Lumency

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands

Category endemicity is an important consideration when thinking about the properties you have, or may add to, your sponsorship portfolio. It is especially important when you are thinking about activation planning across your portfolio. To learn more about category endemicity and how it plays a role in the effectiveness of your sponsorships, check out the article linked below! https://lnkd.in/gp7gw7bb

In an era marked by rapid technological transformation and shifting consumer expectations, marketers are facing unprecedented challenges. In our latest article, we break down the ins-and-outs of our invaluable process that helps brands make the most of their sponsorship spend - the 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗣𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝗛𝗲𝗮𝗹𝘁𝗵 𝗖𝗵𝗲𝗰𝗸. #Sponsorship #Brands

Unique Selling Propositions in Sponsorship “We really suggest leaning into USPs, your unique selling propositions, because at the end of the day, you need to be relevant to the audience and enhancing that overall experience.” #sponsorship #sponsorshipstrategy #USP Ryan Dunnigan

𝗪𝗶𝘁𝗵 𝘁𝗵𝗲 𝗿𝗲𝗰𝗲𝗻𝘁 𝗽𝘂𝗰𝗸 𝗱𝗿𝗼𝗽 𝗼𝗻 𝘁𝗵𝗲 𝟮𝟬𝟮𝟰-𝟮𝟬𝟮𝟱 𝗡𝗛𝗟 𝘀𝗲𝗮𝘀𝗼𝗻, 𝗔𝗺𝗮𝘇𝗼𝗻 𝗵𝗮𝘀 𝗺𝗮𝗱𝗲 𝗶𝘁𝘀 𝗽𝗿𝗲𝘀𝗲𝗻𝗰𝗲 𝗳𝗲𝗹𝘁. First with an Amazon original content series called ‘NHL Face-off’, a behind the scenes look at high profile players and personalities and then by also broadcasting Monday night games across the Amazon Prime platform. With both the National Hockey League (NHL) broadcast deal and NHLPA agreements are set to renew in the next 24 months, this presents a timely opportunity for the league, teams, players and sponsors to re-envision how the sport is brought to life and the revenue streams attached to it. Drive to Survive, a Netflix original content series helped to drive an increase in viewers, fan base, team valuations and media rights deals – the last of which is estimated to be around $75MM USD annually from 2023-2026 v. $5MM USD in 2019. With that success and impact on the sport, it’s easy to see why the NHL saw value in exploring this opportunity with Amazon. From a broadcast perspective, hockey fans from all corners of the rink have come out to express their support for a fresh new, fan-focused view of the game. Less ads, more focus on the game, new voices, new sounds from the game have all come up as positives after two weeks. Those involved in the game hope to see the same impact that F1 saw – new fans tuning in, more access to players (exciting for fans considering the historically conservative nature of the players and teams), fresh perspectives and more uninterrupted viewing. In 2023, Rogers Communications paid $5.2B USD for the NHL broadcast rights which was a game-changer for the NHL. With the latest value of the National Basketball Association (NBA), National Football League (NFL) and Major League Baseball (MLB) broadcast deals, combined with the platforms content channels, a future agreement with Amazon could mean the league, its players, and its sponsors will see monetary values reach even higher levels and hopefully bring the game to a truly global audience.

The future of marketing is fast, data-driven, and more collaborative than ever. As brand teams go lean and agile, marketers who master AI, data insights, and omnichannel strategy will lead the way. From personalization to cross-functional teamwork, discover what it takes to be a future-ready marketer who delivers impact at every touchpoint. Learn more about this in our latest article here 👇

𝗨𝗻𝗹𝗼𝗰𝗸 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝘀𝗺𝗮𝗿𝘁𝗲𝗿 𝘀𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽𝘀! In our latest video, we break down the five key levers that shape deal structure and drive sponsorship value. From base rights fees to variable compensation, learn how to maximize your investment while managing costs and risk. #Sponsorship #Strategy #Brands #Deals

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands

The two most valuable assets that a property or rights holder provides a sponsoring brand are intellectual property (IP) rights and data. IP rights deliver borrowed imagery and associative benefits to the sponsoring brand. These associative benefits and borrowed imagery can build brand equity for the sponsor’s brand but can also sometimes erode it. To learn more about Lumency's approach to reputational risk in sponsorship, check out the article linked below! https://lnkd.in/g994zBqm

Historic WNBA Finals Marks a Defining Moment for Women's Sports This past Sunday, the New York Liberty claimed their first-ever WNBA championship, ending a 28-year wait with a thrilling victory in front of a sold-out Barclays Center in Brooklyn. Competing head-to-head with Sunday Night Football and Game 6 of the NLCS, the Liberty vs. Minnesota Lynx matchup still captivated attention, making it feel like the moment for women’s sports. With entertainment icons like Spike Lee and Jason Sudeikis in attendance and plenty of other major celebrities chiming in online, the WNBA finals reached a mainstream audience like never before. Despite controversy surrounding the officiating in the final moments – Lynx head coach Cheryl Reeve called the game “stolen” due to key calls going in the Liberty’s favour – the online response was electric. Social media erupted, with basketball fans and pundits alike passionately debating the result.     But beyond the game’s outcome, this night solidified a major shift: women’s sports were at the centre of conversation. While the Dodgers clinched a trip to the World Series and Russell Wilson made his triumphant return to football, everyone still seemed to be talking about Game 5.     The WNBA has experienced a surge in interest this season, boasted a record-breaking 54 million unique viewers for the regular season. The rise in viewership is due to a combination of the league’s immense star power, the arrival of global sensation Caitlin Clark, and the overall quality of play. In 2025, the WNBA Finals will expand to a best-of-seven format and after Sunday night’s masterpiece, thank goodness for that.