Sponsorship that works - best practice for marketers

This paper reports on the opening address of Lesa Ukman, Chairman of sponsorship consultant IEG, to the "2011 Return on Investment: Sponsorship’s Impact on Business" conference in Chicago.

Sponsorship that Works - Best Practice for Marketers

Geoffrey Precourt Warc

Lesa Ukman, Chairman of sponsorship consultant IEG, took the stage for her opening address to the 2011 Return on Investment: Sponsorship's Impact on Business conference in Chicago. The address included a series of bulleted mini-case-history reports flashed on a screen behind her.

They included:

  • Whirlpool's sponsorship of a Reba McIntyre tour - which included meet and greets for salespeople at the top-performing Sears stores based on year-over-year growth during four weeks in July. It increased Whirlpool sales 47%, worth an extra $5.6 million.
  • When Procter & Gamble...

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