Inside Sponsorship

The sponsorship industry can be guilty, sometimes, of just rolling out the same old properties activated in the same old ways. We all cringe at the thought of logo slapping and chairman's choice sponsorships, yet it still happens. Innovation is what can give a sponsorship a competitive advantage. Whether that is better awareness and positioning for brands versus their competitors, access to target audiences, better ROI/ROO, or whether it is just a stronger overall relationship. In the end, innovative sponsorships become a very attractive commodity. Of course, creativity is synonymous with innovation and while many people working in sponsorship are good at their jobs, they don't often describe themselves as ‘creative’. So, if we know innovation drives better outcomes, and we need to be creative to be innovative, how do we help ensure that happens on a consistent basis in our sponsorships? It's a question for all three sides: rights holders, brands, and agencies. To help answer that question, one of Australia's