Sponsorship Accountability Part 7: Social Distancing – A Boon for eSports?

In Part 6 of the Sponsorship Accountability series, we explored the benefits and challenges of adding eSports to a sponsorship portfolio. This article is an extension of that work covering the growing opportunity of eSports amid the COVID-19 pandemic. Recent global events may be the catalyst that accelerates the eSports industry to become a …

Sponsorship Accountability Part 4: Driving Sponsorship Value with Stewardship and Strategic Activation

This is part four in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for …

Sponsorship Accountability Part 3: The Business Case for the Business Case

This is part three in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. In this third part, we examine the importance of establishing a …

Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit

Sponsorship Strategy and Brand Fit: A means to achieving the brand’s long-term ambition Just as brand ambitions may take years to realize, so should sponsorships be allowed to seed, grow and flourish. Ideally, the sponsorship will synch with the brand’s evolution in achieving key milestones along its trajectory. It’s important to identify specific markers or …

Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality?

Few marketing activities garner as much excitement and inspiration as sponsorships. When we’re experiencing an exhilarating moment during a concert or witnessing a momentous achievement by an athlete, a sponsorship is often involved. Sponsorships are woven into our culture and are integral to supporting some of the most memorable moments in the human experience. …

GRAMMYs CMO Greene to Discuss Maximizing Sponsorship Return

Customizing Sponsorship Assets to Maximize Marketer Return will be addressed by Evan Greene, CMO of The Recording Academy, at MASB Winter Summit 2019, Feb. 26-27 in San Diego. The format will be an interactive discussion with MASB President & CEO Tony Pace. MASB has partnered with the ANA (Association of National Advertisers) for the Sponsorship …

Sponsorium Joins MASB, Sponsorship Accountability Metrics Project

Montreal-based firm Sponsorium International is bringing 25 years of experience in sponsorship and community investment management to the Marketing Accountability Standards Board and its Sponsorship Accountability Metrics (SAM) Project. “Joining MASB, and specifically being a part of the Sponsorship Accountability Metrics Project, is a natural for Sponsorium,” said President and Founder Paul Pednault. “We …