Desperado Marketing – Blog
Distinctive Sponsorship Deals – January 2012
Welcome to 2012’s first 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. Below are brief summaries of deals from January that we felt were worth sharing, as well as hyperlinks to more detailed articles if you would like to read more about a topic. Enjoy! Kia Canada announces official vehicle sponsorship of the 2012 Fulda Challenge The Fulda Challenge is an annual arctic...
read moreA Proud Moment
A few weeks ago I led a learning session for sponsorship marketers at the Sponsorship Marketing Council of Canada’s Fundamentals of Sponsorship course held in Toronto. The SMCC’s Fundamentals of Sponsorship is a two-day course that provides new and seasoned sponsorship practitioners with intensive professional skills development in various aspects of the craft. In the section I taught, Optimizing a Sponsorship Portfolio for Business Success based on Desperado Marketing’s proprietary process Sponsorship Accelerate™, I covered...
read moreDistinctive Sponsorship Deals – December 2011
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. December provided a few noteworthy sponsorship scenarios after November proved to be rather uneventful. Enjoy! Discover Sponsors Holiday-Themed Social Game by Zynga The latest game from Zynga was a holiday version of their famous “Farmville”. This latest creation was a collaborative effort between...
read moreSponsorship Insight and News Sources
Whether you’re a student, new to sponsorship, or an experienced sponsorship professional, finding the best sources of sponsorship news and insight is not always easy. Here we highlight some professionals and news providers in the industry who we feel really stand out in terms of the quality of the content they share – whether it be on Twitter, through a blog, or through another medium. Of course, we left our own Twitter account (@DesperadoMKTG) and blog off the list below… however, we are considered a “Sponsorship Thought...
read moreDistinctive Sponsorship Deals – November 2011
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. Tiger Woods Signs Endorsement Deal with FUSE Science Tiger Woods makes our Distinctive Sponsorship Deals blog for the second straight month as the golfer tries to...
read moreDistinctive Sponsorship Deals – October, 2011
Welcome to our second 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. October was a rather rational month for sponsorship deals, with only two standing out as particularly unusual. Ford Creates Lego SUV, Driving School for Infants at Legoland...
read moreRights Fees Rant
A large part of what keeps us busy each day at Desperado Marketing is reviewing, evaluating and negotiating sponsorship rights on behalf of our partner clients. Surprisingly, some of the largest, most sophisticated, most professional of those rights holders look at sponsorship as purely a revenue generating proposition for their organizations. We often explain to these properties, sometimes in blunt terms, that, on our clients’ behalf, we buy value in the form of sponsorship rights. We do not buy budget line items on a property’s...
read moreDistinctive Sponsorship Deals – September, 2011
We’re starting 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. Please feel free to pass any such deals along to mitch@desperadomarketing.com so they can be posted on our upcoming “Distinctive Sponsorship Deals” blog. September: New York Islanders’ Deal Creates a New Sponsorship...
read moreMeasuring Sponsorship Return on Investment
No matter what industry you’re working in, most organizations have spent the last ten plus years driving costs out of the system with fervour. Whether it’s in logistics, production, supply chain, or another functional area, everyone across the enterprise has been tasked to do more with less. During the same period, the marketing mix has become much more complex and effectively reaching your target audience has become net-net, more expensive. As a result, there is increased scrutiny on the marketing function. There is a demand for...
read more2011 Canadian Sponsorship Survey
Earlier this year, we conducted our second bi-annual Desperado Marketing Canadian Sponsorship Survey. The 2011 Desperado Marketing Canadian Sponsorship Survey received input from 131 respondents representing sponsors from a wide range of industries. Neither agencies nor properties were involved in the survey, sponsors only. The survey looked at the relative importance of sponsorship within the respondents’ organizations going into 2011 and on their organizations’ approach to sponsorship measurement. Survey respondents included...
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