Activation can make or break your sponsorship

John Goodman

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 $14.35 billion on sports sponsorship deals this year, a 4.9% increase from 2013 when spending grew 5.1%, according to a report from IEG."