Think about the content distribution we see via broadband, cable, mobile, satellite radio, video on demand, etc. All operators need access to quality content to differentiate themselves and quantity to fill the 24/7 demands of their audience.
We are living through three major trends involving sponsorship media content:
1. Mobile phone operators looking to deliver real-time content and video- at&t – access to NBC Universal Olympic coverage, Sprint – NFL Combine; Verizon – broadcasts of selected concerts on V-Cast, etc. 
2. Premium Outlets – Satellite Radio and Cable creating exclusive access for music and sporting events. Live broadcast, on-site interviews, unique formats and exposure. 
3. Vertical Networks – Sports properties are gaining greater control of brand, customers and content 24/7 & 365 days by establishing their own networks – MLB, NBA, NFL, NHL, Universal Sports, USOC. Beyond traditional and digital media content, sponsors have access to a volume of other ‘content’ that can further leverage the relationship; draw customers back to them and further link the mutual values of the brand with the property.
By their very nature, sponsorship properties generate interest, awareness and passion. That’s why so many marketers turn to them. Rather than interrupting customer lives, sponsorship allows a brand to insert itself IN the customer’s life story, because it is something they personally care about. That doesn’t mean you merely slap logos all over your mar-com materials, website etc. Rather, it affords you an opportunity to creating a meaningful connection between the property and your brand, and ultimately to the customer.
One ripe and underused asset is the opportunity to use the normal flow of information, images and news. But the real gem is the potential to create exclusive content, access, information, or other benefits. This provides a treasure trove of assets that can be leveraged in advertising, direct marketing, retail promotion, channel marketing, PR, web content and more. Sponsorship also provides a natural and appropriate centralized thematic for all marketing and sales efforts, which allows the business to have a cohesive message and look in the marketplace.
When the sponsorship includes a role as a supplier of your product, the stories you can tell are so much more valuable. Through authentic and genuine stories, you can personalize the brand with fans. For B2B sponsors, the opportunity goes further, affording the use of the event as a large showcasing tool. It also provides rich and valuable content for technical marketing (case studies, testimonials, and white-papers) and provides fodder for a stream of communication over an extended marketing calendar.
As always with sponsorship, the key to achieving the full potential is not stopping at the easy, obvious activities. To truly differentiate yourself requires some added digging and creativity. It may not be rocket science, but it ‘ain’t’ easy or everyone would be doing it.
Marketing Leverage LLC has experience in utilization of sponsorship content across properties such as – F1 racing, FIFA World Cup, MLB teams, NBA, NHL teams, USOC, US Soccer among others for B2B and B2C brands.
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