October 2012

‘Spownership’: how brands are owning up to sponsorship 31.10.2012

Following the extraordinary achievement of Felix Baumgartner and the amazing Red Bull Stratos event, this is a good time to consider some of the wider developments in the sponsorship sector: how the boundaries between sponsorship and ownership are starting to blur, and what the effects of this trend might be. It’s a model that I have recently christened as “Spownership.”

In the traditional model, the rights holders for an event or competition sell sponsorship rights to brands, who then activate their sponsorship through a range of activities. The perception of this process is simply one of payment in exchange for a corporate name on shirts or billboards, but as I’ve said before, it works best when customers, clients or the general public get some sort of added value from the partnership.

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