Sponsor Speeches: How to Alienate Your Target Market in One Easy Step

I talk all the time about the kinds of benefits sponsors should want from an investment: Benefits that can be shared across the target market; benefits that bring you closer to your target markets, benefits that you can use to add value to your relationship with your target markets. There… Read More


What Time of Year Should I Seek Sponsorship?

I get this question a lot. The expectation is that there will be some magic window where the yesses will be plentiful. The good news is that there is no window – you can solicit sponsorship all year ‘round. The bad news is that there is no such thing as… Read More


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


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… Read More


Is Naming Rights Sponsorship Worth the Money?

I’ve had this question a few times lately. More often than not, it’s a brand manager who asks the question, after a senior executive has indicated interest in a major naming rights. That right there raises a red flag for me, as when the idea for a big naming rights… Read More


How to Make the Most of Athlete or Other Celebrity Appearances

Appearances are a mainstay of sports and athlete sponsorship, and can be a part of almost any sponsorship. But with best practice sponsorship being win-win-win – with the third “win” referring to small, meaningful wins for all or most of a target market – the way appearances should be used is… 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… Read More


Cover Girl? How the Heck did THAT Happen?

A funny thing happened when I got back from overseas a couple of weeks ago. I checked my email and there was one from a journalist I worked with on a story for Successful Meetings. It had a link to the magazine and article online. I clicked it, and there… Read More


Sponsorship Lie #212: “There’s Still Time!”

One of the first things I do every day is check out what’s happening on LinkedIn. It’s such a great resource for advice and networking in our industry. One of the things I found this morning, however, was just a big fat lie. “There is still time to sponsor our… Read More


Sponsorship Measurement: Attributing Sales to Sponsorship

How do we know someone purchased our product or service because of the sponsorship? That’s a good question, but there is unfortunately no easy answer. That said, I’m going to give you all I’ve got. So, here are the strategies I use to attribute sales to sponsorship. Get realistic The… Read More


Non-Profits, Watch Your (Sponsorship) Language!

I see a lot of sponsorship proposals from non-profits and I interact with many in workshops, and as clients. Something that is both counterproductive and alarmingly consistent is the use of seemingly positive terms that are, in fact, big red flags to sponsors. Below, I’ve outlined three of the worst… Read More