Double-Dipping: How HP gets maximum value from its sponsorships

A report from the 2011 IEG Sponsorship conference, discussing HP's sponsorship strategy. The firm sponsors a variety of events, from the NFL to the Sundance Film Festival to tennis' Davis Cup.

Double-Dipping: How HP gets maximum value from its sponsorships

Geoffrey Precourt Warc

Can a company be too big for sponsorship programs? Not according to Karen Cage, who heads up alliances and sponsorships at Hewlett-Packard (HP). "We're constantly leveraging business-to-business sponsorships to achieve multiple objects" - a reasonable enough goal for most marketers. But Cage has a challenge: "The Hewlett-Packard reach and customer span is huge. One of the few - if not the only - technology companies that goes all the way through from consumer to enterprise businesses," she told an audience at the 2011 IEG Return on Engagement...

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