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Godin: Most Sponsorships Are A Screaming Bargain Blog_lock

 by Staff  |  10 Jan 2014 at 10:14 AM  |  0 Comments

#strategy

Best-selling author, Seth Godin, took on the topic of corporate sponsorship this morning in his popular marketing blog. While acknowledging that sponsorship valuation is rarely easy, Godin writes that internal clarity of purpose is the most critical ingredient to sponsorship success. If you're clear about which of these five things you're shooting for, Godin writes that "most sponsorships are a screaming bargain compared to traditional media buys," particularly when trying to reach high-end audiences.

The five goals he outlines are abbreviated below, head over to sethgodin.typepad.com for a more detailed explanation on each.

1. It might be a substitute for advertising.

2. It might be a bragging rights thing.

3. It might be a chance to influence the organization being spon...



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Devils, 76ers Become First To Cash In On Online Poker Blog_lock

 by Staff  |  09 Jan 2014 at 08:50 AM  |  0 Comments

#deals

The Philadelphia 76ers and New Jersey Devils have become the first major U.S.-based professional sports teams to align themselves with online gambling. Both clubs will today formally announce multiyear marketing agreements with partypoker and parent company, Bwin. Bloomberg reports the deal is worth at least $10 million.

Bwin, which has deals throughout Europe, breaks in to the U.S. just as U.S. gaming operators are going online. New Jersey, Nevada and Delaware began offering online casino-style wagering last year.

The move indicates another step forward in a trend to open up the category, as leagues adapt their policy to changing times. While Bloomberg writes that the NFL and MLS prohibit teams from accepting online gaming sponsors, MLB considers such deals on a case-by-case basis.



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Sponsors Will Now Foot The Bill For *Some Of Your Mobile Data Blog_lock

 by Staff  |  07 Jan 2014 at 10:34 AM  |  0 Comments

#trends

We've all gotten used to sponsored Wi-Fi in public places. Paying for it in a mall, park or even a subway now seems almost unthinkable. Could mobile data be next? Yesterday at CES in Las Vegas, AT&T launched Sponsored Data, which looks to take this trend one step further.

The gist behind the new program is that if you're an AT&T consumer, you shouldn't have to pay for data charges associated with promoted content. The sponsor will foot the data bill when you agree to do specific mobile actions like....

- try a new smartphone or tablet app.
- watch movie trailers or play games.
- watch wellness videos from healthcare providers.
- browse mobile shopping sites.
The combination of mobile hungry advertisers and budget conscious consumers makes this a win-win say execs. Among the ...



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Over 50% of Sellers Are Pitching 6 Months Out From Event Blog_lock

 by Staff  |  07 Jan 2014 at 09:55 AM  |  0 Comments

#polls

We put a wrap on our most recent poll and the findings, gathered from 266 responses, revealed that the majority of sponsorship sellers are pitching their opportunity to potential sponsors between 6-12 months before the actual event. The results, of course, may be a little biased from the average sponsorship seller since if you took the step of joining SponsorPitch, you are probably pre-disposed to keeping tabs on your best prospects all year around.

In any case, here's the final tally...

This month's poll deals with sponsorship agency commissions. Take the poll and see the latest results on your dashboard.



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The Ten Biggest Sponsorship Stories of 2013 Blog_lock

 by Staff  |  31 Dec 2013 at 08:57 AM  |  0 Comments

#deals

New Year's Eve is a great time to reflect on the year that was. Here's a few of our hand-picked sponsorship stories that made waves around here over the past 365 days...

Tablets Take The Field
Tablets hold promise for ushering in a whole new generation of tech-savvy sideline activations. Whether the promise of that opportunity was fulfilled in 2013 is largely a matter of opinion, but the building blocks were definitely put in place this past year with several blockbuster nine-figure deals. Starting with MLB's tie-up with T-Mobile through to Microsoft's deal with the NFL and rounding things out with Samsung's league-wide sponsorship with the NBA, this will definitely be a category to keep an eye on in the year ahead.

FC Barcelona - Intel

The tech giant put 'Intel Inside,' quit...



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A Winner Emerges In Auction For IMG Blog_lock

 by Staff  |  18 Dec 2013 at 08:41 AM  |  0 Comments

#agencies

William Morris Endeavor, with an offer of about $2.3 billion, is about to be the new owner of sports and entertainment marketing agency IMG. DealBook reports that the acquisition is scheduled to be announced later today.

In the final round of bidding, William Morris Endeavor beat out former News Corporation executive Peter Chernin and CVC Capital as well as a bid from rival talent agency ICM, working with the Carlyle Group.

The acquisition will bolster WME's presence in sports, likely further pitting the agency against rival Hollywood talent broker CAA, which launched CAA Sports in 2006. Meanwhile, IMG has been busy building its college athletics business which has grown from $0 in 2006 to $483 million in 2013.



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You'll Never Believe How Far This Pro Athlete Went To NOT Show A Shoe Brand Blog_lock

 by Staff  |  17 Dec 2013 at 10:23 AM  |  0 Comments

#negotiation

Milan striker Mario Balotelli, once dubbed the "The Most Interesting Man in the World" by Sports Illustrated lived up to the billing in Monday's tilt with Roma. According to Yahoo! Sports, Balotelli's deal with Nike may soon be coming to an end, which may (emphasis) explain why he would want to cover his shoes with newspaper headlines. Another theory is that the footballer was testing out Puma.

Either way, it's definitely an interesting way to negotiate a new endorsement deal...

C'è talmente tanta crisi al Milan che Balotelli è costretto a giocare con ste scarpe di cartone #MilanRoma pic.twitter.com/Bag5XaKLe3— Fabio Manfreda (@FabioManfreda) December 16, 2013



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Chip Maker Pays $25 Million To Put Logo "Inside" Jersey Blog_lock

 by Staff  |  12 Dec 2013 at 11:07 AM  |  0 Comments

#activation

California-based chip maker, Intel, is taking its 'Intel Inside' advertising campaign to a whole new level with the company's new $25 million sponsorship of FC Barcelona. Defying conventional sponsorship wisdom, Intel will



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Barclays Drops Boris Bikes Blog_lock

 by Staff  |  11 Dec 2013 at 09:03 AM  |  0 Comments

#deals

Barclays will drop its controversial bike-share sponsorship deal with Transport for London (TfL) three years early, paying only half of the £50m sponsorship fee scheduled to run through 2018. Since launching in 2010, Barclays Cycle Hire has loaned out over 26 million of the highly recognizable blue bikes.

"Barclays remains committed to the sponsorship agreement signed in 2010, but the bank and TfL have decided not to take up the option to extend it," TfL's director of commercial development, Graeme Craig said. "Several months ago Barclays began the process of a strategic review of its sponsorship programmes and has now made a commercial decision not to continue the sponsorship."

Barclays has said the decision is part of a wider review of all of its sponsorships deals undertaken di...



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Media Value of BCS Title Sponsorship Pegged at $200 M Blog_lock

 by Staff  |  04 Dec 2013 at 09:00 AM  |  0 Comments

#measurement

That's what Kantar says. The WPP media and marketing measurement firm recently took a look at the value that past BCS title sponsors have received from the big game using ad equivalencies and sponsorship media value, which Kantar says estimates the additional sponsorship value of this exposure by applying weights for things like media source and location. In brown is the media value for each game, while the sponsorship media value is orange.



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