Redmandarin's sponsorship articles
Our Views on Sponsorship Issues
Am I lovin It?
Using sponsorship to reach children
Brand experience or corporate turn-off?
Brands need to prioritise consumer insight to unlock the true potential
of sponsorship
The World is Not Enough
Why Cumulative Audiences Don't Add Up
Cumulative audiences are widely quoted, but do they distort the value
of sponsorships?
Avoiding Divorce
A successful sponsor-rights holder partnership is akin to marriage.
It requires commitment, patience, time, energy, communication and trust.
Redmandarin examines how to make the marriage work.
Message Segmentation in Sponsorship
One Message Doesn't Fit All.
Using a single sponsorship to segment marketing messages to diverse target
audiences
From Brand Week -by Ethan Green
Effective Business-to-Business Sponsorship
Relationship drivers or jollies away from the office?
How can you determine how your customers view your B2B sponsorships?
From New Edge Magazine May 2003 -by Adrian New
When Sponsors Go Too Far
A View too Far
Empty seats. Over commercialism. Overt control over an event. Why it's
easy to go from flavour of the month to corporate pariah if you ignore
a few golden rules
A View From the Inside
The Status of Sponsorship
Sponsorship continues to grow at a faster pace than all other marketing
channels, read to find out our views as to why?
Golf Sponsorship
Anatomy of a Perfect Event?
The inaugural Dynasty Cup, in 2003, delivered the shock that Asian professional
golf had raised its game to the level of the Japanese
Why Do It
Top 10 reasons why Sponsorship Works.
The question your senior executives always ask "Give me 10 reasons
why we should sponsor anything?".
Why Sponsorships Fail
10 reasons why Sponsorship Fails
Archive
More articles from our previous site.
Redmandarin Quoted in the Media
2006
Wide open goals for sponsors
Barny Stokes - Marketing Week World Cup Special 06
2 March 2006
Raising the admission fee
Will a revamped FA sponsorship structure appease its partners' gripes
about value for money?
Drew Barrand - Marketing 18 January 2006
2005
Flintoff joins big hitters
but is not in Beckham's league
England victory could broaden boundaries for cricketers
Guardian Saturday
September 3, 2005
Anxious English Fans Await
Australia Match: Soccer? No, Cricket
Bloomberg
Take the sponsorship plunge
Instead of spending big bucks on advertising, savvy firms are investing
in high-impact sponsorship. Kristina Greene reports.
Sponsorship can prove worth
Marketing Society 16 Feb 2005
HSBC to Sponsor $5 Million Shanghai Golf Tournament,
People Say
Blomberg 8 july 2005
Sports Marketing: When Disaster Strikes
Marketing - 9 march 2005
Sailing Sponsorship: Record-Setter MacArthur
May Not Prosper From Success
Bloomberg - February 2005
Sailing Sponsorship: Sail of the century
Independent - February 2005
Sponsorship and Advertising: Is sponsorship
really worth it?
By Alasdair Reid
Chelsea Seeks Uniform Supplier, Sponsor After
Ditching Umbro
Bloomberg - January 2005
2004
Global sports brand is born
Commercial offers roll in for Phelps
Analysis: sponsorship
The gold standard
Raising the Game
Travelex has made a name by shunning corporate ads and concentratingon
arts and sports sponsorship. And it's all down to a marketing department
of one
Financial Times, March 16 2004
Beckham Risks Upsetting Sponsors Over Adulterous Allegations
Agence France Presse, April 14 2004
2003
Can Viewers Be Bowled Over?
Value of Game Sponsorship Questioned -
Washington Post, December 12 2003
Has Football Fouled Up Once Too Often?
Marketing Week, October 23 2003
Football Euro 2004 qualifier
Sponsors stay sweet on FA Guardian, October 10 2003
The Name Remains the Same for Fans
Marketing Week, July 31 2003
