When Sponsorships End

Thursday, August 06, 2009

Yesterday the Associated Press reported that Buick, a General Motors brand, ended its 50-year sponsorship of PGA Tour golf events because of its restructuring out of bankruptcy. While certainly this will be a blow to PGA, at least temporarily until new sponsors are acquired, it's also a tremendous blow to Buick.

We don't always think about the loss from the corporate perspective, and we should. Corporations develop equity in the events they sponsor, and this equity serves an important role in the brand's overall marketing function.

How are you and your sponsors developing equity in your events?

Posted by Gail Bower on Thursday, August 06, 2009 in Corporate sponsors, Corporate sponsorship, Events, Festivals, Marketing, Sports, Strategy | Permalink

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Who is Gail Bower?

Gail Bower is president of Bower & Co. Consulting LLC, a firm that specializes in dramatically raising the visibility, revenue, and impact of non-profit organizations. She’s a professional consultant, writer, and speaker, with more than 20 years of experience managing some of the country’s most important events, festivals and sponsorships and implementing marketing programs for clients. Launched in 1987, today Bower & Co. improves the effectiveness and results of clients’ marketing, events, and corporate sponsorship programs.

How to Jump-Start Your Sponsorship Strategy

Gail Bower's New Guidebook
Does the recent economic upheaval that sent seismic shifts through our culture have you wondering what to do next with your sponsorship development efforts? Marketing and sponsorship specialist Gail Bower wrote this short guidebook for you. Get the confidence, perspective, and techniques you need to jump-start your sponsorship strategy today. “A professional GPS system to keep you on a successful track.” - Steven Wood Schmader, CFEE, President & CEO International Festivals & Events Association (IFEA World)

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Thursday, August 06, 2009