Comments on: Sponsorships: Threatening Brands? https://brandingstrategyinsider.com/sponsorships-threatening-brands/?utm_source=rss&utm_medium=rss&utm_campaign=sponsorships-threatening-brands Helping marketing oriented leaders and professionals build strong brands. Sat, 15 Oct 2022 21:48:42 +0000 hourly 1 https://wordpress.org/?v=6.6.2 By: Mark Gavagan https://brandingstrategyinsider.com/sponsorships-threatening-brands/#comment-1245 Mon, 02 Feb 2009 18:13:17 +0000 http://localhost/brandingstrategyinsider/2009/02/sponsorships-threatening-brands.html#comment-1245 Thanks for another interesting post.

While I’m not objective*, I do think you’re on the right track by generally favoring “a variety of smaller, more local, integrated activities” over “big dumb sponsorships.”

Overall, the most successful sponsorships (meaning those where the strong positive emotions connected to the event/program carry over to sponsors themselves) are likely to result when the sponsor has a natural connection to the event/program itself.

Nike, Adidas or Under Armour make far more sense for the World Cup than AIG or IBM ever could.

-Mark G.

*Full disclosure: I raise funds from corporate sponsors for a global travel program on national public television in the US.

]]>