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Volume 21 No. 26
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Glimpses into the future of sponsorship from across sports

There’s a trend toward combining consumer passions. Sports fans, music fans, culinary fans and art fans often overlap. Increasingly the right partnerships will be able to satisfy those multiple needs and marry those different kinds of consumer passions.”

Ed Horne, executive vice president, Endeavor, the holding company that includes WME-IMG

The internet has made the local market restrictions around many team and property sponsorships moot and outdated for a while. I wouldn’t be surprised if that whole model gets overhauled.”
Scott Becher, vice president of partnership and loyalty, Carnival Cruise Lines

Since they are already practicing a ‘fewer/bigger’ strategy, large sponsors will own more of their own events. You’ve only seen a little of this so far from the likes of Red Bull and Volvo, but when you are investing as much as it takes at the top of the market, it’d be a head scratcher to not consider that.”
Harlan Stone, managing partner, SJX Partners, and chairman, CSM North America

Given all the things, not just sports, competing for consumers’ time and attention these days, properties have to figure what they stand for as a brand and a business and how that will help decide how much signage they are going to have in ballparks. There’s a ways to go, but I am encouraged that we are heading toward a time of more brand marketing and less sales promotion.”
Meredith Starkey, vice president of sponsorships and events, T-Mobile

We’re headed toward a cross-platform measurement metric. A different measurement model on the value of media will force a new sponsorship model. That will produce some real change.”
Chris Weil, CEO, Momentum Worldwide

Big data is here to stay, and while it’s still difficult to tease out some of the metrics around sponsorships, we will get better at it and that will inevitably influence the value of sports marketing assets.”
Adam Dettman, director of sports and entertainment marketing, MillerCoors

— Compiled by Terry Lefton