The document discusses the evolving landscape of sponsorships and partnerships, emphasizing the need for companies to seek meaningful returns beyond just brand association. It highlights the importance of activating sponsorships effectively, measuring ROI, and aligning with authentic causes to engage customers. Various case studies illustrate successful partnerships that increased visibility and engagement for brands while demonstrating the significance of flexibility and goal orientation in collaboration.

1. Making the Most of Sponsorships &
Partnerships!
Christina Lenkowski & Amber Broeckel

2. WHO WE ARE
Believer | Futurist | Event Fiend
2
Christina Lenkowski
SENIOR ACCOUNT EXECUTIVE (and go getter)

3. WHO WE ARE
Bright | Hard Worker | Optimist
3
Amber Broeckel
ACCOUNT EXECUTIVE (and go getter)

4. “’…a cash and/or in-kind fee paid to a
property in return for access to the
exploitable commercial potential
associated with that property,’”
sponsorship has gone from in many ways
a mere novelty in which brands paid to be
associated with ‘cool’ properties in sports,
arts and entertainment, to arguably the
most important weapon in the world of
advertising.”
IEC
4
Image
Source:
IECI

5. How many businesses see sponsorships
> Large sum = No return
> Table at event
> Company name on a banner
> Name in a program
> You get the idea….
> Companies need to demand
MORE from their sponsorships
and partnerships!
5
Image
source:
583ParkAve

6. How they should see them
> A great way to hit goals and
reach new potential customer
> Stay realistic but shoot for the
stars
> Make the package work for
your company
> If they want your sponsorship
dollars they will work with you
6
Image
source:
SFIMG

7. But what is it going to cost?
> For every $1 spent to secure
sponsorship rights, $1.70 is
spent by sponsors on
activation
> Make sure you have
activation built into your
budget when you are working
with your partner
> If at all possible, make it so
you can measure your results
to see that ROI
7
Image
source:
PCNG

8. Setting your own rules
> Create a document to be sent to all potential partners
> Breakdown what you are looking for
> Include talking points
8

9. Provide Meaning
> 83% of Americans say they
wish brands would support
causes
> Needs to be authentic
> Sponsors now look to
associate their sponsorship
activities in causes that
provide a halo effect around
their brands
> Good example: P&G
> Flip side: McDonald’s & Pepsi
9
Image
source:
Pitchonnet

10. Extend Across Platforms
> Sponsorships are looking to
extend into digital
> Most growth in overall
activation market, with
approx. 40% of all activations
now including some digital
component
> Includes a website, mobile
app, sweepstake draw and
social media campaigns
> Good example: Southwest
Airlines & Make-a-Wish
10
Image
source:
Southwest
Airlines

11. > “To connect, modern
brands must think and
act like a media
company, providing
content people want.”
– Eddy Morretti, Vice
11
Image:
MarkeAng
Mag

12. Create Deeper Content Engagement
> Fans aren’t just watching the
game, they want to be a part
of the game
> Real-time sharing
> Retweet to 644K Followers
Image
Source:
TwiCer
12

13. Multiscreen Way of Life
> Fans no longer sit down and just watch a game
> 49% of mobile internet users often watch TV while on their phone
> Fans check Twitter, Facebook, Instagram and Pinterest
> Example: FIFA World Cup 2014
Image:
FIFA
13
Image:
TwiCer

14. National Case Study: NASCAR
> Large, loyal fan base
> Mars, Inc. has been a
sponsor for over 20 years
> Mars has become integrated
in the sport
> Kyle Busch is a big supporter
of Mars and has partnered
for multiple commercials and
opportunities
Image:
NASCAR
14

15. Social media
> 257,319 Likes
> The website links back
to M&M’s Twitter page,
YouTube Channel,
Tumbler and Instagram
> Creating custom content
15
Source:
www.mms.com/us/nascar

16. 16

17. DANGER!
> What happens when partners
misbehave?
> Is it worth the risk?
Image:
Meemes.com
Image:
hCp://rvd1302.files.wordpress.com/
17 2011/06/2136_lanceinlivestronggearonbike.jpg

18. Red Sky Case Studies
> Work with our client to determine goals of a partnership
> Reach out to potential partners to see what is/isn’t feasible
> Meet with representative from said partner to determine if the
goals align, if they do move forward with creating an actionable
plan
> Find a partner that is flexible!
Image
source:
City
of
Meridian
Image
source:
Idaho
Steelheads
18

19. Case Study # 1 – Dave & Buster’s + Steelheads
> Dave & Buster’s main goal:
raise awareness
> Use Steelheads large fan
base to draw new people into
their store via direct outreach
> Families and men
19
Image
source:
Dave
&
Buster’s

20. Case Study # 1 – Dave & Buster’s + Steelheads
> Here is how Red Sky and the Steelheads negotiated a contract
for a finite amount of time during the 2012-13 season (all of the
below occurred at a sold-out game on 12/22/12):
– Table for Dave & Buster’s collateral and giveaways in arena
– Regular PA announcements and Jumbotron images shown
promoting grand opening event
– Grand opening ticket vouchers given away as prizes during all
breaks
– Dave & Buster’s shirts sent out into audience through T-shirt cannon
– Lucky Row announced with all seats winning a pair of tickets to the
opening party
– Dave & Buster’s street team members on the ice during intermission
to judge an audience contest
– Opening party flyers deposited in all luxury boxes
– Prior to the game, Steelheads put party info on social media
(Facebook: 9,400) and sent out through weekly enewsletter (15K+) 20

21. Case Study # 1 – Dave & Buster’s + Steelheads
21

22. Case Study # 1 – Dave & Buster’s + Steelheads
> In-kind partnership
> Event sold out!
> Over 1,100 attendees,
original goal was 800
22

23. Case Study # 2 – Tucanos + Meridian
> Tucanos’ main goal: Raise
awareness
> Families are main Tucanos
audience
> Utilize a pre-existing event
23
Image
source:
Tucanos

24. Case Study # 2 – Tucanos + Meridian
> Here is how Red Sky and the
City of Meridian negotiated a
contract for one show
sponsorship during 2014:
– Event sponsorship of “Rio
2” (a movie that fits with the
Brazilian theme of Tucanos)
– 30-second Tucanos video ad
played before movie
– Sampling of Tucanos food at
event
– Gift card giveaway during
announcements
– Logo/link on City of Meridian
event page
– Passed out coupons to
attendees
24
Image
source:
City
of
Meridian

25. Case Study # 2 – Tucanos + Meridian
> Partnership was done for a
fee of $400.
– Invested more in employee/
food costs
> Saw great enthusiasm from
attendees who hadn’t
previously known about
Tucanos incredible family
value
25

26. Main Takeaways
> Find a partner that is flexible
and goal-oriented
> For every $1 spent on
sponsorship right, plan on
$1.70 for productive
activation
> Sponsors now look to
associate their sponsorships
with a brand or event that
produces a halo effect
> Authenticity!
26
Image
source:
Rukkle.com