Desperado Marketing – Blog
Be choiceful in the sponsorship assets you buy
It shouldn’t be surprising that a sponsor and a rights holder will see value differently. In the absence of a sound valuation methodology sponsors will tend to undervalue sponsorship assets and rights holders will tend to overvalue them. As a sponsor, walk into the evaluation of a property you’re considering with a sound valuation methodology and you’ll discover that the disparity between the value of different but similarly priced assets can wind up being significant. Take, for example, the outfield wall in a professional baseball...
read moreDistinctive Sponsorship Deals – April 2012
Welcome to the April 2012 edition of “Distinctive Sponsorship Deals”, a monthly blog post to highlight and summarize some of the most unconventional and thought-provoking sponsorship deals we’ve seen from the previous month. Once again, we’ve highlighted some deals below which we hope you will find of interest. P&G Aligns Tide with NFL and its 32 Teams The most-advertised household product brand, Tide, will be an official partner of all 32 NFL franchises, as well as the league itself beginning in the fall of 2012. The deal is part...
read moreSponsorship ROI Measurement – No silver bullet
I’m a bit of a measurement nerd. Measuring the appreciable return to your business from marketing investments, and in particular sponsorship marketing investments, is a big part of what we do here at Desperado every day. I’m in the company of other confirmed measurement nerds and we love our jobs. Each piece of business we work on is different and unique. How one client in one industry needs to measure sponsorship ROI is very different from another client in another industry sector. This complexity means that there is no...
read moreSponsorship drives results for B2B marketers
The marketing mix has, for most of us, become decidedly more complex over the last fifteen years. This holds for business to consumer (B2C) and business to business (B2B) marketers alike. B2B marketers are more active in channels they might have dismissed as ineffective half a generation ago. Professional service and engineering firms, industrial equipment manufacturers, and commercial insurers – all now have sophisticated marketing departments. What might have at one time been a strategy around trade show exhibits, print ads in...
read moreTrevor Bayne’s Team Parked
NASCAR driver Trevor Bayne won’t be running in this weekend’s O’Reilly Autoparts 300 at Texas Motor Speedway. It would seem that Bayne’s team has run out of money, money it had expected to earn through sponsorship. Either Bayne’s people couldn’t make a compelling enough case to potential sponsors for investment or, there wasn’t a compelling enough reason for sponsors to invest. Sponsoring race car teams is an expensive proposition. Each brand will have different sponsorship objectives. Broadcast visibility earned...
read moreActivate Against a Calendar
How is your sponsorship activation plan creating value for event attendees before they even go to the event site? How is what you’re doing in your retail channel building excitement around your professional sports team sponsorship before the season even starts? How is your social media space helping film festival attendees and groupies celebrate and share their experience with others after they’ve seen the film, after the festival is over? The best sponsorship activation plans are built around a calendar. They extend the season, the...
read moreSMCC Annual Conference
The one-day, ninth annual Sponsorship Marketing Counsel of Canada Conference was held in Toronto yesterday. Aside from some amateurish audio-visual and scripting gaffs, the quality of the conference is up over the last three years, anyway. The SMCC is still hard pressed to keep the day on schedule. When your audience is made up of sponsorship and experiential marketers who live by attention to detail, workback schedules and timelines you can’t afford to run close to an hour long on the day, year after year. The conference’s single day...
read moreDistinctive Sponsorship Deals – March 2012
Welcome to this month’s edition of “Distinctive Sponsorship Deals”, a monthly blog post to highlight and summarize some of the most unconventional and thought-provoking sponsorship deals we’ve seen from the previous month. We will do our best to inform you of sponsorship deals which make you laugh, scratch your head, or scream “Eureka!” at your desk. Chicago White Sox and University of Illinois Partner in Unique Deal The deal includes special White Sox ticket and hospitality offers for University of Illinois Illini...
read moreA Different Kind of Horse Race
Earlier this week the much anticipated announcement was made in Quebec City. Perhaps the worst kept secret, maybe ever, the municipality of Quebec City and the Province of Quebec have agreed to cost share on a new NHL team-ready $400 million, 18,000 seat arena. Construction is expected to start this September and be complete sometime in 2015 (perhaps in time for the 2015/2016 NHL hockey season?). The announcement gleefully received by hockey fans in Quebec City and elsewhere, bucks the trend towards public dollars getting out of the...
read moreIEG Sponsorship Conference – Day Four
The final day at this year’s IEG Sponsorship Conference was quick. The conference wrapped by about 12:30p CT. In an early morning roundtable session I attended, Claes Fagerström, former head of Swedbank’s sponsorship team and now a senior advisor at the bank’s sponsorship agency – JJP, reviewed the elegant sponsorship strategy Claes and his team built and is now busy implementing. The strategy hits all of the marks. Its simple, it resonates with the bank’s customers, employees and prospects and the strategy clearly supports...
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