Chalk one up for the media people. Jersey sponsorship broke new ground this week and will be bringing millions of new impressions to a TV, NFL practice field and WNBA arena near you.
First, Manchester United signed a new deal with yet another three-letter insurer that starts with an A - AON - in what is rumored to be a four year deal worth around $100 million. Some have questioned the...Read More
Where else can you get a reply from the NFL within 5 minutes of our below post on jersey sponsorships? Pretty cool stuff. Thanks, Brian.Read More
Right on the heels of the news that bankrupt Vancouver Olympic Committee sponsor, General Motors, plans to honor its sponsorship agreement, more trouble could be on the horizon for yet another VANOC 2010 sponsor.
You'll recall that Nortel, the official network equipm...Read More
Desperate times call for desperate measures. New assets (jerseys) are being sponsored for the very first time and entirely new categories are being created.
In a meeting earlier today, the head of a sponsorship agency told me that he runs his firm by the motto "three good sentences." Why? Once when he was selling his sponsorship opportunity, the head of a buy-side agency told him that in a first sales call -- it's the first three sentences that matter. He went on to say that you can generally express the most important part of your sponsorship o...Read More
Stolen identity is the theme of the week - Lifelock made a splash in the sponsorship world with their WNBA jersey deal this week and now CNBC's Darren Rovell points out that discount retailer T.J. Maxx might have taken their "value" mantra to a whole new level by using a Tiger Woods "lookalike" in a recent ad campaign.
As we've looked at th...Read More
What happens if the CFO slams on the breaks half way through a multi-year contract? There are always outs, but they're complicated so let's assume that is not an option. Does your activation get the axe? The standard line for activation spend is 2-3x investment... sometimes more. How has the current environment changed how marketers are activating and how much they are spending? That's a st...Read More
Sports media has long trumpeted itself as the one form of programming that was Tivo-proof under the theory that sports is a social event that fans want to watch live and won't time-shift. Afterall, if you're "ad k...Read More
"Here's my number one fiduciary rule for big brand marketers: The executives involved in approving a sports or entertainment promotion should not be permitted to attend the event."
Ever feel like you're loaded down with crap when you leave an event? No, literally.
Schwag according to Urban Dictionary is "trinkets that are often used as giveaways (ex. Come down to Taco Hell in Urbania for some free WKRP schwag)." There's quality promotional products and then there's schwag. Together, they account for the Read More