For brands seeking increased awareness, title sponsorship can provide high value if the brand’s positioning is maximized. We’ve seen an increase of properties that are selling sponsorships as “Title” sponsorships, but are really “Presenting” sponsorships. Just because the brand is included with the name of the event, doesn’t mean it is in the name of the event. An example is “Evergreen Tennis Challenge presented by BrandX”. An example of a title sponsorship would be “BrandX Evergreen Tennis Championship” or better, “BrandX Tennis Championship”. Consideration needs to be taken if you deleting the historic name of the event, but brands attached to an existing name will often be left out of the mentions and consciousness by media and of consumers thus reducing the value offering. The positioning of a “Presenting” sponsorship as a “Title” sponsorship diminishes the value of the offering by ignoring the needs of the sponsor.

This entry was posted on Wednesday, June 30th, 2010 at 1:40 pm and is filed under Packaging sponsorships. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.