It’s easy to become enamored by the assets of a sponsorship property. Their marks have a certain luster, the digital signage really “pops” and those thousands of Facebook and Twitter followers offer incredible potential.
It’s all nearly hypnotic. But before you start falling into a deep, deep sleep, wake up and remember it’s not about the assets. Sponsorships are about outcomes.
There is a litany of important outcomes we could highlight, but three are especially relevant to a brand’s overall sponsorship success:
1. Connect to emotion,
2. Deliver meaningfully engagement, and
3. Create distinction.