The Internet is obviously a major consumer engagement point for sports and entertainment and huge benefit value for sponsors. The ISC often researches Web sites and the positioning of sponsors. An alarming situation that plagues our industry is the omission of title sponsors from their respective properties. There is a mixed sentiment within media on whether to include title sponsors. In recent conversations with major media, the ISC was told “our media company does not participate in the economics of the deal, so if we don’t benefit from the sponsorship… we won’t include sponsor”, “the public doesn’t care about sponsors”, “including the sponsor makes the reading appear clunky” and “if we included one, we would have to include them all”.

Depositioning a sponsor is harmful to all sponsors. It creates the perception that sponsors are a necessary evil…only there as a check book. This is one example of why industry must do a better job at consistently protecting sponsor interests. Sponsors are under increasing pressure to deliver ROI measurements and justify the resources committed to sponsorships.

The three BCS sponsors (Allstate, FedEx and Tostitos) do a fantastic job with their BCS sponsorships. They deserve and have paid to be listed by media as the title sponsor. In fact, I would argue that they are part of the intellectual property created by the Bowl (see sponsors inclusion in Bowl logos). Look at the updated charts on Bowls published by online media and you will see what I mean regarding omission. The irony is that these online media companies make their revenue through advertising and sponsorships professing to be a safehaven for brand messaging, yet they are definitely not brand friendly.

It is up to sponsors to collaborate to protect their collective interests. The digital age has created hardships for the protection of intellectual property. Brands are losing control and some say ‘let it ride, don’t fight it”. Consumer continue to “be in control” of the creation and distribution of content. We better get a handle on it now.