HillTopAve’s Post

Great article from Indeed.com about the benefits of sponsoring concerts and other events!

Where Do You Get Your Ideas From? In the fast-paced world of sport and entertainment marketing, staying informed is not just an advantage—it’s essential. An idea can change everything. It can spark innovation, drive a game-changing campaign, or secure the next big sponsorship deal. That’s where Sponsorship News comes in. We don’t just report on sponsorship deals and industry trends—we inspire. With exclusive insights, in-depth analysis, and breaking news, we equip our subscribers with the knowledge to make smarter decisions and uncover new opportunities. Here’s something to think about: your competitors are probably reading Sponsorship News. They’re staying informed, staying ahead, and getting ideas that could give them an edge. Can you afford not to do the same? An idea is a powerful thing. Where do you get yours? Stay informed. Stay inspired. Subscribe to Sponsorship News. It’s more affordable than you think. Visit www.sponsorshipnews.com.au for details and free trial offer.

This is the BEST possible deal for a big creator, lets discuss 👇 Sponsorship renewals are so much more important than getting a new brand deal. It's evidence that the first campaign worked and the brand is doubling down. Especially for larger talent, it can be a challenging decision for a company to commit at a high amount but knowing it was fruitful for others can provide that reassurance. We have faced this test over the last year with one of our larger creators, Summoning Salt, where brands expressed caution time and time again on becoming one of his partners. In the last couple of videos, we have renewed partnerships with Rocket Money and Opera GX who shared the promising results from the initial activations. This data alone and public proof of brand recurrence has brought in a lot more interest. Next time you are given an offer for renewal, consider the long term upsides rather than searching for that short term benefit with other deals.

Very interesting post from Oliver Wolfs ! As an advertiser have always been very critical about sponsorships only focusing on brand exposure. Brand alignment & deeper partnership have always been essential for me. Being passionate about digital & data make me a strong believer in data & performance driven opportunities. Sponsorships should at least combine brand exposure with access to the fanbase. That's where data create great opportunities. Just the same way they do in 'retail media'. Combined with AI, I am excited all of this could also become financially more accessible to smart & ambitious SMEs. What do you think?

ILLUMINATING LEGAL BLACKHOLES of EVENT SPONSORSHIP MANAGEMENT Sponsorship discontinuations always come at a cost for one of the contracting parties. On this occasion, we look into a case were a sponsor is set to pay 3 folds of the agreed sponsorship amount and at least 2x the sponsorship value on what the courts deemed a breach of contract. Dr Zeinub Kebonang ruled in favour of the sponsee on 4/5 of their claims, suspending the 5th pending assessment to determine if the sponsee's loss in goodwill claim of P1m suits. End of year festivals, similar to one organised by the sponsee command large audiences, a unique opportunity to connect with existing and potential customers with targeted messaging & tactics. Now, post judgement*- that came at a cost north of a million vs the agreed P268 350, one has to wonder where the sponsor erred… Firstly, It’s the 15-20 000 crowd at the Serowe stadium commanded by the event that drew the sponsor to this asset but this was not laid out explicitly and locked in contractually. Secondly, Sponsorship funds were withheld without any breach of contractual obligation as per the signed contract. Further, though shifts in expectations and circumstances or supervening impossibilities were not provided for as grounds for termination, it seems the sponsor relied heavily on these for non-performance. In their plea, the sponsor sought to distance themselves from the actions of its agent/agency. This was ruled a non-starter on two levels: The principle of agency - The agent acted and disclosed the sponsors interests at all material times. The doctrine of ratification - The sponsor had paid the agreed amount for the first year of two as per the contract in question. Sponsor essentially adopted a position of event funder (pay P250K + Internet connectivity @P18k) with no preset conditions. The sponsor clearly desired the event to be held in a certain state but failed to ensure they are protected incase these fell out. As per the judgement, the sponsorship contract did not contain a "force majeure" clause to guard against unforeseeable "acts of God" or man that would make it objectively impossible for either party for perform their obligation under the terms of contract. Finally, more interesting is how the judge separates and distinguishes between Covid-19 as an "act of God" and restrictions on gatherings as 'government regulation', though one appears to be an inevitable consequence of the other. This brings about a dynamic to consider in the realm of event sponsorship management. As boring and stifling as it might be, the legal aspect of these incredible sponsorship opportunities should not be discounted, relegated in importance or ignored, "the consequences are catastrophic at best". ——— See: CVHGB-002840-22 #sponsorshipmanagement

