Inside Sponsorship

Whether you are a brand, or a rights holder, you’ve no doubt been in situations where a sponsorship has gotten off on the right foot, and with all the right intentions, but then one, or both, parties have struggled to bring the sponsorship to life and activate it well. It is easy to see how it can happen; especially if there is no explicit conversation about the additional investment that sponsors need to make towards activation which is over and above the investment of the sponsorship agreement. The big brands have in-house teams that concentrate on sponsorship and so this isn’t usually too much of a problem. However, there are a number of medium and smaller sized businesses, who, combined, have a significant sponsorship presence right around the world, yet may lack the knowledge and resources to activate their sponsorships well. In fact, they can often expect the rights holder to make it all ‘happen’. It is a shame, or even a weakness at times, because everyone wants the sponsorship