Sponsorship was once viewed as something of a badging opportunity, in particular within the broadcast arena where a brand ident might top and tail an ad break and little more.
But sponsorship opportunities have evolved to become so much more creative these days. This is in no small way thanks to the fact that digital technology now allows for clever sponsorship activity to span many channels, from social to mobile and video. It’s no co-incidence that we now see an increasing number of brands increasing their investment in sponsorship and a growing number of creative agencies take an interest not just in shooting a brand’s ad, but in being part of the creative process behind their broadcast sponsorship activity too.
There are still brands that treat sponsorship activity with an attitude of ‘slap a badge on something – job done’, and some that will snap up distressed inventory at the last minute because it is going cheap. But clever brands are the ones thinking of the bigger picture – that is to consider how a sponsorship opportunity can really amplify a brand’s message to its target audience.
The brand new sponsorship by Morrisons of Ant and Dec’s Saturday Night Takeaway is a great example of modern sponsorship that takes the concept way beyond the idea of simply badging a show. As part of the deal, Morrisons will sponsor other shows fronted by the duo, and see the stars appear in their own ads.
This arrangement is all about the brand viewing their sponsorship arrangement as an actual partnership, and fostering a deeper relationship which sees the ‘celebrity’ element embedded right within the core of the brand message. It will be interesting to see whether the relationship with Ant and Dec will travel in-store at some point, or transgress to live point of sale at Morrisons events.
Pete Davis from @getmemedia gives insight on sponsorship & ‘how the nature of the game is changing’. Read more here:
— Getmemedia.com (@Getmemedia) May 16, 2013