We’ve all heard it from our prospects, that “we don’t do sponsorship anymore.” How can this be? Sponsorship spending is at an all-time high, is more nuanced than ever before and is more effective and measurable than at any point in the past. Sponsorship encompasses all disciplines within the marketing spectrum…and this brand simply doesn’t do it? What gives? Well, let me tell you what gives! Sponsorship is Broken…and it’s Our Fault When a company says that they don’t “do sponsorship,” what they really mean is that they don’t pay a made up sum of money in order to put a logo on some signs at an event with a poorly defined audience. So, when a prospect says that they don’t do sponsorship, what they are really telling you is that they no longer do bad sponsorship. In fact, for many sponsorship properties, “sponsorship” has become synonymous with this old-school approach. That is, an exchange of money for a handful of low value “sponsorship” opportunities like logo placements and signage. Given how many individuals still sell sponsorship using sponsorship packages, with outdated levels, made up values and little more than recognition on signage…it’s no wonder that brands “don’t do sponsorship”. […]
