This article needs to be contextualized within the themes I have been exploring in sports marketing in general and sponsorship in particular. I have recently claimed that in small economic niches, potential sponsored property has a limited value to the company if traditional property / rights holder / company relationships are observed. I also claimed […]
The value of neutrality and allegiance Read More »
* sponsored property: athletes, coaches, events, etc * sponsoring companies: companies that acquire sponsoring rights to a property through a contract with the “rights holder”. I am especially addressing the small, almost amateur companies who can’t even afford a marketing department Companies: you really need to learn the difference between sponsored property, salesperson, rightsholder and
A note to sponsored property and sponsoring companies Read More »
This is a sequence to my previous article about sports sponsorship for individual athletes in marginal sports. Good news: it applies to any opinion maker: not only athletes, not only in marginal sports (which really shouldn´t be emphasized in a negotiation, like “hey, my sport is so marginal that nobody ever heard about it”). These
Sponsorship is not about the athlete: it is about the sponsor’s product, service and brand. The truth is that the sport itself doesn’t matter too much. If we are talking about individual sponsorship to an athlete involved in an activity mostly unknown to the public, it should be obvious that the potential sponsor cannot
Individual sports sponsorship in marginal sports – what it takes Read More »
