Bring the event to life

Tom Gray

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 power of events and experiences – whether on a personal level or within a stadium of tens of thousands of people – can evoke in us the most powerful emotions, memories and associations. So how does your brand get a part of that?

I love live sport. Not live coverage, real live. That's why event sponsorship can be utterly transformative for brands, because, as the great Maya Angelou put it: "People will forget what you said, they will forget what you did, but they will never forget how you made them feel."