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Sponsorship in times of crisis - challenges and opportunities
Sponsorship engagements are partnerships. In times like this everybody should act so.
2 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...
3 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Sponsorship - Are extended exclusivity clauses outdated?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....
2 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...
3 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...
3 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...
2 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...
3 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...
2 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...
3 min read


Revising the sponsorship strategy
As it happens with concepts and strategies, over the years the overall framework has loosened, new managers are running the show, or the...
2 min read


Sponsorship: partnership or deal?
Sponsorship has always been defined as a temporary partnership, whereby something is jointly developed, promoted, and implemented. The...
2 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...
1 min read
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