A whole new ball game: How advances in technology and social media have changed sponsorship marketing forever

This article gives some guidelines for making the most of sponsorship deals, with close focus on activation.

A whole new ball game: How advances in technology and social media have changed sponsorship marketing forever

David Ward

Ask any industry veteran what's the biggest mistake they see brands making when it comes to sponsorships and the answer will inevitably be the same: Not investing enough money or resources to successfully activate the program after they've inked the initial deal.

But now brands are finding that activation is getting easier — and cheaper — thanks to the ability to leverage many of the new advertising channels they're already using in their general marketing. Add in the development of new...

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