Should properties only accept sponsors whose brand images align exactly with their values? Last week, the London Assembly gave their answer: when it comes to the Olympics, absolutely. At their most recent meeting, the governmental body called for a ban on Olympic “junk food” sponsors — McDonald’s, Coca-Cola, Cadbury, and Heineken were called out specifically … Continued
High-profile events (think the Daytona 500, big music festivals, or the Olympics) are obvious opportunities for sponsorship engagement. But, perhaps less obviously, we think brand engagement at a local level can be just as valuable, if not more so. Case in point: recently, we headed to our local Home Depot to pick up our spring … Continued
It’s our #1 marketing pet peeve, but we see them everywhere: heavily branded VIP areas. You’ve probably spotted them at a sporting event or outdoor concert — inviting, branded, roped-off VIP areas that are more often than not guarded by security personnel. It may seem like a move that makes a brand seem special or … Continued
The Performance Research team was conducting research at the NCAA Men’s Lacrosse Finals’ Fan Fest area at Gillette Stadium recently. Lacrosse fans seemed to be having a blast at all of the different fan areas and activations. It was one of the more diverse fan zones we’ve seen, with live … Continued