Maximise the sports linkage

Jason Klein
88 Marketing

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.

The key to sports sponsorship activation is to maintain focus on the objectives, create an effective plan, allocate sufficient resources and establish metrics. This will help bring your brand to life, break through the clutter and, ultimately, drive business.

During the 1950s, the Elsie Ice Cream brand ran a promotion with the Brooklyn Dodgers where under-16s received a free Grandstand ticket when they mailed in five used ice-cream wrappers, lids or bags along with 25 cents. The company ran print ads in local newspapers and distributed cards featuring Brooklyn Dodger Don Zimmer.