One Day, All Of This Will Be Yours

Following on from yesterday's thought.
For me when it comes to sponsorship, there’s a tendency for brands to feel that they own the experience outright.
Nothing could be further from the truth.
You know that old saying about the fact that we don’t own the Earth, we just borrow it from our children?
It’s a little like that.
Plastering your name on an event, concert or sports team doesn’t give you the keys to the kingdom.
It just gives you temporary access to the janitor’s closet.
Think of your role in terms of the curator of a museum.
You’re safeguarding the exhibits and ensuring that they’re around for countless future generations to enjoy.
If you’re lucky, they’ll stick your name on a plaque in one of the wings.
And don’t forget to visit the giftshop on your way out.

Everybody Dance Now

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.

That’s how all the other fans will know you’re one of them