The sign of too many logos...

Is what we call “sponsorship” becoming too pervasive?

While I think sponsorship marketing is still a fledgling discipline, the way in which it’s currently being used is becoming pervasive….even to me.

But, when I tell people what I do – and I still get this quizzical look. I mean, sponsor logo's are EVERYWHERE.

That’s when I’m reminded that sponsorship has become so omnipresent, the general population has become immune to its existence. And, study after study points to the fact that as sponsorship becomes a permanent feature with properties, the use of benign activities like placing logos as the only property activation point is ruining our profession.

The property rights holders providing proposals to potential sponsors around on field signage, and pricing the different sizes of signage around the arena as options – please STOP. If you want to sell billboards – get into the away from home advertising industry – but stop calling yourself sponsorship marketing professionals.

As a discipline, it’s imperative that we start providing opportunities that fully integrate partners into our properties and the experiences our properties provide for our audiences. We need to insist that sponsors leverage their relationship with us in order for everyone, especially our audience, to gain the most from it. As a property, you’re the vehicle that companies use to promote and sell their brands. But, the rights fees also need to include creating an integrated relationship that the sponsor uses to enhance our audience experiences.

A logo on a sign in the stadium, or in a TV ad, and calling that “sponsorship” does not enhance the experience for our audience. In fact, it doesn’t do anything except line your pocket. And if it doesn’t do anything for anybody except put money in your property – then it really doesn’t do any of us any good.