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Apr 7, 20202 min read

Sponsorship in times of crisis - challenges and opportunities

Sponsorship engagements are partnerships. In times like this everybody should act so.

Jan 22, 20203 min read

Sponsorship - Reflections and thoughts

Sports, culture and, above all, social issues are changing fast. Both sponsors and sponsoring recipients are required to find new answers...

Oct 23, 20192 min read

Sponsorship - Are extended exclusivity clauses outdated?

I still remember well how years ago exclusivity by industry and even topic were regarded as the key to success of sponsorship projects....

Jul 24, 20193 min read

Education and Research Sponsorships: Curse or Blessing?

Are new types of financing in demand in the domain of education? Partnerships with business, foundations, and individuals are becoming...

May 3, 20193 min read

Recent thoughts on sponsorship

Everything is in flux. Change happens all the time. Standstill is going backwards. The required adaptability is huge. Contemporary...

Jan 9, 20192 min read

How do you use the momentum in sponsorship?

Everyone talks about how important MOMENTUM is. In sports, but also in marketing. The use of momentum is propagated as a successful and...

Dec 10, 20183 min read

Sponsorship "Quo vadis" - My personal take

Studies show a uniform picture: Sponsorship has established itself as an independent marketing and communication instrument and is being...

Aug 22, 20182 min read

Sponsoring and patronage – from strict delimitation to eventual merging

I remember very well the time when strict delimitation of sponsorship and patronage was the norm, and even celebrated. The commercial...

May 29, 20183 min read

Sponsorship - when needs of sponsors and offerings diverge

In recent years, sponsorship has developed into a full-fledged instrument of marketing communication. Decision-making is defined less by...

Sep 20, 20162 min read

Sponsorship: partnership or deal?

Sponsorship has always been defined as a temporary partnership, whereby something is jointly developed, promoted, and implemented. The...

Jan 18, 20161 min read

Cutting your sponsorship budget in half – A case

A business needs to reduce and/or restructure its mix of marketing and communications as a result of changing market conditions and...