There has been an interesting new development in North American sponsorship, that was brought to my attention via a Tweet from sponsorpitch. In NASCAR, it appears that there has been a major trend towards large stores sponsoring teams. In turn, stores are engaging their vendors in the deals, giving these organisations exposure in return for a contribution to the expense of the sponsorship deal:
http://www.examiner.com/x-1617-Detroit-NASCAR-Examiner~y2009m9d5-The-new-trend-in-NASCAR-sponsorship
Is this development likely to spread, both in the US and elsewhere? In the immediate post-recession era, is this a cost-effective way for some companies to engage in sponsorship deals? In what other ways might such deals be important for both the retailer (in other words, the senior partner) and the vendor (the junior partner)? Is the development to be celebrated as it potentially introduces new sponsors to sport? What might be some of the management challenges facing both parties? Is it a form of strategic collaboration? If so, how should the marriage be managed to ensure that both parties benefit? In the future, should we expect to see Debenhams sponsored sports, with Ben Sherman, Jasper Conran and Jeff Banks as vendor sponsors? Interesting collection of names - but just how easy would it be to engage them, manage them and keep them all happy?
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