more articles from the Redmandarin archive
Our Views on Sponsorship
Nascar's Sponsorship Challenge
Cutting through the Clutter
Using a single sponsorship to segment marketing messages to diverse target
audiences.
From Brand Week -by Ethan Green
Focus on the Football Fan
Same Deal Different Day: The Future of Football Sponsorship
Sponsorship is no longer about accountability and the right deal at the
right price; the future will be about relevance, creativity in execution,
long-term partnerships, integrated campaigns, added value from rights
holders to sponsors, and the fans.
The Olympics and Sponsorship
A match made in heaven?
The enhancement of brand values is often cited as a major attribute of
sponsorship. But what happens when the once glossy image of a rights holder
loses it's shine? We look at the Olympics as a prime example of recent
times.......
Taking the Lid off Football Sponsorship
the worthless or the worthy?
Big budgets, big stars, huge TV coverage. But for the majority of fans
their experience of football takes place on a different level. What do
they think? And what opportunities does this give sponsors?
Virtual Olympians
new media and sponsorship
New media is likely to revolutionise the way we consume sport, but how
ready are the IOC to embrace this evolution?
Sponsorship
Fire Sales
Devaluation or Commercial Reality?
Redmandarin explores the recent explosion of last minute fire-sales for
rights and the potential impact on the greater value of sponsorship.
The Fall and Rise of Sponsorship
Consultants
cowboys in the gold rush?
We examine the current role of sponsorship consultants and how we think
this needs to change.
Media Value
Sponsorship's Holy Grail and Achilles' Heel
Media value is one of the most widely used measures of sponsorship value,
but this measure is arguably flawed. Does this add credibility to the
industry, or breed cynicism amongst the major practitioners?
The Ethics of the Ambush
Sharp Business or Shoddy Parasite?
Ambush marketing is a feature of many events. At the 1998 World Cup over
two-thirds of British consumers failed to recognise or mis-identified
the Official World Cup Sponsors (source: Marketing Week July 1998). Is
this savvy marketing or unethical business practice that confuses the
consumer?
