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The Most Activated Event in Sports History? Blog_lock

 by Staff  |  10 Sep 2013 at 09:44 AM  |  2 Comments


Hype is nothing new to boxing press conferences, but really... the most activated event of all time? That's what Mayweather Promotions CEO Leonard Ellerbe had to say about sponsorship for this weekend's Mayweather-Canelo blockbuster in the pre-fight presser...

"When it comes to sponsor activation, this is the most activated event in the history of the sport. Corona, AT&T, O’Reilly Auto Parts, Valvoline, Mexico Tourism Board, Fred Loya Insurance, Nature and Nutrition, and Bacardi Spirits. Tremendous support from our sponsors."

Thoughts.... ? What do you think is the most activated event in sports history?


Apples and Oranges: Sponsorship vs. Traditional Media Blog_lock

 by Tyler Mazereeuw  |  05 Sep 2013 at 09:49 AM  |  4 Comments


I was inspired to write this blog post based on a recent call with an agency. The genesis of the conversation involved the comparison of a fully integrated sponsorship opportunity with a traditional media buy. It went something like this “when we compared the opportunity with a media buy, it wasn’t even close…” I won’t get into detail, but if you’re looking for a certain CPM or GRP, I think it’s time to rethink Sponsorship and what it means.

Next time you’re thinking about Sponsorship vs. traditional media – think about Sponsorship differently. Think about what your consumers are passionate about and how you can join the conversation? Think of Sponsorship as a multi-faceted tool that can not only be leveraged through the Marketplace, Medium and Message, but also to amplify your me...


Sponsorship Levels: Love 'em or Leave 'em? Blog_lock

 by Gail Bower  |  03 Sep 2013 at 11:51 AM  |  2 Comments


Research by IEG over the years shows us that about a decade ago, corporations that work with nonprofit organizations began asking for “benefits” in exchange for their “gifts.” This request effectively conflated philanthropy with the marketing medium known as corporate sponsorship and continues to confuse both nonprofit and corporate leaders.

Nonprofit development officers, on whose shoulders it fell to figure out what their corporate funders were looking for, were stumped. Ultimately, what emerged were the generic “sponsorship levels” that many organizations put forth as corporate sponsorship — today’s Gold, Silver & Bronze packages.

Calling Gold, Silver & Bronze levels "sponsorship" is like someone thinking he's experienced New York because he visited New York-New York in Las Veg...


Survivor: Sports Marketing Intern Survival Guide Blog_lock

 by Tyler Mazereeuw  |  29 Aug 2013 at 10:38 AM  |  0 Comments


Thinking about an internship in sports marketing or reminiscing about your experience from the past – and how it was different back then? Well, times have definitely changed and I can’t think of another industry that has hundreds clamouring for a chance to work in sports marketing (and it’s not just students who are applying these days). In fact, it’s harder than ever to get a great internship – one that will set the stage for a world of opportunity in this highly competitive and sought-after industry. There are more sport marketing programs being offered by universities and colleges than ever before and the number of graduates entering the marketplace looking for internships or entry-level jobs is staggering. The George Brown Sport and Event Marketing post-graduate program has o...


How Big Blue Puts Big Data To Work For Tennis Fans Blog_lock

 by Staff  |  28 Aug 2013 at 08:58 AM  |  0 Comments


Think you know tennis? Maybe, but probably not as well as the U.S. Open's Official Information Technology provider. IBM's SlamTracker Keys to the Match application crunches more data than you can imagine by instantly crawling 41 million data points and eight years of Grand Slam matches to apply predictive analysis to the game of tennis. Feast on this tennis fans...


An Olympic Sized Sponsorship Suggestion Blog_lock

 by David Rachell  |  27 Aug 2013 at 10:40 AM  |  0 Comments


Yes, you are the International Olympic Committee (IOC), and yes, you wield a large amount of power. You hold this power because you’re favored and embraced by billions of people on the planet. You exist, in part, because corporations provide you with funds, through sponsorship dollars – and you allow those companies to activate their relationship with the Olympics and protect their rights to do so. Good for you.

However, the current gay rights issue in Russia will unravel the whole feel good experience if you’re not careful. See, companies need to embrace the LGBT community and not just because there exists a percentage of their business that depends on that community. It’s the wider scope of consumers that have decided it’s not just okay to be gay, but a RIGHT to be so. If you force...


I Could Never Sell Sponsorship... Or Could I? Blog_lock

 by Tyler Mazereeuw  |  27 Aug 2013 at 08:45 AM  |  1 Comment


People ask me all the time why I’m still selling sponsorship. Then they follow-up with a “wow, I could never do what you do”. I ask myself the same question all the time. Then I remember that I love to build creative marketing solutions for brands that can be leveraged across multiple stakeholders and activated through all other forms of media. Oh, and working in sports and entertainment for a living is cool, too. When I ask them if they’ve ever considered coming over (to what my fellow sponsorship sellers and industry colleagues refer humorously to as the “Dark Side”), 90% of the time they reply quickly with an abrupt “no, never, I couldn’t handle the stress or the fear of rejection/failure associated with that role”. I usually respond with a well, have you ever tried? Have you ever...


A Simple Test For Your Sponsorship Ideas Blog_lock

 by Gail Bower  |  26 Aug 2013 at 08:40 AM  |  2 Comments


If you know me, even through my writing or attending a workshop or collaborating on a project, you know that I encourage (sometimes even provoke) people to think big. Corporate sponsorship is one of those marketing vehicles where thinking big is easy and the best way to go.

The problem is most people don't.

Here's a simple tool to help you test your ideas for bigness.

Considering this simple Venn diagram, ask yourself how your ideas work to advance the goals or needs of each stakeholder on this diagram. What's the storyline for each stakeholder? Are your ideas exciting from this stakeholder's vantage?

If your idea isn't over-the-top awesome for each one, head back to the drawing board.

Gail Bower is President of Bower & Co. Consulting LLC, a firm that assist...


Arts Sponsorship Growing, But Lagging Other Sponsorship Genres Blog_lock

 by Staff  |  23 Aug 2013 at 09:12 AM  |  0 Comments


Per sponsorship consultancy, IEG, sponsorship spending on symphony orchestras, performing arts venues and other arts organizations is expected to total $920 million in 2013, up 3.3 percent from 2012.

With the exception of fairs and festivals, the year-over-year growth falls behind most other property genres such as associations and membership organizations (4 percent); causes (4.8 percent); entertainment (5.1 percent) and sports (6 percent), as well as the company's projected 5.5 percent increase for the overall sponsorship industry.

“Arts organizations are benefiting from renewed strength in the financial services sector,” said William Chipps, IEG Sponsorship Report senior editor with Bank of America, JPMorgan Chase and Wells Fargo leading the way.

photo credit


Just Add Super Glue: Sponsorship Activations That Stick Blog_lock

 by Tyler Mazereeuw  |  22 Aug 2013 at 08:24 AM  |  0 Comments


There have been moments throughout my career when I’ve questioned whether or not sponsorship works – do people really notice, care or remember the sponsors – days, months or years later? I notice all the time, but then again, I spend more time watching the sponsors then the game, itself. Think back to the most memorable moments in your life – the memories that are vivid and put a smile on your face. If you’re like most people, there’s probably a sporting or other event (or two) in there somewhere. Maybe it was a hockey game or a local fair or festival you attended. Maybe it’s when you ran in the CIBC Run for the Cure; relished in your hometown winning Kraft Hockeyville; or when you watched your daughter skate on the ice during intermission at a Maple Leafs Game.

It wasn’t ...


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