It has been a whole year since the world shut down because of the pandemic.

The plights of rights holders and brands is well documented. Often forgotten in the sponsorship conversation, however, is the third side, the agencies; the ones working between rights holders and brands to activate the biggest sponsorship deals in the world.

There are some amazing minds in the agency world who are not always bound by the hierarchy and bureaucracy often found in rights holders and brands. Agencies can start with a blank whiteboard and work on ideas and solutions; some of which find their way into sponsorship deals, and the industry is better for it.

That’s why, in this episode, we wanted to check in with one of the world’s great agencies, PRISM, and find out how they’ve pushed through COVID, their learnings, their successes, and how they are moving forward a year after it all started.

As such, in this episode, we welcome Shannan Quinn, Managing Director at PRISM. You can learn more about PRISM, and their work, on their website, and you can connect with Shannan on LinkedIn.

Also joining the show is Daniel Collier-Hill, KORE’s Commercial Director – APAC, who discusses his latest blog, The Shift in Assets.

Enjoy and don’t forget to subscribe on your favourite podcasting platform!

As an ever-present Premier League team, Arsenal are a global brand and, while current results are not favorable, they are one of the big six English football clubs, boasting a sponsorship portfolio with some of the world’s most recognizable brands including Adidas, Cadbury, Intel, and Lavazza.

Arsenal is just like every other team around the world as they responded to the pandemic, welcomed football back, welcomed some fans back, and then the ever-changing environment and the rules and regulations that come with it.

Right in the middle of Arsenal’s great sponsorship team is Alice Larkworthy, Senior Partner Services Manager. Alice joins us to take us inside Arsenal FC’s corporate partner’s program.

Also joining the show is Noelle Fanella, Product Manager at KORE Software, who discusses her blog, Brand Sponsors, Take Full Advantage Of Your Hospitality Perks. 

Enjoy and don’t forget to subscribe on your favorite podcasting platform.

Despite the challenges of 2020, it was still a great year filled with lots of amazing chats with sponsorship professionals from all over the world.

As always, we’ve wrapped up the year and re-visited the 13 episodes of Inside Sponsorship in 2020. You might have seen on social media that, for each show, we pull out a 30-45 second snippet and turn it into a video to help whet your appetite. As such, we’ve gone back and pulled the full question and answer, for that snippet, and created a best of 2020 show for you.

Enjoy and don’t forget to subscribe on your favorite podcasting platform

Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools available, expression can come in any form and inspiration can come from anywhere.

Research from M&C Saatchi Intelligence identified that interest areas that were traditionally considered hobbies, including fashion, food, beauty, health, and wellbeing, have exploded into passion areas and have identified this trend as hyper-passions.

It sounds an obvious and simple enough opportunity for brands. However, it also sounds fraught with danger.

How do big brands, with big budgets, weave themselves through the hyper-passions and sub-cultures of the world which have long been guarded by the passionate members themselves? 

These hyper-passions are highly nuanced, a point that should not be lost on brands, agencies and rights holders. How would, and how will, those with hyper-passions, respond to corporate involvement? 

That remains to be seen but what is undeniable is the opportunity in front of brands to connect with their target markets through their hyper-passions. 

While it can be lucrative, all involved are looking to help enable and enhance hyper-passions as opposed to simply hijacking them for corporate outcomes.

It is an intriguing scenario to say the least and joining the show to discuss M&C Saatchi’s work around hyper-passions, is Luke Haynes, Group Account Director at M&C Saatchi Sport & Entertainment – Australia.

Find out more about M&C Saatchi’s dedicated agency, Fabric, here, as well as connect with Luke on LinkedIn.

Also joining the show is Daniel Collier-Hill, KORE’s Commercial Director – APAC, who discusses his latest blog, What Type of Report Will Have the Most Impact on Sponsorship Strategy in 2021.

Enjoy and don’t forget to subscribe on your favorite podcasting platform!

Data, measurement, and most importantly, the insights and what we do with them, is something that is driving the sponsorship industry.

In a world where we are so connected, 24/7, globally, and with so many data capture points, the power that can be unlocked is immense. Interestingly though, what brands ultimately want to achieve through sponsorship, and increasingly data-driven sponsorships, hasn’t changed – they want more sales. That is always the end game.

Social media has long been a big player, but this year, with people suddenly restricted in movement, and less sports content to consume, social and other digital platforms suddenly accelerated.

Scott Tilton, CEO at Hookit, joins the show to discuss sponsorship data and takes us inside their whitepaper, Chasing Sponsorship Value – An Inside Look At The Top Brands In Sports, How They Got There, And What They Could Do Even Better.

Be sure to visit hookit.com to find out more about their work, download the whitepaper here, and connect with Scott on LinkedIn.

Also joining the show is Daniel Collier-Hill, KORE’s Commercial Director – APAC, who discusses his latest blog, Unlocking Sponsorship Data And Beginning To Use It More. 

Enjoy and don’t forget to subscribe on your favorite podcasting platform!