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Tag Archives: Sponsorship

What do the Top 20% of Sponsorship Sales Execs do differently? (2 minute read)

Posted on September 26, 2017 by Tyler Mazereeuw Leave a comment

After 18 years of experience working with a number of organizations and several top sponsorship sales executives, I’ve narrowed it down to a pretty simple matrix that articulates what the top 20% do differently. The best sponsorship development executives focus on creating relevant stories that resonate with brands. Sure, it’s easy to sell the obvious…warm, cozy, low-risk assets that are simple to quantify

Selling Sponsorship in less than 850 words (2 minute read)

Posted on September 21, 2017 by Tyler Mazereeuw Leave a comment

Last time I checked, there wasn’t a manual for selling sponsorship; and how could there be when every sponsorship by its very nature is fundamentally different. Based on my experience, the best sponsorship development executives use a balance of creativity combined with the persistence, patience and relationship building skills that you would find in a traditional sales person. Most of these executives

Off the Field and into the Boardroom- What I’ve Learned from Pro Athletes

Posted on March 25, 2014 by Tyler Mazereeuw One comment

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

Mazereeuw’s Guide to Selling More Sponsorship in 2015 – Part 1/2

Posted on January 31, 2014 by Tyler Mazereeuw 8 comments

Through my experience, feedback and hard knocks, I’ve learned a few things about Sponsorship Sales and know first-hand the ups –and downs of selling. This post is dedicated to those on the business development side of the sponsorship marketing landscape. For the experienced pros, you can probably relate. For those who are new or thinking of joining the ranks, this

Art of Sponsorship Sales

Just add Super Glue: Sponsorship Activations that Stick

Posted on August 14, 2013 by Tyler Mazereeuw Leave a comment

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

Insights

The Great Debate: Does “Sponsorship” need a new Name?

Posted on July 31, 2013 by Tyler Mazereeuw Leave a comment

“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

Insights

I could never sell sponsorship…or could I?

Posted on July 23, 2013 by Tyler Mazereeuw 7 comments

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

Sponsorship Tango Part 3: Dance Steps

Posted on July 9, 2013 by Tyler Mazereeuw 2 comments

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.

Apples and Oranges – sponsorship vs. traditional media

Posted on July 2, 2013 by Tyler Mazereeuw 4 comments

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

Want to work in Sports/Sponsorship Marketing…but don’t know where to start?

Posted on June 21, 2013 by Tyler Mazereeuw 7 comments

I recently had coffee with someone I met at the Western Sponsorship Conference, last year. He was very eager and interested to learn more about the Sponsorship and Sports Marketing industry. He didn’t have any relevant industry experience, however, he had intuition and more importantly, wasn’t afraid to ask for some guidance. When he first became interested in

Sponsorship Tango Part 2: Top 10 Things that Frustrate me as a Sponsorship Buyer

Posted on June 19, 2013 by Tyler Mazereeuw One comment

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

Sponsorship Tango Part 1: Top 10 Things that Frustrate me as a Sponsorship Seller

Posted on June 19, 2013 by Tyler Mazereeuw One comment

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