Sponsorship 팟 캐스트

We are very privileged to be able welcome such amazing guests onto this show and chat to them about their work. And, despite the ongoing challenges faced by the world, 2022 gave us another round of great guests and episodes full of excellent advice, insights, and experiences. Now, as always, we've wrapped up the year and re-visited the 12 episodes …

It feels pretty redundant to note that there has been a lot of change in the world in recent times and, of course, those working in the sponsorship space know this only too well. Included on that front is the employment market, a popular news topic at the moment. There are fewer people moving between countries, people returning home to their countr…

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…

As we know, sponsorship is one of the most effective means of marketing. In a US$60 billion industry (and growing) where brands spend tens to hundreds of millions of dollars on sponsorship, the ‘gut feel’ is still largely being used. As such, the biggest challenge marketers face is quantifying ROI. It is a challenging situation and often traces bac…

It is scary to think that it is only a few months until 2023 rolls around. For many, we already have an eye on 2023 and are deep in planning for a successful year. However, what should you be considering and keeping top of mind when planning? You could argue that there’s a lot of ‘noise’ within sport and entertainment sponsorship. It just gets busi…

On 29 July 1948, the day of the Opening Ceremony of the London 1948 Olympic Games, the first competition for wheelchair athletes, which was named the Stoke Mandeville Games, involved 16 injured servicemen and women who took part in archery. Fast forward from its humble beginnings, and the Tokyo 2020 Paralympics in Japan featured 4403 athletes from …

Worldwide, Rugby Union boasts 500 million fans and 10 million players within 128 national member federations affiliated through six regional associations. The driving force behind the sport’s significant growth has been World Rugby’s portfolio of major events, from the flagship men’s and women’s Rugby World Cups and U20 Championship to the exciteme…

One thing we have been thinking about, for some time, is creating a curated list of the host's personal favourite insights or pieces of advice from our guests. We have always envisaged it to be a bit of an anchor or touchpoint for those of you with lots of sponsorship industry experience, in the sense that you can always revisit it and be validated…

Blockchain companies investing in sports sponsorship is projected to reach US$5 billion by 2026. Cryptocurrency, blockchain and NFT sports sponsorship investment is projected to increase by a massive 778 per cent compared to 2021. The next highest increase in sports sponsorship is 44 per cent for IT software and hardware. Retail, automotive, and en…

We hear so much about the importance of Data. That’s because it is important. It is often no longer acceptable to make gut decisions or use your intuition when comes to making business decisions and sponsorship is no different. Whether you are on the rights holder side, brand side, or you work for an agency, data now plays an important role in redu…

The world of sponsorship was already experiencing a lot of change, before COVID, but, as we are now fairly and squarely in the middle of living with COVID, the industry continues to change. 2022 has a real sense of optimism as we see people flocking to live sports events including the rise and rise of women’s sport where we recently saw a record se…

Esports is no longer a sector that we can look at and say, “Let’s just wait and see how it plays out”. Reports from Newzoo and Juniper Research last year show that the global Esports audience grew to 474 million in 2021, with revenues from competitive gaming just shy of US$1.1 billion. The growth of Esport’s audience represents year-on-year growth …

This episode is born from KORE Software’s 2019 free whitepaper, Storytelling in Sponsorship: The importance of storytelling in selling, reporting, and activating partnerships in sports and entertainment. Storytelling drives our lives. A myriad of new OTT broadcasters, the rise in popularity of Instagram and Facebook Stories, TikTok and YouTube’s in…

It goes without saying that 2021 was a challenge but, as we know, the show must go on and that includes sponsorship. As such, despite the challenges of 2021, it was still a great year filled with lots of amazing chats with sponsorship professionals from all over the world. Now, as always, we've wrapped up the year and re-visited the 11 episodes of …

Josep Borrell, Head of Commercial Strategy takes us inside Valencia CF’s commercial program. Josep made the move to Valencia CF from the agency side where he spent two and a half years at Nielsen, in London, including roles as a Football Account Manager and a Commercial Insights Manager. Playing in Spain’s La Liga, Valencia have a great footballing…

Welcome to the third of three industry roundtables focusing on the future of sponsorship. In each of the roundtables, we hear from multiple guests, from rights holders, brands, and agencies, about how they think the future of sponsorship is shaping up. Each guest will share their views and opinions across the same six questions and, joining us in t…

