Other recent blogposts

‘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.

A glorious summer of value? 10.09.2012

The final day of the Paralympic Games saw the curtain fall on an extraordinary summer of sport in Europe, from Euro 2012 in Poland and Ukraine, to an amazing Tour de France and on to a stunning Olympic and Paralympic Games. As the Paralympic flame was passed on it started me thinking about which sponsorship assets provided the most value in terms of visibility. Let’s take a look at the evidence.

Sky has spent around 15m Euros a year sponsoring their UCI pro tour cycling team, an amount that doesn’t include activation. To be a main sponsor of the Euro 2012 competition in Poland and Ukraine cost around 30m Euros, increasing to 50m with the media package, but this covered the entire four-year competition cycle. Likewise, the 70m to 80m Euros cost of being an IOC top programme sponsor covers four years (winter and summer games).

Summer festivals: activation takes centre stage 27.07.2012

With a 139,000 unique visitors, Rock Werchter is one of the biggest festivals in Europe . At this year’s festival, KBC Bank set up a ‘grasshopper’ rodeo, promising to plant a tree for everyone that rode it: an original idea with an appealing ‘green’ edge. Telecoms company Proximus chose free phone-charging – a bit predictable but guaranteed to go down well at a weekend event. But probably the best activation of all was the offer of free toothpaste and washing facilities from recruitment specialist Randstad: a practical idea providing obvious value to one of the company’s key audiences.


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