Monday Morning Marketing: Saluting Sponsors

Account Coordinator Garrett Berberich’s weekend observations:

After working on the coordination of our client’s title sponsorships of four holiday events across the country, I find myself noticing and appreciating once-overlooked details of these kinds of agreements. Whether it’s a sporting event broadcast, a restaurant promotion or the lighting ceremony for our local holiday celebration, I have suddenly noticed all the businesses and organizations promoted through a sponsor relationship.

This past weekend, I was struck by the names and logos conveniently dropped into the broadcasts of some Sunday sports. The Chevrolet intermission report of the New York Ranger game and the Bud Light Halftime Show of the Baltimore Ravens game drew my knowing nod for the effort required to manage those sponsorship agreements.

Rather than thinking about how well a Chevy must drive, or how refreshing a Bud Light must be, I was thinking about how many emails, phone calls, messages and spreadsheets it took to coordinate each sponsorship deliverable. Rather than change the channel or ignore these mentions, I was jotting down notes with ideas for ways to apply that kind of exposure to our clients.

Sponsorship organizers, this is my salute to you. No longer does your effort go unnoticed.

Now, what was I saying about that Bud Light?