Welcome to the second of three industry roundtables focusing on the future of sponsorship. In each of the roundtables, we hear from multiple guests, from rights holders, brands, and agencies, about how they think the future of sponsorship is shaping up. Each guest will share their views and opinions across the same six questions and, joining us in …

Welcome to the first of three industry roundtables focusing on the future of sponsorship. In each of the roundtables, we hear from six guests, from rights holders, brands, and agencies, about how they think the future of sponsorship is shaping up. Each guest will share their views and opinions across the same six questions and, joining us in this e…

Discussing sponsorships for influencers in Sponsorship Insights episode 4 with Eva Havaris, Executive Vice President and Chief of Staff for York United FC, and Founder of Leadership Mindset Design.저자 Vicki Higgins

Based on total website traffic, social media behemoths, YouTube and Facebook are the second and third most visited sites, respectively, behind only Google, with Twitter in 4th and Instagram 5th. To be clear,4 of the top 5 most visited websites are social media websites. All of those people, all over the world, spending all that time on social media…

No longer can audience understanding be superficial i.e. females in New York who are between 25 and 40 years old. Consumers are complex people and a rights holder’s and brand’s understanding must go deeper. But what happens when a rights holder can’t provide a potential sponsor with a fully formed, deep, and complex view of their fans? What happens…

In a world where traditional reach and attention are diminishing, brands are looking for cut-through and engagement to drive relevance and ultimately accelerate their growth. Through sponsorship, rights holders help brands access an audience they would otherwise find it hard to access or would not be able to access as cost-effectively. However, we …

Big sponsorship announcements are not commonplace right now; as we still aim to get back to whatever normal is going to look like post-pandemic. That is why it was great news to hear that Football Australia recently announced that the Commonwealth Bank will become the official naming rights partner and bank of the Australian national women’s team, …

The Keep It Up podcast for entrepreneurs & podcasters interviewed The Sponsorship Mastery Podcast Host Vicki Higgins to discuss how sponsorship could apply to podcasters and more! (English version)저자 Vicki Higgins

The reason founder Vicki Higgins created the Sponsorship Mastery Podcast. What is corporate sponsorship all about? Who can get sponsors? What if sponsorships helped influencers create more good in our world? Interview by Heather Havenwood.저자 Vicki Higgins

Throughout the world we have seen tobacco sponsorship and alcohol sponsorship banned or curbed in most markets and, right now, the sponsorship industry is watching the UK after a House of Lords Select Committee on gambling recommended that not only should gambling shirt sponsorship be banned by 2023, but “there should also be no gambling advertisin…

Vicki Higgins breaks down her top 5 tips to secure corporate sponsors.저자 Vicki Higgins

It has been a whole year since the world shut down because of the pandemic. The plights of rights holders and brands is well documented. Often forgotten in the sponsorship conversation, however, is the third side, the agencies; the ones working between rights holders and brands to activate the biggest sponsorship deals in the world. There are some …

As an ever-present Premier League team, Arsenal are a global brand and, while current results are not favourable, they are one of the big six English football clubs, boasting a sponsorship portfolio with some of the world’s most recognisable brands including Adidas, Cadbury, Intel, and Lavazza. Arsenal is just like every other team around the world…

Despite the challenges of 2020, it was still a great year filled with lots of amazing chats with sponsorship professionals from all over the world. As always, we've wrapped up the year and re-visited the 13 episodes of Inside Sponsorship in 2020. You might have seen on social media that, for each show, we pull out a 30-45 second snippet and turn it…

Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools available, expression can come in any form and inspiration can come from anywhere. Research from M&C Saatchi Intelligence identified that interest areas that were …

Data, measurement, and most importantly, the insights and what we do with them, is something that is driving the sponsorship industry. In a world where we are so connected, 24/7, globally, and with so many data capture points, the power that can be unlocked is immense. Interestingly though, what brands ultimately want to achieve through sponsorship…

We’ve all seen some great examples of sponsorships adjusting, doing something different, and really creative activations this year because of COVID-19. A lot of those have been driven by necessity. Probably the most talked about activation of 2020, however, has been Burger King’s sponsorship of Stevenage FC, who, at the time of the sponsorship, in …

