Hitting the goal: effective activation
Buying sponsorship rights can seem like an end in itself. Simply establishing an association between a brand and major event or a sporting superstar may seem enough to justify the cost of your purchase.
But the real return on investment comes when the sponsorship is activated. This means going beyond naming rights, to real and meaningful engagement with the target audience.
To leverage the full value of sponsorship takes skill, experience and imagination, and works best when the affinity between the brand and the sponsorship property exists at a core level rather than depending on superficial similarities. With careful management, this relationship can be used to enhance the consumers’ experience rather than simply confronting them with images and slogans.
Examples might include carefully constructed competitions, participatory events, and establishing mutual loyalty to a community or fan base.