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 assets that seem unrelatable, and are not sure as to what to do with them?
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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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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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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We have long been fans of the somewhat cliché idea of 2+2=5. This is what happens when you put together two seemingly similar categories of things and end up with more than the sum of their parts. This strategy becomes available to brands that have assets in multiple different categories, sports, or media types.
Your brand likely falls in that category even if you have to think about things a bit differently. Some partnerships make more sense than others to integrate, like the one we are going to spotlight here, but this concept works across a variety of ways.
Topics: Sponsorship Activation
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Our area of focus in the sports business world might come off 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 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
Read MoreTopics: Sponsorship Activation, Foundations
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.
Topics: Sponsorship Activation
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Topics: Sponsorship Activation
There is a lot you can do when your brand "owns" an entire weekend in sports. Few other platforms allow you to build out a multi-dimensional and dynamic weekend like motorsports can. Our partners at Pennzoil continue to iterate and expand on their entitlement of Las Vegas Motor Speedway, even during the transition out of a pandemic. The shift in 2021 has focused to virtual engagements, tokens of appreciation, and unique points of view over onsite experiences.
Topics: Sponsorship Activation
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