Is it smart to buy a package that includes both men’s and women’s rights? Booking.com recently announced its partnership with both the NBA and the WNBA, becoming their official online travel partner. Diageo, on the other hand, was named the official spirits sponsor...
What if brands like Coca-Cola or Heineken started creating rules within sports? Can you imagine a header goal being worth double in the World Cup final? Or a driver earning +10 points for finishing the season without any accidents? We’re seeing new competitions like...
After numerous meetings with companies, the miracle happened: reaching an agreement. The brand likes the project and is willing to invest. We have already started to imagine how it will be activated and how the contract will help us meet this year’s goal. Pure...
Subtly interrupting while still adding value. That’s how we aim to activate sponsorships in sport and entertainment. Consumers buy brands, not products. No one needs to drink a Heineken during a Champions League match, but many want to. Once again, the Dutch brand...
Even the best professionals get fired. Recently, a good professional I know from a top sports property was dismissed. He had a strong track record, a solid network, and the full support of his team. After several years of working for the organisation, he was even...
Renewing a sponsorship should be easier than signing the first deal. But it isn’t always like that. Some factors are in our control, others are not. The market suggests that 40–60% of sports sponsorships are not renewed. Renewing is selling a new sponsorship, and much...
How much will be invested in activating the sponsorship? This question is as important for the sponsor as it is for the sponsored party. The biggest payment Activation is the biggest payment a property can receive. A good activation: Promotes the sports property...
Trust is built with truth, not with beauty. Having an attractive pdf is important, but it is sincerity that connects people. Respect for others. An incredible project, without weaknesses and that will change the world, generates distrust. Working on the property or...
Since early this year, Olympic partners such as AB InBev and Allianz renewed their contracts with the IOC. TCL also joined as a global sponsor following Panasonic’s exit. For us marketers, the Olympics are a benchmark in sports and entertainment. 9 out of 10 people...
The American market Sponsorship deals in women’s sports grew at a 50% faster rate than in men’s professional leagues in North America in 2024-2025. Endorsements for athletes and teams in the NWSL (football), WNBA (basketball), WTA (tennis), LPGA (golf) and Liga MX...
Competition among companies increases as more brands invest in sponsorship to achieve their business goals. Properties like F1, NFL or NBA have seen their partners’ portfolios grow for flagship events and competitions. 92 of the Top 100 brands invest in sponsorship....
Often, our project gets a no in the first minutes. We may not hear it, but it’s there. The first five minutes of a sales pitch are vital. Their goal is to persuade the listener to pay attention to the rest. Most sales pitches don’t work because of a lack of empathy. ...
“Our partnerships deliver powerful platforms for transformation, showcasing payment solutions that uplift everyone, everywhere”, Andrea Fairchild, SVP Global Sponsorship Strategy. Sport, culture and entertainment influence through authentic stories, turning fans into...
“We didn’t do much calculation. Mr Arnault (LVMH’s Chairman) always goes with his stomach,” said Pietro Beccari, Louis Vuitton’s CEO. The F1 x Louis Vuitton 10-year deal valued at €100 million annually was a simple and non-data-driven decision. Hard work and data were...
Do we already tell the fee? When to show the price is a common question among commercial professionals. In the first meeting? On the first sales presentation? When they ask for it? First, you want the potential sponsor to be ready. As much as possible. “Ready” means...
The commercial deal will probably be decided by people you will not get to talk to. You need teammates to make it happen. First, your project and, second, people responsible for sponsorship. Having a winner project is vital to get the sponsorship manager’s support. ...
We make decisions to solve our problems. Our decisions seek to help with challenges and goals. Sponsorship decisions are no different, they are tools to solve business problems. However, tension is necessary to make a deal happen. Tension is the stress we feel when we...
The sponsorship fee represents a small portion of the overall sponsorship expenditure. Each company is different, but understanding the budgeting process is essential to creating viable contracts. In addition to the fee, companies often invest in activation and...
A tattoo is for life. It’s about what left a mark on our lives. Behind the infinite tattoos that exist, there are few desires. What do we need? To feed ourselves, have a place to live and health.What do we want? Status, affiliation and letting go of fears. We...
In recent years I have observed an essential element in the sale of sponsorships that does not always receive the importance it deserves: courage. Normally we talk about the return on investment, the target audience or the activation strategy. And, without a doubt,...
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