There is an article in today’s Wall Street Journal that discusses the NFL’s new sponsorship deal with Proctor & Gamble. This is a new direction for the NFL. They realize their traditional sponsor/partners can no longer be counted on. How can we learn from this?
All of us that sell sponsorships for our venues, shows, or events know that sponsorships have taken a huge hit in this recession. Most of our sponsors have taken a second look at their deals. In many cases they have decided to cut back or cut out sponsor deals all together. We need to think outside the box just the like the NFL.
By cutting a deal with P&G, the NFL is expanding all their partner options. P&G has lots of different products that could be used. In one example they have created “Official Locker Room” products. These include Old Spice, Head & Shoulders, and Febreze. I think this is great! They are taking sponsorship into the locker room. The tie-in fits and the customer can relate. This is a win-win.
As we go forward, we should look to companies that have multiple products that will work for your brand. Working with several products from a single source will make your job a lot easier. Create your ticket campaigns around these products. Re-think where you could add partner opportunities. Go for non-traditional options. Make them a true partner and promote each others brands. Don’t make it just about signage. That is so 1990′s!