Sponsorship, now there's a thing.
So there I was, a few years back, sitting (rather appropriately) with a bunch of very important clients in the VIP area of an exclusive club in Ibiza.
The music was pounding, the lights were flashing and the roof was raising.
The crowd was a heaving mass of sweaty bodies.
As one with the music.
And there we were.
In our executive loafers.
Behind the velvet rope.
Watching the party rather than getting involved.
My clients were confused.
"Why isn’t anyone joining us up here.
We’re the sponsors after all?”
The reason was clear.
It would be like dancing with the boss.
If you’re going to get involved in any kind of sports or entertainment property, you need to make sure that everyone knows you’re its number one fan.
You’ve committed the team’s scores to memory.
You can name every player past and present
You know every lyric of every song.
And you’re not ashamed to sing along at the top of your voice.
Brands can’t stay in the VIP area.
You need to get dirty in the mosh pit.
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