What did it take to win gold in Sochi; find the mental strength to sink a 20 foot putt on the 18th at Augusta to win the Masters; or contribute to one of only four teams to battle through immense pressure, at such a young age, to reach the Final Four during March Madness? I’ve had the good fortune of
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Thinking about an internship in sports marketing or reminiscing about your experience from the past – and how it was different back then? Well, times have definitely changed and I can’t think of another industry that has hundreds clamouring for a chance to work in sports marketing (and it’s not just students who are applying these days). In fact, it’s
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There have been moments throughout my career when I’ve questioned whether or not sponsorship works – do people really notice, care or remember the sponsors – days, months or years later? I notice all the time, but then again, I spend more time watching the sponsors then the game, itself. Think back to the most memorable moments in your life
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Last year I decided to plant a “sponsor tree”. It’s a great tree – one that I picked up at a local nursery. If you have kids or can remember the classic: The Giving Tree (by Shel Silverstein), this a tree that keeps on giving. You wouldn’t believe it until you saw it, but it grows new sponsors every
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“Are you calling about a sponsorship?” “Um, no, I’m calling about a corporate partnership… I mean strategic alliance. Sorry, it’s actually an associative marketing opportunity”. “Isn’t that the same thing?” This has been an ongoing debate in our industry for as long as I can remember. I made a reference to this in one of my recent posts “You Know
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People ask me all the time why I’m still selling sponsorship. Then they follow-up with a “wow, I could never do what you do”. I ask myself the same question all the time. Then I remember that I love to build creative marketing solutions for brands that can be leveraged across multiple stakeholders and activated through all other forms of
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Before you dive in to this third and final installment of the Sponsorship Tango, be sure to check out Sponsorship Tango Part 1 (Top 10 things that frustrate me as seller) & Sponsorship Tango Part 2 (Top 10 things that frustrate me as buyer) for context. Here are the five dance steps that will help you maximize your sponsorship discussions.
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I was inspired to write this blog post based on a recent call with an agency. The genesis of the conversation involved the comparison of a fully integrated sponsorship opportunity with a traditional media buy. It went something like this “when we compared the opportunity with a media buy, it wasn’t even close…” I won’t get into detail, but
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1. You have too many creative ways to say “sponsorship” 2. Your kids’ names are grassroots and experiential 3. You use terms like IP, property, leverage and activation all the time 4. Intangible somehow becomes tangible in your mind 5. You have an encyclopedia of adjectives to describe your property 6. You’re sick and tired of people asking for
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Following up on my last post – Sponsorship Tango Part 1: Top 10 Things that Frustrate me as a Sponsorship Seller, I wanted to share the candid feedback from the other side of the table. Spending most of my career on the property side of the business, although my first job was a sponsorship consultant at RBC Royal Bank
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Working in the sponsorship marketing industry for over a decade, you develop great relationships with amazing people – a lot of them who become close friends on the brand, property and agency side- friends who aren’t afraid to hold back their frustrations when it comes to the process of buying and selling sponsorship. Based on a number of those candid
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