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The Beatles once sang that money can’t buy you love. However, spent in the right way, and on the right thing, it would seem it can buy you the attention and potentially even adoration of thousands, nay millions, of people around the world.
How? Sponsorship.
Once the process of getting your logo on a shirt, today it’s all about stadiums, series, songs, influencers, even causes. Sponsorship is now a critical, strategic marcomms channel — used for everything from encouraging engagement, to winning hearts, as well as burying some frankly dodgy reputational baggage. Allegedly.
It is perhaps no surprise then that last year in the UK alone, £4.6bn was spent on sponsorship, up 10% on 2023, with this year looking like it will enjoy similar healthy growth.
So what is sponsorship and how does it work? Where are the opportunities, the traps and how can you tell the difference? What is the role for us corporate communicators, especially if and when things go south it’s us that has to rush around with the dustpan and brush? We’ll look at examples that made headlines, ones that built empires, and a few that made us bury our heads in our branded tote bags.
This time, Apella Advisors partners Andrew Brown and Matt Young chat through the challenges. benefits and failures of this ever growing part of the industry.
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