Welcome to a weekly commentary where Brent Barootes reflects on current events and industry happenings as it pertains to sponsorship marketing. Please join us and share your thoughts by leaving a comment!

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Engaged Conversation

Engaged Conversation

We all know that people buy from people they like and trust. Sponsorship is a relationship game. It is not transactional.  We need to build trust with our partners. We need product that will help them achieve their goals and we must engage with them from...

Stupid Sponsorship Activations

Stupid Sponsorship Activations

OK, that is sort of a bold title and perhaps a little harsh, but I wanted to get your attention. I am tired of sponsorships including lame or stupid activations, or engagements that don’t work—then the sponsors don’t renew. And no, “stupid activations” are not solely...

You Need More than Luck

You Need More than Luck

Happy St Patrick’s Day! People talk about the “luck of the Irish.” On St Patrick’s Day, everyone is Irish. Even with my Greek heritage, we celebrated St Patrick’s Day. Our family ran an Irish restaurant in Toronto, and it was “all hands-on deck” from an early...

Activation and Experiences

Activation and Experiences

Last week, I spoke about a really bad conference experience I had from a sponsorship perspective. It was probably worsened because, for the three days prior, I had been at GO WEST 2020 where I was blown away. (This is a must-attend conference for anyone who stages...

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