Sponsorship activation and the effectiveness of marketing channels

Neil Hopkins

Looks at the benefits of sponsorship and the extent to which different channels are employed in sponsorship activation, and budget allocation.

This article is part of a four-part series on the evolution of sports sponsorship. Read more

The duck test.

A form of logical, intuitive reasoning designed to understand the nature of something in the face of uncertainty.

If it looks like a duck, swims like a duck, and quacks like a duck, then it's probably a duck, the saying goes.

That was until French inventor Jacques de Vaucanson created a mechanised duck that looked like a duck, could swim like a duck and made a duck-like sound.

But clearly, it wasn’t a duck.

Sponsorship fails the duck...

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