sponsorship issues Archives - Power Sponsorship

Should Sponsorship Be an Extension of a Sponsor’s Marketing Plan?

A couple of years ago, it would have never occurred to me to write this blog. Things change, however, and I’ve now been involved in two situations just in the past few months that have caused a lot of strife, and heard about many more. The scenario… A large brand takes up naming rights sponsorship of a major event. Seemingly clueless to the basics of best practice sponsorship, they are under the impression that the sponsorship itself is going to deliver their results. (Even modestly-skilled sponsors know that it’s leverage – what a sponsor does with a sponsorship – that provides the results!) So, with nothing but the most cursory, old-school leverage planned – let’s […] Read More

Four Other Reasons You Might Need a Sponsorship Consultant

The normal role of a sponsorship consultant is to offer expert strategic advice, generally based on a reasonably long history of doing good work for good clients. That’s certainly what I do most of the time. There are, however, other reasons you may want a sponsorship consultant – reasons that are a bit outside the norm, but every bit as strategic. I thought I might run through a few very useful – but somewhat different – ways to use a sponsorship consultant. Delivering bad news Come on, do you really want to be the one to tell the CEO that sponsorship of her pet project is a narcissistic crap-heap? I didn’t think so. Sometimes, everyone but […] Read More

How Do You Sell Sponsorship to an Old-School Sponsor?

There is no question in my mind that the Global Financial Crisis was great for our industry. Note, I said “great”, not “easy”. It was great because it dramatically increased the sophistication level of sponsors, as they had to deal with a new level of accountability. What we are seeing now is that, generally, sponsors are ahead of sponsorship seekers in sophistication. As a result, much of this blog and The Sponsorship Seeker’s Toolkit have been focused on helping those sponsorship seekers to effectively sell and service this new era of sponsors. There are also a lot of sponsorship seekers who “get it” – more every day – and when they come across a potential […] Read More

How Do You Get a Fire-Sale Sponsor to Renew at a Realistic Level?

You shouldn’t have. You know you shouldn’t have. But you did. You sold a sponsorship at way below market value because time was getting short and so was your budget. Most sponsors won’t take up a fire-sale sponsorship. They know that their results come not from the sponsorship itself, but from the leverage they do around it. That takes time, so they don’t invest when they don’t have enough time – no matter how cheap. The sponsors who do take up fire-sale sponsors tend not to be very sophisticated and they expect the property to deliver their results, and can be some of the worst sponzillas around. That’s not the worst outcome of a fire-sale […] Read More

Should You Accept Sponsorship from a Controversial Brand?

Australia has a refugee problem. More to the point, we have a problem with refugees packed onto overcrowded, unseaworthy boats, leaving Indonesia and making for our northernmost island outposts. While nearly all of those people are eventually found to be genuine refugees with a right to settle in Australia, what happens between their dangerous sea journey and that decision is fraught with controversy. And in the past couple of months, it’s become a sponsorship controversy, as well. Our Federal Government has decided that the best course of action is “offshore processing”, so these asylum-seekers are transported to detention centres on the Pacific Island nation of Nauru and Manus Island in Papua New Guinea. Whether this […] Read More

What Should You Do When Your Board Sets Unrealistic Sponsorship Targets?

If you’re a sponsorship seeker, at least one of these will sound familiar: Your organisation is planning an expansion or other costly activity, so your board increases your sponsorship target, or Your government funding is cut, so your board increases your sponsorship target, or Your donations have dropped, so your board increases your sponsorship target, or Your attendance has dropped, so your board increases your sponsorship target, or One of your competitors scores a big sponsorship, so your board increases your sponsorship target We have all been in this position at one time or another, but the current economic situation has everyone under pressure, and when many boards don’t understand how sponsorship works, and that sponsors […] Read More

Sochi Ambush Marketing, Courtesy of the Wrong Olympics and a Brilliant Audi Fan

This has been a very strange Olympics, and in so many ways. The human rights abuses and Olympic hypocrisy around them; the weather; the infrastructure issues; the undrinkable water going viral. I love the Winter Olympics, but this is the most inglorious Winter Games I can remember. That’s before we get to the sponsors, who have varied between getting it wrong and not doing much at all, leaving the door open for any ambush marketers who care to get involved. I’ve already covered the “other ambushers”; those non-sponsors who have done a better job at reflecting world outrage than the sponsors have dared to do (and good on them!). Aside from that, there hasn’t been […] Read More

Olympic Ambush Marketing “Enforcement” Gets Ridiculous Once Again

Down here in Oz, we do pretty well in the Winter Olympics, considering we have comparatively little winter. It’s pretty exciting for us to do well. But, when young alpine skier, Greta Small, did better than expected and her home resort of Mount Hotham did the unthinkable… they congratulated her on Twitter… the Australian Olympic Committee got their undies in a bundle and sent a stern letter to Hotham, demanding they remove that and any other social media mentioning any Olympic athletes. The actual tweet, now removed, can be found below. The AOC is invoking Rule 40 of the Olympic Charter, stating that, “Except as permitted by the IOC Executive Board, no competitor, coach, trainer […] Read More

The Other Ambush: Standing Up for What’s Right when Sponsors Don’t

Normally, when the Olympics roll around, I’m having a field day picking apart sponsorship strategies and, in particular, analysing the ambush marketing activities. Truth be told, ambush marketing gets me a bit giddy, lying as it does at the intersection of strategy and troublemaking. But this time around, the ambushers haven’t come to the party like they have in the past. Hell, the sponsors haven’t even come to the party. I can just see all the usual ambush marketing suspects gloating – not because they’ve done something so clever to gain marketing benefit for their brands, but because they’re the lucky ones with no IOC contracts, so they can stay well away from this debacle. […] Read More

Olympic Sponsor Cowardice is Bad for Business

Sochi 2014 is a debacle. The past week or so has been all about the coverage of unfinished hotels, major infrastructure issues, the killing of Sochi’s stray dogs, and ridiculous inadequacies of some of the Olympic venues. But this was a debacle way before all of the “Where the hell did the $51 billion go?” questions were asked. It’s about human rights and Russia’s apocalyptic decision that only heterosexual people have them. This isn’t the forum to debate whether Russia’s LGBT laws constitute a human rights violation – and I honestly can’t see where there’s anything to debate – but there are sponsors involved, and that I’m happy to address. Sponsors didn’t ask for this […] Read More