sponsorship issues Archives - Power Sponsorship

The Rightsholders’ Guide to Sponsorship in a Pandemic

Back in January 2020 – three months ago, but feels like a year – I wrote “Recession-Proofing Your Sponsorship Program: A Rightsholder’s Guide“. I wrote it because we were overdue for a recession, some indicators were starting to look shaky, and predictions were that we could be in recession by the end of 2020. But holy crap, people… this virus is something else entirely. We are surely going to suffer a serious economic downturn, and my recession advice still holds. But right now, rightsholders need to get through a pandemic that has seen most events and seasons cancelled – or at least postponed indefinitely. And that last word is the kicker: “Indefinitely”. While we’re doing […] Read More

Should a Sponsor Exit if an Event is Cancelled?

“Social distance.” As COVID-19 takes hold around the world, this is our lives now. To mitigate the virus’ spread, we’re being instructed to stay home, to stop mingling, and if we need to go out for something essential, to stay two metres away from each other. People are telecommuting, trains are empty, and aside from people fighting over toilet paper, a lot of stores are, too. Schools and churches have gone virtual. And in much of the world, we couldn’t travel if we wanted to. Australians, like me, are prohibited from leaving the country, our borders are closed to international visitors, and Aussies coming home face a mandatory, 14-day self-isolation. But some of the most […] Read More

Recession-Proofing Your Sponsorship Program: A Rightsholder’s Guide

We’ve all seen the news reports about the increase in recession warning signs. Economies are slowing down. Some countries and business sectors are already in, or on the brink of, recession. At best, global economic indicators are mixed. It’s also been ten years since the end of the Global Financial Crisis (AKA, the Great Recession). This, in and of itself, concerns some economists, as historically, this makes us “due” for a recession. And with ample coverage in both financial and main media about the potential for a recession in the near term, it’s clear that experts are on alert. Maybe all of this is wrong, and we’ll sail through another few years with a reasonably […] Read More

Sponsorship vs Partnership: Will This Argument Ever End?

Air New Zealand recently posted an amazing video, featuring their staff welcoming the All Blacks home from the Rugby World Cup with a haka. It was spine-tingling, and I shared it on LinkedIn myself, as an example of the passion and authenticity that Air NZ brings to all of their sponsorships. One of the commenters on the post chastised me, because they said that Air New Zealand would surely look at this as a partnership, not a sponsorship. I could only think one thing: Here we go again. So with that, here’s the case for “sponsorship”, why I’m not shifting on that term, and why I don’t think you or our industry should, either. Evolution […] Read More

How to Spot a Sponsorship Broker Scam (and One Broker You Should Avoid)

Really good sponsorship brokers are rare. They have extensive connections, strong skills, and a good work ethic. They’ll represent your property well, deal with you professionally, and will be worth every penny they cost. Unfortunately, unscrupulous broker scams appear to be on the rise, and it’s causing immense damage to the organisations that fall for their wiles. You think the broker has contacted you because they believe you could raise more sponsorship than you currently have, and they can use their connections, skills, and reputation to secure it and take a cut. But that’s not the business model most scammers actually have. No, scam brokers make big promises, but they don’t secure any sponsorship. They […] Read More

Does Sponsorship Affect Share Price?

A few years back, I read an article entitled, “The Impact of Sponsorship on Share Price Brand Value”. The main assertion is that companies that sponsor have better performing share prices than companies that don’t. While that was the first time I’d seen anyone make that contention in any serious way, I continue to hear it from conference speakers, and in articles and blogs, to this day. On one hand, I can believe that there is a correlation. On the other, I think implying causation could be a long bow to draw. Sponsorship, and in particular modern, strategic sponsorship, is a powerful marketing tool. Is the correlation in share price performance simply because better, more […] 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. Objectivity Companies can often be insular places, and sometimes, you just need an outside viewpoint. A good example of this is when doing a sponsorship audit. Without objectivity, your portfolio audit may concentrate […] Read More

Ambush Marketing has Never Been Easier… or More Pointless

I was recently discussing sponsorship with a brand manager, when she said that she didn’t understand why brands would bother with sponsorship anymore, when they can use microtargeting to get their messages to the same people without sponsorship. She contended that unless a brand was using the sponsorship to secure vending rights, or some other direct sales benefit, that they should just use social media to ambush. At that point, I was wondering if marketing was really her calling, as she was demonstrating an alarming lack of understanding of how marketing, sponsorship, or you know… people actually work. New tech, old thinking Twenty-odd years ago, the internet was exploding, and brands were shouting from the […] Read More

Sponsorship, Data, and Maximising Brand Returns (Infographic)

With the huge, new focus on developing giant data sets – for analytics, for micro-targeting – some sponsors have lost their way on sponsorship, shifting the focus from people and passion to data acquisition. Here’s my take on how the two focal points for sponsorship use data, the pros, cons, and how they impact on brand results.     Need more assistance? For all you need to know about best practice sponsorship selection, leverage, measurement, management, and more, you may want to get a copy of The Corporate Sponsorship Toolkit. If you need additional assistance with your sponsorship portfolio, I offer sponsorship consulting, sponsorship training, and strategy sessions. Please drop me a line to discuss. Kim Skildum-Reid admin@powersponsorship.com […] Read More

What Should a Sponsor Do If a Rightsholder Doesn’t Deliver Contracted Benefits?

I recently worked with a sponsor that had a major sponsorship with a professional sporting body, but when the rightsholder failed to deliver many of the biggest benefits – the benefits the sponsorship was bought and sold on – the whole thing fell in a heap. Most of us who have been in the industry for some time have had to deal with at least a few rightsholders that really don’t hold up their end of the bargain. These range from minor annoyances to catastrophic, if core elements of the contracted benefits aren’t delivered. In this blog, I’m going to offer some options for dealing with these situations, as well as some advice for avoiding […] Read More