Finding and activating the ‘sweet spot’ on the sponsorship platform

Examining how brands can stand out in a cluttered sponsorship property.

Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Introduction

Sponsorship, like many related industries, is undergoing fundamental and rapid change, wrought largely by technological and media changes. Additionally, within sponsorship itself, specific developments pose additional challenges to the achievement of sponsor brand success.

One such challenge arises from the desire of rights holders (leagues, teams, athletes, etc.) to ‘sweat their assets’ to drive additional revenue to their coffers. Mechanisms for generating additional rights holder revenue include changing the sponsorship structures (through adding other sponsors/tiers...

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