Why “Proud Sponsor Of” is the Most Worthless Phrase in Sponsorship

Oh, how I hate those words. In fact, I’m going to go out on a limb and say that those three words can be among the most telling in sponsorship. You don’t see the great sponsors saying “Proud sponsor of”. They aren’t doing social posts or running ads in programs… Read More


How to Manage (or Get Rid of) a Senior Executive’s Pet Sponsorship

In many ways, the Global Financial Crisis of 07-08 was one of the best things that ever happened to the sponsorship industry. As the level of sponsor accountability rose at an astronomic rate, the level of sophistication required rose right along with it. For many companies, it also saw the… Read More


Dear Fans, Companies Think You’re Stupid

There is a “Coke ad” that did the rounds a few years ago Facebook and Twitter. It’s a collaboration between a few people, including mystery artist, Banksy. The language is rude, but if you can handle the f-word, you should stop and take a look at that “ad” now. If this… Read More


The State of Sponsorship: One Week in My Inbox

I don’t know how many of you write blogs and/or make your direct email address available to the masses. I do both, and there is something about the combination of providing a lot of readily available advice and being readily available myself that makes me a magnet for emails from… Read More


Is It a Good Idea to Sponsor Something Historic?

We’ve all heard about historic stadiums selling naming rights and the ensuing howls of derision. Naming rights sponsorship to the much-loved Candlestick Park was sold to 3Com, then Monster Cable, before voters in San Francisco voted in 2004 that when the Monster deal ended in 2008, it would revert to… Read More


How to Shift a Sponsor’s Mindset on Measurement

I recently referenced a major Australian sporting organisation in an opinion piece in The Australian newspaper. My comments were about how they were promoting their recent hire of a company that “measures sponsorship 24/7” – basically using software to register logo exposure and put a value on it. My opinion… Read More