Jim Biegalski, TMA’s resident sponsorship guru, was recently interviewed by Sports Business Journal for their upcoming July Section on trends in sponsorship in the world of sports. Shared below are some excerpts from the forthcoming Q&A.
What is the latest trend you’ve seen in sponsorship agreements between sports properties and brand s?
Agreements today are trending shorter term and filled with more comprehensive contingencies/termination provisions, thus minimizing risk on the brand side and placing a considerable amount of risk with the property. This is completely opposite of what has been the norm over the last 5-10 years and I don’t see properties regaining their ability to place all the risk on the brand /corporate partner anytime in the foreseeable future.
There are many new methods being touted for measuring ROI. What do you offer or use that’s different?
We develop customized evaluation and measurement tools based upon our clients brand positioning/category, business goals and objectives, consumer/business targets, internal/external data assessment and priority markets. What’s different is our depth of assessment and on-going measurement into a “top 20/bottom 10” analysis conducted on an annual basis.
What do you see in terms of the sports sponsorship marketplace over the next 12 months?
Over the next 12 months, I see a re-emergence and increased investment by brand s looking at alternative mediums/channels vs. traditional media to engage their consumer/business targets and sponsorship will benefit with increased investment. Brand marketers are beginning to understand the power of emotion and are being challenged to optimize budgets, so emotional platforms like music, sports, tv/film, entertainment and cause will grow exponentially in the next 5-10 years vs. traditional media/messaging channels.
What are the growth categories?
I don’t necessarily see the emergence of a multitude of new growth categories on the horizon but I do see traditional categories hit hard by the downturn in the economy looking to get back into “the game” and begin re-investing both nationally and internationally over the next 3-5 years.