Activation
Implementing a sponsorship agreement through marketing and promotional strategies to achieve the sponsor's objectives.
Reference
A working reference for the language of the deal — drawn from forty years of sponsorship practice and curated for the property owners, marketers, and partners building the next generation of partnerships.
Implementing a sponsorship agreement through marketing and promotional strategies to achieve the sponsor's objectives.
A strategy where a brand tries to associate itself with an event without paying sponsorship fees.
The process of evaluating data to measure the success of a sponsorship.
Tangible and intangible resources offered by a sponsorship property to a sponsor.
The interaction between the audience and the sponsorship activation.
Sponsorship aimed at businesses rather than individual consumers.
Sponsorship aimed at individual consumers rather than businesses.
The specific rights and privileges offered to a sponsor.
Using a sponsor’s logo and identity on event materials to enhance brand recognition.
The rights to distribute event content through media channels, often sold as part of sponsorship deals.
Sponsorship is linked to social causes to enhance corporate image and positively impact society.
The right of a sponsor to be the only company within its product or service category associated with the event.
The overcrowding of sponsor messages at an event can dilute the effectiveness of a sponsorship.
Joint sponsorship by two brands of a single event or property.
The rights to commercially exploit an event, including advertising, sponsorship, and merchandising.
Direct engagement with consumers through activities and experiences during sponsorship events.
Using content to support sponsorship objectives, such as blogs, videos, and social media posts.
The formal agreement between the sponsor and the property outlining the terms of the sponsorship.
Entertainment and hospitality services provided to guests at sponsorship events.
Mutual promotion by the sponsor and the event to enhance both reach.
Business practices involving initiatives that benefit society, often integrated with sponsorships.
Statistical data about audience characteristics is essential for targeting sponsorships.
The rights to distribute and market content through digital and social media platforms.
Personalized marketing communications aimed at driving engagement from specific audience segments.
Funds spent by consumers beyond their necessary living expenses, relevant for assessing sponsorship impact.
The emotional connection sponsorship seeks to establish between the brand and the consumer.
Public approval or support of a product by a respected figure or organization, often part of sponsorship deals.
A metric measuring audience interaction with sponsorship-related content.
The value a brand contributes to or gains from a sponsorship.
The process of assessing a sponsorship's effectiveness and return on investment (ROI).
Rights granted to a sponsor to be the only company from a particular sector involved in the event.
Marketing strategies that involve creating immersive consumer experiences.
The amount of visibility a sponsor receives as part of their sponsorship package.
The delivery of the benefits and rights agreed upon in the sponsorship contract.
Delivering content or advertisements to a specific geographic location.
Marketing activities that target the community level are often used in local sponsorships.
Unconventional marketing intended to get maximum results from minimal resources.
Services provided to enhance comfort and enjoyment at an event, often part of sponsorship benefits.
Measurements used to assess the impact of sponsorship activities.
The number of times sponsorship-related content is seen by the audience.
Sponsorship provided in the form of products or services instead of money.
Additional benefits used to enhance a sponsorship offer.
Using influential people to promote the event or brand.
A strategy that combines several marketing disciplines (e.g., advertising, public relations) that work together to promote a sponsorship.
Legal rights concerning the creations of the mind, such as logos used in sponsorships.
All the assets and opportunities a property can offer to sponsors.
The sponsor and the property undertake marketing efforts collaboratively.
A measurable value demonstrating how effectively a company achieves key business objectives.
The initiation of consumer interest or inquiry into products or services through sponsorship.
Using sponsorship to maximize other business opportunities.
Granting permission to use copyrighted or trademarked material in exchange for a fee.
The strategic positioning of the sponsor’s logo on event materials and venues.
The extent to which customers recognize and use a product in a particular market.
The reporting of an event by various media outlets, often influenced by sponsorship.
The rights to broadcast, record, or photograph an event for media purposes.
The production and sale of goods bearing the names or logos of the sponsoring parties.
Quantitative measures used to evaluate the success of a sponsorship.
A campaign that spans several different media platforms.
The right to name a property or event, typically in exchange for significant sponsorship funding.
Focusing marketing efforts on a specific audience segment.
A specific result that a business aims to achieve within a time frame through its sponsorship.
A designation that indicates a primary relationship between a sponsor and an event or organization.
Engagement activities conducted at the event location.
Efforts to connect with potential audience members or participants, often through community involvement.
A collaborative arrangement between two or more entities to work toward common objectives, often seen in sponsorships.
Rights allowing a sponsor to extend benefits to other partners or customers.
A visual method used to compare the perceptions of different properties or sponsors.
Metrics used to assess the success or impact of a sponsorship.
The base from which all marketing activities are built, often relating to the central theme or strategy of the sponsorship.
How a brand is perceived in the context of the market and comparison to competitors.
The evaluation of a sponsorship's success and identifying areas for improvement after an event has concluded.
Short promotional video clips shown before the main video content, often used in digital sponsorships.
Gifts offered as part of a sponsorship package, like merchandise or tickets.
Including a sponsor’s product in non-commercial settings, such as movies or television shows.
Using an event or team’s logos and marks in promotions.
The entities (events, teams, venues, etc.) that seek sponsorships.
A document outlining how sponsorship will work, including strategies, objectives, and costs.
The total number of people exposed to a sponsorship message.
Mutual exchange of privileges or benefits in a sponsorship relationship.
Extending a sponsorship agreement beyond its original term.
Documenting the outcomes and effectiveness of a sponsorship.
A measurement of the profitability of an investment, such as a sponsorship, relative to its cost.
The cost paid by the sponsor to the property for the rights and benefits associated with the sponsorship.
The method used to determine the financial return of a sponsorship investment.
Activities that temporarily boost product sales, often supported by sponsorships.
Distributing product samples to an audience is a common technique in event sponsorships.
Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors.
Data used to measure the effectiveness of social media activities related to sponsorships.
The entity that provides financial support to a property in exchange for marketing benefits.
The contract that outlines the terms and conditions of the sponsorship.
The payment made by a sponsor to secure sponsorship rights.
The collection of all sponsorships held by a company.
Individuals or groups with an interest in the outcomes of a sponsorship, including sponsors, properties, and audiences.
The degree to which a sponsorship aligns with the sponsor's overall strategic goals.
The specific people a sponsorship is aimed at.
A promotion or product connected to a sponsorship.
The main sponsor of an event, typically receiving the most significant level of exposure.
Activities designed to increase the number of visitors to a location or website.
Contributions made in goods or services instead of cash.
The degree to which a sponsor’s brand is exposed to the audience through the sponsorship.