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Blog

Weather Channel Gives Flugtag A Go As Part Of Latest Partnership Blog_lock

 by Staff  |  24 Sep 2013 at 05:43 PM  |  1 Comment

#activation

When the Weather Channel partners up with an event fundamentally dependent on headwind, you might expect a strong performance. You'd be wrong..

Luckily, the sponsorship activation which included an on-site weather reporting unit at Red Bull Flugtag was more successful than the team's performance (not that we would do any better!) and definitely a clever way to extend the Weather Channel brand to a younger audience. Other National Red Bull Flugtag event partners included Hyundai, Outback Steakhouse, Duck Tape (teams make their DIY flying machines with official Red Bull Flugtag Duck Tape!), Walgreens, Mophie, Klean Kanteen, GoPro and Sol Republic.



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This May Give Your Sponsorship Proposal An Inferiority Complex Blog_lock

 by Staff  |  24 Sep 2013 at 09:24 AM  |  0 Comments

#sales

If you're on the receiving end of a Manchester United sponsorship pitch, you might get a lot more than a powerpoint deck. Check out what showed up in the mail recently for one lucky CMO...

There's a reason why the club pulled in $145 million in sponsorship revenue last year and judging from the CMO's reaction on the receiving end of this surprise (the CMO of connectivity company, Belkin), the sales tactic seems to be triggering the intended effect...



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[Sponsorship] Money Can't Buy You... Internet Buzz? Blog_lock

 by Staff  |  23 Sep 2013 at 08:38 AM  |  0 Comments

#measurement

In August, Moda Health signed a naming rights deal with Portland's Rose Garden. The unconfirmed, but reported estimated price tag was $4 million per year. Peanuts by no means, but smaller than other recent naming rights partnerships in bigger markets. The resulting traffic though according to Google was seismic...

Altogether, not that surprising to see a big pop after a major naming rights announcement. However, compare this chart to a couple of other recent deals...

1. MetLife signed a naming rights deal with Meadowlands Stadium in August 2011 with an estimated, but unconfirmed annualized price tag of 17-$20 million per year:

2. Levi's signed a naming rights deal with the San Francisco 49ers in May of this year with an estimated, but unconfirmed annualized price tag ...



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This May Give Your Sponsorship Proposal An Inferiority Complex Blog_lock

 by Staff  |  20 Sep 2013 at 06:13 PM  |  1 Comment

#sales

If you're on the receiving end of a Manchester United sponsorship pitch, you might get a lot more than a powerpoint deck. Check out what showed up in the mail recently for one lucky CMO...

There's a reason why the club pulled in $145 million in sponsorship revenue last year and judging from the CMO's reaction on the receiving end of this surprise (the CMO of connectivity company, Belkin), the sales tactic seems to be triggering the intended effect...



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Ford Pranks Fútbol Fans Blog_lock

 by Staff  |  19 Sep 2013 at 09:07 AM  |  0 Comments

#activation

This summer, Ford, an official UEFA Champions League sponsor, challenged Lisbon to lift the UEFA trophy. Of course, there was a catch...



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10 Questions To Ask To Pre-Qualify An Experiential Interaction Blog_lock

 by Metin Odemis  |  18 Sep 2013 at 10:19 AM  |  4 Comments

#research

Wikipedia defines experiential marketing, sometimes called "engagement marketing," or "event marketing," as a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand.

The importance of events is unquestionably presumed. In addition to brand and media exposure, businesses now have other reasons (and tools) for partnering with an event, including driving sales or building client relationships. This is the same for events seeking sponsors as investors, while maximizing the engagement and entertainment of their common audience for the benefit of all parties.

For the purposes of this post, my references to 'event' or 'events' is relative in both cases of business-to-consumer (B2C) event engagement and business-t...



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NFL Shaking Up Sponsorship Structure Blog_lock

 by Staff  |  17 Sep 2013 at 11:04 AM  |  0 Comments

#strategy

The NFL is splitting its sponsorship and media sales departments, according to a memo received by Bloomberg News. John Brody who spent seven months as the National Football League’s vice president of sponsorship and media sales will vacate the role after a transition period. SBJ reports that Renie Anderson has been promoted to Senior VP/Sponsorship & Partnership Management while the search is on for a Senior VP/Media Sales.



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A Five Step Guide For More Strategic Sponsorships Blog_lock

 by Staff  |  16 Sep 2013 at 08:54 AM  |  0 Comments

#buying

For Janus Kodadek's MBA dissertation, she set out to discover what sponsorship processes drive the most value for leading brands. After research with leading brands, rights holders and agencies, as well as case studies on several best-in-class activations, Kodadek came up with 5 key steps for designing more strategic sponsorships:

Authenticate: Clearly define goals and objectives for the sponsorship, leading with strategic business objectives. Anchor the sponsorship in consumer insight to ensure that the sponsorship platform is relevant and authentic to the target consumer base.
Correlate: A strategic sponsorship platform requires "fit for purpose," that is, congruence between the strategic objectives set forth in the first step and choice of partner. Such "fit" will ensure the re...



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The Great Debate: Does Sponsorship Need A Name Change? Blog_lock

 by Tyler Mazereeuw  |  12 Sep 2013 at 10:55 AM  |  4 Comments

#selling

“Are you calling about a sponsorship?” “Um, no, I’m calling about a corporate partnership… I mean strategic alliance. Sorry, it’s actually an associative marketing opportunity”. “Isn’t that the same thing?”

This has been an ongoing debate in our industry for as long as I can remember. I made a reference to this in one of my recent posts "You Know you work in Sponsorship When" (check it out if you have time), but the bigger question on everyone’s mind is if it’s not “sponsorship” then what is it and what do we call it? Passion Marketing? Alliance Marketing? Partnership Marketing? Associative Marketing? Corporate Partnership? It seems to me that it’s more of an internal industry debate and based on my experience and research for this post, properties seem to be leading the ch...



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5 Tips For Finding The Right Sponsorship Advisor Blog_lock

 by Gail Bower  |  11 Sep 2013 at 08:35 AM  |  2 Comments

#selling

In the last month, I've gotten calls from several individuals or organizations who've gotten bad advice. They've also received disappointing reality checks from me.

One call was from an organization that rapidly needs to change its business model. The advice they got, complete with financial projections, was to create gold, silver, and bronze sponsorship levels.Lots of stress when I shared why that wouldn't be the best approach.

Another has a business model based on sponsorship but not a lot of "there" there. "Everyone" has given the organization feedback that it will work.

But the one that killed me? The 15-year-old entrepreneur who was told that corporations have lots of money to give away. He's developed a popular online destination and had high hopes about his sponsorship...



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