One thing that sponsorship professional’s fear, mostly those at rights holders, is a crisis; a situation that may see sponsors walking away from the organisation. Let’s be clear, when we say “crisis” we mean an athlete or staff member brings the organisation into disrepute. For those that are high profile rights holders, it almost feels like it is …

There’s no doubt that the pandemic whacked us all and there was a period where we were so reactive to what was going on, and how it played out in different markets, that it felt like we just couldn’t catch our breath. These days, however, we have mostly started moving forward, some markets differently to others. And in that, we’ve seen some really …

At Octagon, their purpose is, “to create work that earns attention. Through smart partnerships and generous ideas -- always built around the stuff your audience really loves -- we help you compete for, capture, and ultimately earn the attention of those who matter most to you.” In these current times, it could be argued that that is more important …

Born in 2008, the Indian Premier League, the IPL, is a professional Twenty20 cricket league in India contested during March or April and May of every year by eight teams representing eight different cities in India. The IPL is the most-attended cricket league in the world and is ranked as the 6th most attended sport in the world, beating out league…

ONE Championship is a celebration of Asia’s greatest cultural treasure and its deep-rooted Asian values of integrity, humility, honor, respect, courage, discipline, and compassion. Their mission is to unleash real-life superheroes who ignite the world with hope, dreams, inspiration, and strength. It has been an impressive rise, to say the least, fo…

Like any crisis, throughout COVID-19, many of you have had to deal with managing events and making decisions on canceling, postponing, or pivoting those events. Further, some of you have events on the horizon where a decision will need to be made soon. Chris Baylis is President and CEO of The Sponsorship Collective but also a founder of the Partner…

We have contracts for a reason. They set out the rules and expectations for us all to operate in a sponsorship for the good of all and they are set out with all the right intentions – to do good work but also to protect ourselves. What happens, however, when we get blindsided and things change so quickly, through no fault of any of the contracted p…

Part of the complexity around the conscious consumer is their expectation that brands stand for something, that they believe in something, and that they will actually do something about it. As such, if brands don’t stand, believe in, and do something, around social causes, then, these days, they are at a massive disadvantage. The nagging question i…

Data has become such an essential part of the world and doing business that if you aren’t actively collecting your own first-party data, and then utilising third-party data, you really are at a massive disadvantage; especially considering that your competitors and partners are making very good use of it. As such, for those in working in rights hold…

Player appearances can be immensely powerful as part of a sponsorship. And it seems simple enough - put a huge star on stage, in front of a room of people you are trying to impress, or in a marquee as part of an activation, and you’ll engage your audience and there will probably be lots of digital to help spread it all. However, not everyone can af…

2019 has been a great year filled with lots of amazing chats with sponsorship professionals from all over the world. As such, we thought we’d wrap up 2019 and visit the other 13 episodes of Inside Sponsorship. You might have seen on social media that, for each show, we pull out a 30-45 second snippet and turn it into a video to help whet your appet…

The right look for an event can make or break the impact it has not only those attending but also those watching from afar and definitely on how sponsors, and even potential commercial partners, perceive the event. Rights holders can significantly enhance the experience for fans and corporate partners with the right look, the right environmental br…

There are a lot of great minds working in the sponsorship space, across brands, rights holders, and agencies. We often see a lot of movement within the community, with people moving from one rights holder to another or maybe from brand side to the rights holder side or vice versa. Although it does happen, it isn’t common, however, for someone to mo…

It’s an age-old question, and challenge – how do we value our sponsorship assets? Unfortunately, there are still large parts of the rights holder section of the industry pedaling pre-determined packages, largely based on the income they are looking to generate and not necessarily the value that they can deliver. Despite some of the best brains in t…

Some brands are just constants in the sponsorship landscape. Sure, they may move properties from time-to-time but they are always part of the experience, somewhere. How do these brands consistently figure out ways to stay relevant, engage audiences, and yet not distract from the experiences that audiences are actually there to experience? How do th…

We’ve all seen it; the awesome creative execution in a sports sponsorship. Sometimes it is big, bold, and complex, while other times it is so simple, both in idea and execution, that we think to ourselves: “Why didn’t I think of that?” Those executions engage and excite us; not just as consumers but as professionals in the industry (even if you don…

Airlines have been major players in the sponsorship space for some time and their affinity with sports, fashion, and other major events makes sense considering some of their passengers travel to not only these events but also for business and other leisure activities. Further, a lot of airlines in the sponsorship space have a global footprint and a…