The sponsor’s view of an athlete endorsement
Finally, the time will arrive for all the sponsorship activation plans to become reality. For the majority of athletes this will be a completely new experience and, in certain areas of activation, quite possible the only time they’ll do it. The athlete needs to know what he is letting himself in for; the sponsor (and by extension, its advertising or event management agency) needs to be mindful of his subject. Activation is never a simple process and can be fraught with danger and obstacles. Meticulous planning is needed. The cardinal sin is to rest on your laurels and expect certain things just to fall in place on the day of activation. But when done professionally the results of a successful sponsorship activation plan will catapult the sponsor’s brand and the athlete’s image into the consciousness of the target audience in ways that pure advertising cannot. The athlete’s buy-in and level… Continue reading