Part of the complexity around the conscious consumer is their expectation that brands stand for something, that they believe in something, and that they will actually do something about it. As such, if brands don’t stand, believe in, and do something, around social causes, then, these days, they are at a massive disadvantage.
The nagging question is, however, can brands and rights holders truly achieve great, commercially beneficial sponsorships where a cause is positively impacted?
One man who thinks they can is John Balkam who has written a great book called, 3-Win Sponsorship, The Next Generation Of Sports & Entertainment Marketing. John joins us to discuss how to create and execute sponsorships that achieve commercial goals for brands and rights holders while not just treating the cause element as an afterthought and, instead, truly integrating it.
During the chat, John mentions some great examples including:
If you would like to connect with John, visit his website or connect with him on LinkedIn or Twitter.
Of course, if you'd like to pick up a copy of his book, 3-Win Sponsorship, The Next Generation Of Sports & Entertainment Marketing, you can do that here.
Also joining us on the show is KORE’S Sam Irvine, Director - Customer Strategy & Success, Australasia, to discuss his latest blog, which asks, and answers, the question, Governing Body vs Pro-Team - Which Has A Greater Commercial Advantage?
Enjoy
See omnystudio.com/listener for privacy information.
14 Hand Picked Pieces of Sponsorship Advice and Insights Re-run - Host's Choice- Ep 129
Inside Burger King's Sponsorship of Stevenage FC Re-run - Alex Tunbridge - Chief Executive of Stevenage FC - Ep 128
Inside Creativity in Sponsorship Re-run - Misha Sher - MediaCom - Ep 127
Inside Sponsorship at UFC – Nick Smith - Ep 126
Inside Sponsorship at UBS – Anneliese Mesilati - Ep 125
Inside Sponsorship at Shell V-Power Racing Team – Nigel Calder - Ep 124
Inside Sponsorship at Miami HEAT – Jessica Geymayr - Ep 123
Inside Sponsorship at Las Vegas Raiders – Howard Christian - Ep 122
Inside Sponsorship at San Francisco 49ers - Cameron O'Toole - Ep 121
Inside Sponsorship at New York Red Bulls - Jordan Iannuzzi - Ep 120
Inside Sponsorship at Toyota - Dedra DeLilli - Ep 119
Inside Sponsorship at Heineken - Thomas Mulders - Ep 118
Inside Sponsorship - Best Bits of 2022 - Ep 117
Inside the Sponsorship Employment Market - Jonathan Harris - SRI - Ep 116
How to be Innovative and Creative in Sponsorship - Adam Ferrier - Thinkerbell - Ep 115
How Brands Can Optimize Their Sponsorship Portfolio - Scott Tilton - KORE Software - Ep 114
2023 Planning Considerations - Dan Collier-Hill - MediaCom - Ep 113
Inside Disabled Athlete Sponsorship - Ryan Neiswender - Paralympian - Ep 112
Inside Rugby Australia - James Durbin - Chief Commercial Officer - Ep 111
14 Hand Picked Pieces of Sponsorship Advice and Insights - Host's Choice- Ep 110
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