A Glimpse Into Sports Sponsorship Powered By The Marketing Arm
We were excited to interview Katie Tershel from the Sponsorship Team at The Marketing Arm. Katie offered some unique perspecitve on what brands are looking for in sponsorship activation, branded content and emerging technologies.
Describe your current role with The Marketing Arm?
Why do brands and businesses choose to work with The Marketing Arm?
Do you have any philosophies to share on sponsorship ROI and ways you measure value for your clients?
What advertising assets are most sought after by clients?
What emerging media/advertising technologies have caught your eye? Where do you see this going?
Where do you see the future heading with sports sponsorship & brand activation?
Throughout the last few years, the sum total of brand investment in sports sponsorship continues to increase at a stable rate of 5% year over year. Brands that have seen the most success have evolved to diversify their portfolio beyond sports (although not necessarily cutting back on sports) into areas that reach a wider spectrum of society (millennials, females, and multicultural audience) like eSports, entertainment and music platforms.
From an activation standpoint, engaging consumers has been paramount to success in the new era, through activation featuring content and social media. Top brands have committed a 1:1 ratio of activation to rights fees, significantly higher than the industry norms around 20%. In today’s market, the consumer needs to be engaged and old school methods like static branding just are not as effective without a brand’s staunch commitment to activating particularly through social media, content and on-site means.
How brands manage to remain committed to activating their sponsorships (beyond relying on passive assets like print, static signage, etc.) via mediums like content and social media will ultimately determine their success.