sponsorship issues Archives - Power Sponsorship

8 Toxic Traits a Corporate Sponsorship Manager Shouldn’t Have

Last year, I wrote a blog entitled, “8 Traits of a Great Corporate Sponsorship Manager”. I think that gives a good rundown on the type of sponsorship or brand manager you should want running your sponsorship portfolio. But, there is another side to this: The traits you don’t want in a corporate sponsorship manager, or in a brand manager who is managing sponsorship. Some of these could be fixable, while others are more intrinsic. In either case, if a sponsorship or brand manager has them, your sponsorship portfolio is destined to underperform , and the more of these toxic traits your manager has, the worse your results will be. Empire-builder Sponsorship is a sexy portfolio […] Read More

New Videos: Answers to the 20 Sponsorship Questions I Get the Most

Raising the bar for this industry has been one of my biggest goals since I started in this industry decades ago. Between the blogs, books, and speaking engagements, I offer a lot of advice, and really love doing it. This also means that I field a ton of industry questions. (If you want to see what my inbox looks like in a given week, check out this blog!) In the videos below, I’m addressing the twenty questions I get most often. Some are big, overarching questions about sponsorship. Others are tricky little buggers that stymie even seasoned veterans. I’ve broken these down into two parts. The first is primarily for sponsorship seekers, and the second is […] Read More

8 Traits of a Great Corporate Sponsorship Manager

I’m often asked by clients to assist in writing the job description for hiring and managing sponsorship staff. What I come up with is invariably different than they thought it would be, with less emphasis on experience and more on their intrinsic traits. Let’s face it, corporate sponsorship is an unusual job, and if you’re thinking of hiring or promoting someone into a sponsorship role, you’re going to want someone with a somewhat unusual set of traits. Creating some kind of checklist that requires a certain level or type of university degree, X years of “relevant experience”, and so forth doesn’t actually tell you anything about their ability to do a good job at sponsorship […] Read More

6 Ways Sponsors Can Be Jerks, Without Even Knowing

This blog is for all the sponsors out there. And no, I don’t think you’re a bunch of jerks. Not at all. But there are some things that a lot sponsors do that unintentionally cause more strife for sponsorship seekers than is really necessary. Below is a list, as well as some suggestions for how you can achieve your own goals efficiently while keeping your sponsorship karma intact. Beating around the bush I know you don’t want to disappoint people, but it really isn’t helping a sponsee if you’re indirect. Don’t imply there’s a glimmer of hope, if there’s not. If the answer is “no”, just say “No”. Don’t tell a prospective sponsee that all of […] Read More

FIFA, the NFL, and the Strategic Benefit of Sponsor Activism

FIFA corruption allegations have been around for literally decades, and with good reason. At this point, I’m not even sure I need to call them “allegations” anymore, as anyone, anywhere, with a modicum of sense would concur that FIFA is full of self-involved, greedy, scumbags, and Sepp Blatter is the worst of the lot. But this blog isn’t about whether FIFA is corrupt, or even what needs to happen now to fix it. This is a blog about the sponsors’ role in affecting change in an ethical crisis, and how the way sponsors decide to handle that role will either benefit or harm their brand. Note, I said “benefit or harm”. When it comes to […] Read More

What is the Real Job of a Professional Sportsperson?

I’ve spent a lot of the past couple of years yelling at ESPN… and Fox Sports… and Deadspin. As a sponsorship consultant, I try to stay across at least the bigger stories in global sports, but the continuous flow of player scandals has made that the bloody most depressing part of my job. Across sports and around the world, the arrests and drugs and cheating and domestic violence seems to be reaching ridiculous proportions. The National Rugby League, here in Australia, seems to reel from one instance of player bad behaviour to another. And don’t get me started on the NFL, which seems to have absolutely no interest in doing anything meaningful to rub out […] Read More

Why Using Sponsorship for Data Acquisition is a Bad Idea

Sponsors around the world are becoming preoccupied with data acquisition – to the point where it is a primary goal of many sponsorship strategies.  This is a big mistake. I’m not saying data acquisition is a bad thing – far from it. Adding to and rounding out your databases is clearly raising the usefulness and value of a major marketing tool. But making it a focal point of a sponsorship program has some major flaws that could damage, not enhance, your results. It pushes the “cynic” button Best practice sponsorship is all about providing small, meaningful wins to lots of people – lots of “fans” of whatever you’re sponsoring. (For more on best practice, read […] Read More

The One Critical Skill Most Sponsorship Professionals Lack

Sponsorship isn’t easy. It’s complex and sophisticated and it requires many very specific skills to do it well. But there is one skill that I have found to be the most consistently lacking across sponsorship professionals on both sides of the equation: They have forgotten what it’s like to be a fan. They haven’t forgotten about the fans. Not at all. Sponsors want to connect with them and influence them. Sponsorship seekers know their fanbase is their most valuable asset. But valuing the fans as customers or commodities is not the same as understanding and valuing the fan experience. Forgetting what it’s like to be a fan is epidemic in our industry. We can’t go to […] Read More

7 Lies Media Tell about Sponsorship

Media is a tough business, and it’s getting tougher every day. With declining revenues and, in so many cases, staff reductions, fewer people are expected to do a good job covering more subjects and more stories. Books and blogs about getting media coverage are always telling marketers to take advantage of their overwork and provide stories that journalists can simply cut-and-paste, making their job easy and making it more likely that the angle you want covered will, in fact, be the angle taken. The problem with all of that is that sponsorship is a sophisticated, nuanced media, and has advanced well beyond being able to encapsulate its impact in some neat, headline-friendly number. It’s about passions, […] Read More

How to Respond to Sponsorship Spam

OMG, I get a lot of sponsorship spam. I bet I average a dozen or more spamsorship emails a day, and they all say virtually the same thing: Greetings! (No name, because that would mean they’d have to do some actual work.) We need money for blah-di-blah (usually with a side order of either sizzle or neediness) Date by which we need the money (which is invariably within a month or two) We can put your brand here and here and here (never actually naming your brand) Please give us the money Gmail address (because having a domain – and the associated professionalism – would take $7 and five minutes) And if they’re getting really fancy, they […] Read More