Leverage broadcast sponsorship

Steve Gladdis

When evaluating broadcast sponsorship opportunities, brands should consider not just the strategic fit of the content or the media value of the airtime but also the opportunities that exist to develop the sponsorship into a true partnership. This will lead to a better RoI for the sponsor.

Boost the impact of sponsorship

This article is part of a collection of pieces on maximising returns from sponsorship. Read more.

Broadcast sponsorships are a long-established and much-loved weapon in a brand's communication armoury. The primary reason for recommending sponsorships to advertisers has traditionally been to build an emotional affinity between the brand and the audience (this is essentially true of all kinds of sponsorship, not just of broadcast properties).