Activation can make or break your sponsorship

This article details six simple guidelines for activating sports sponsorship for brands, crucial to bring the deal to life, properly align the brand with the sports and meet brand and business objectives.

Activation can make or break your sponsorship

John GoodmanGeometry

Admap: Boost the impact of sponsorship

This article is from the November 2014 issue of Admap, which focuses on 'boosting the impact of sponsorship' marketing strategies.

Unless sports sponsorship is brought to life and activated, it is money wasted. Here are six observations that will help make your sports-related activations more effective.

Every year increasing sums are spent on sports sponsorship – from major partnerships with international tournaments, to grass-roots involvement with school sports or minority sports. Advertising Age(January 2014) states: "Marketers are expected to spend...

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