This article is by Britt Peterson, director of growth strategy at Cole & Weber United
There’s been a lot of discussion around what brands succeeded during the Olympics. Who made the most of their affiliation? What sponsors “won?” But moreover, it’s started a discussion around whether or not sponsorship is really worth it.
Overall, I’m a believer that just sponsoring an event – while nice – doesn’t add much to a brand. A logo here or there may add some credibility, but it doesn’t further people’s involvement with you. Activating that affiliation is what’s important. When a brand is able to create an active connection between its brand promise and the purpose of the event, magic happens...
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Attachment Britt Forbes-1.pdf