

Topics: Sponsorship Activation

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A few years ago, the great minds at NASCAR and Darlington Raceway created the now hyper-popular “Throwback Weekend” to celebrate the dynamic heritage found in every corner of motorsports. In years past, our clients at Shell have used iconic paint schemes from the past from NASCAR and the other series they are involved to tell a story and participate in a way only they can.

We are in the middle of planning our latest throwback celebration for 2023, and we thought it would be fun to look back on some of our favorite throwback work over the last couple of years.

Topics: Sponsorship Activation

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An effective and sustainable way to activate your motorsports sponsorship and engage with your audience is through a strategic showcar program. No longer are the teams people who transport a car to an event, set up some chairs, and endure the day. We have expanded this more traditional program for our clients by integrating them into a larger marketing mix, now leveraging them as Experiential Marketing & Merchandising Teams (EMTs).

Topics: Sponsorship Activation

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It is refreshing to see brands grow their involvement in a sport from a small promotion all the way to the point where they are owning and operating their own teams and unlocking unique brand building opportunities.

To understand what works exactly right for your brand, we encourage you to start small with your investment, experiment with different activation strategies, analyze results, and continually align investment to where you are seeing the results. This will help prevent expensive and high profile pitfalls that often are seen in sports marketing.

Topics: Sponsorship Activation

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A lot of the work we do revolves some of the world's most well-attended and watched events from the Formula 1 Canadian Grand Prix in Montreal to IndyCar's Indianapolis 500. All eyes are on during the event, and you have heard us chat about what the lead up to an event is like, but what about what happens right after a major event that your brand is sponsoring?

Topics: Sponsorship Activation

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