Category Archives: Blog

It’s all about the fit…

Something interesting catches my eye every morning when I read through my industry “sponsorship” searches. Sometimes it’s two firms announcing a partnership that makes perfect sense, like Cellular One providing funding for prizing every month for kids who have a perfect … Continue reading

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Nike and the Minefield

For all of the in-depth, emotional benefits that sponsorship can provide to a brand, there are always landmines along the path to success. The risks to the brand, the campaign and the partnership can be small and mitigated quickly sometimes, … Continue reading

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Sponsorship Challenge – Partner or Build

Increasingly, there are signs that large asset owners and large charities are deciding to build their own solutions instead of partnering with an existing sponsor or event. Charities, living in an environment where every dollar is pursued aggressively by multiple … Continue reading

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Endurance Events and the Flow of Sponsor Interest – Building the New Emotional Experience

Attention spans can be fleeting. Human nature often pushes us to look for new and exciting things, even while we continue to nurture existing interests and habits. From time to time, exciting new activities either outright replace existing events or … Continue reading

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