😢 Spare a thought this week for one of the region’s most trusted brands. The Co-op group prides itself on ethical values, sustainability and fair trade. Just four years ago it reset its brand to focus on those simple and trusted pillars. But in committing £100m to a 15 year sponsorship deal for the new Co-op Live arena, operated by Oak View Group (OVG), its name is now associated with the botched launch of a project it ultimately has no control over. 🎶 Cock-up Arena, Co-op Chaos, Co-flop Arena may be the phrases being bandied about this week by members of the public, after planned concerts at the new £365m Co-op Live Arena featuring Take That, Peter Kay and rapper A Boogie Wit Da Hoodie were scrapped. 😡 The statement we shared with readers this week from the Co-op Group was laced with fury at the disastrous launch, demanding a clear plan of action. 😇 Reputationally, the city of Manchester has been rescued by the audacious actions of the rival AO Arena, operated by another American entertainment industry giant AEG. My hunch is that punters will be forgiving of the Co-op itself, and are savvy enough to know it’s not their fault. But where it really matters the reputation of Oakview is the one that will take the longest time to recover. Friends of mine who have sponsorship packages are getting anxious they’ve wasted their money. 🙏 But artists, their agents, tour promoters in the music and sports industries, will need some serious reassurance from OVG. As we speak, contingencies will be being made for artists who want to play a music loving city like Manchester, but avoid the calamity that may befall a commitment to the new venue. 🎭 Before all this chaos ensued, talk was all about whether Manchester could sustain two venues of such similar size. 🙏 The irony is that without the original Arena being there to bail it out, it could all have been far worse for everyone.

What's wrong with the Belgian football sponsorship landscape and why I see big opportunities in the market! 🚀 🇧🇪 Here is my PERSONAL view, based on conversations with over 45 sponsorship managers in Belgium, both from clubs and sponsoring brands, over the last 6 months. Problems: 1. Lack of innovation in sponsorship packages. Deals are not optimized for the sponsor’s business goals. Too often, proposals are generic, offering little personalization to meet the sponsor’s specific needs. ROI measurement is primarily based on media valuations, which are, to put it mildly, questionable. 2. Clubs are constantly in a “rat race,” chasing short-term goals. This short-term mindset, combined with frequent turnover in management, makes it difficult to establish long-term strategies that create value. Brand building, data and commercialization strategies are all examples where a bigger, integrated vision is needed. Club Brugge is one of the greatest examples on how an integrated strategy creates value for all stakeholders involved. 3. There’s a scarcity in the market. Most clubs are looking for new sponsors due to the upcoming regulations around betting starting in 2025. Demand for sponsors is high, while the supply is low. Opportunities: 1. There are big sponsorship opportunity by being part of the change! Commit to a long-term strategy that helps clubs elevate their game, while simultaneously creating additional value for yourself as a sponsor, the club, and the fans. Don’t settle for minimal investment just to gain mediocre exposure. Instead, commit more but with a clear, strategic plan that delivers value for both parties. 2. As a sponsor, you can currently get excellent value for your money in the mid-tier clubs, as prices are dropping. For as little as €100K, you could already secure substantial brand exposure and even placement on the kit but like I said, go further than this. 3. With innovations in conversion measurement, performance-based sponsorships are now possible, allowing for deeper partnerships where goals are mutually aligned. In summary, I believe the future of sponsorships is bright. We are overwhelmed by traditional advertising and logos on a daily basis. Sponsorships offer a unique way to stand out by connecting with people’s passions and building a deeper emotional link. We should get the most out of this. What do you think about think about or how do you perceive sponsorships?

