I have always said that it is about the relationship. Sponsorship is a relationship game, not a transactional one. It’s true that you must have a good product and an applicable audience, but people typically buy from people they like and trust. Relationships build...

As we inch closer to normalcy and “post-COVID19,” we begin to think about the return of our sponsorship programs. Pre-COVID19, I often looked at sport sponsorships as being superficial, more about obligation, or even more self-centred than they should be. Too often,...

There was an old belief that sponsorship could not be measured for results, so it didn’t really work. We know better today because there are firms like ours and others that work with clients to show how they can track and measure success (or failure) of their...

I have been in the sponsorship marketing industry for over 30 years (Ugh, that really makes me sound old; Ugh again, I am old). Recently, I was chatting on ZOOM with a couple of collogues. One was about my age (so nearing 60), one about 10-12 years younger, and one...

We do a great deal of work with properties, brands, and individuals on building and maintaining a positive reputation. Your reputation is so important. I don’t care if we are talking about your personal reputation, the reputation of the organization you work for, or...