In-person events have made a significant comeback this year, becoming the most in-demand tool for marketers—even with the rise of AI - as highlighted by Stephen Lepitak in Creative Salon. The frenzy over Taylor Swift tickets and the challenges faced by Ticketmaster indicate a major growth trajectory in the global events sector. Here's what's happening: 📈 Massive Growth Projection: The global events sector could nearly double in value by 2035, reaching almost £650 billion. 💰 Current Market Value: In 2024, events worldwide generated £342 billion, growing at 5.4% annually. 🎵 Most Popular Events: Music and art performances, sports, and festivals are leading the surge. 🤝 Brand Sponsorship Spike: Event sponsorship is driving revenue as brands seek to engage audiences in meaningful ways. 📊 Marketing Budgets Shift: According to the IPA Bellwether report for Q2, events are the top-performing marketing channel, with a 17.2% growth following a 23.1% increase in Q1. 🏢 B2B Events Rising: Significant deals like Informa's acquisition of Cannes Lions for £1.2 billion highlight the boom in B2B festivals. For an in-depth look at this exciting development, read the full article here: https://lnkd.in/eQGZdHcV #KruLive #BrandExperiences #EventProfs #EventStaffing #LoveForPeople

Want more revenue? This is a great story for anyone running an arena or stadium (or maybe even a theatre?). By setting up a more intelligent wifi gateway platform, you get a lot more sponsor inventory to sell - and if you collect the data in a smart way, you can offer sponsors a branded follow up. Interestingly, by being more specific about your display sponsorships you can sell a lot more inventory, because some audiences will only be relevant to other sponsors. In this article you can read how some UK venues increased their sponsorship revenue significantly! #sponsorships #stadiumbusiness #revenuegeneration #arenabusiness

Sponsorship of the Arts: Could AI Be the Knight in Shining Armor? The UK arts sector is on the brink. With government funding slashed by 6% over the past decade and 50 festivals shuttered or at risk, cultural institutions are turning to corporate sponsors as their lifeline. Yet even sponsors like Baillie Gifford and BMW, celebrated for their environmental commitments, face public backlash. Festivals are caught in a precarious balancing act between survival and reputation. Enter artificial intelligence, a wildcard that could transform the sponsorship landscape entirely. What if AI became the knight in shining armor for the arts, bridging the gap between sponsors, events, and audiences? AI as the Savior of Sponsorship AI offers solutions that were unimaginable a decade ago: 1. Precision Matching: AI can analyse festival missions, audience demographics, and corporate CSR goals to pair brands with the right events. Imagine a renewable energy company sponsoring an eco-art exhibition or a healthcare brand funding mental health-focused performances. These alignments reduce audience hostility and maximize impact. 2. Transparency and Trust: AI-driven platforms enhance accountability. Blockchain systems could publicly record sponsorships, while AI audits corporate practices, ensuring alignment with ethical standards. 3. Audience Engagement: Personalised AI marketing targets diverse audience segments, tailoring messaging that resonates with their values. Festivals could also analyse attendee preferences to shape programming that attracts larger, more engaged crowds. 4. Revolutionising Creativity: AI isn’t just a tool but a collaborator, enabling groundbreaking creative projects like AI-generated art installations. This positions sponsors as innovators driving the future of art. A Wildcard with Risks But every wildcard carries risks. Could AI deepen divides by favoring high-paying sponsors over community interests? Could audiences resist AI’s role in creativity, fearing a loss of authenticity? Transparency, inclusion, and dialogue will be key. Why Brands Should Embrace AI For businesses, the value proposition is undeniable. The average shortfall to keep a UK arts festival afloat is just £20,000, offering brands an affordable opportunity to showcase leadership in innovation. AI makes sponsorship smarter and measurable, proving ROI to even skeptical boardrooms. The Final Act The arts need visionaries willing to embrace the future. AI can bridge the gap between a struggling sector and a more sustainable, innovative cultural landscape. For brands, it’s a chance to lead a renaissance in sponsorship, demonstrating not just a commitment to the arts, but to a smarter, more connected world. Will AI be the knight in shining armor or remain a misunderstood wildcard? #LinkedInTopVoices #ThoughtLeadership #ProfessionalNetworking #ContentStrategy #IndustryInfluencers #LinkedInInfluencers #SocialMediaMarketing #sustainingArtsAndCulture