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The Next Level at SponsorPark

by Emily Taylor
29 02 2012

We’ve got some exciting stuff going on over here. I’m honestly bursting at the seams to tell you all about it too.  The last several months our team has been meeting about how we can take SponsorPark to the next level.  We’re asking questions like, what do our customer’s want?   How can we add value to the experience of sponsorship opportunity reps and sponsors?  How can we get more measurable and effective with our reporting?  What does the next level of service and value look like?  Well, we’ve been answering those questions, developing the site to reflect those items, and in a matter of days, you’re about to see some added value to your experience with us.

One big piece to this next level is SponsorPark’s merger with Pinpoint; a sponsorship marketing evaluation firm founded by David Rachell.  Pinpoint has a real strength of service with sponsors, and with this merger sponsors will have an even more effective method of evaluating the most appropriate sponsorship opportunities based on their goals and objectives; and the sponsorship opportunities listed on SponsorPark are going to have even more sponsors seriously evaluating their proposals.  With the merger we will have new talent communicating with our members, and we’re hiring for additional positions.  So we’re ready to work even harder for our clients.

And there’s more.

We’re swimming in ideas for site improvements, and some of those ideas we’re not quite ready to talk about, but for starters, here’s a handful of changes you’re going to see very soon:

  • A total site proposal clean up.  Long story short is that there are quite a few proposals that reflect a time period that has come and gone.  We’re ready to declutter.  We’re going to make sure that we give all clients a heads up when their proposal is about to expire, and give the opportunity to make the necessary edits to reflect a current listing.  But no matter what, if you see a proposal on SponsorPark, it will be current; making SponsorPark an even more valuable and relevant place for sponsors to check you out.
  • Proposal reviews: not only do we want to give clients an easier way to review how many reviews their proposal has seen, but we want to make sure those reviews are more trackable. We also want to protect our client’s privacy, so that not just anyone visiting the SponsorPark website can take a look at your proposal.  We’re rolling out some enhancements that will meet all of those needs – stay tuned!
  • A more diverse blog perspective: you’ve heard a lot from me and from Stephanie.  While the blog has been highlighted from various other experts as a go-to sponsorship best practice must read; we want to make it even better.  We believe the best way to do that is to hear from other professionals with other areas of expertise within the industry.  So we’ll be posting some blogs with varying authors to improve a diverse perspective.

Our commitment and deep desire is to grow into a place where we’re a leading resource in the industry.  We’re taking big steps to make sure we’re moving into the next level.  It has only been a short few years since March of 2009 when we first launched into our beta test, and we’ve consistently grown leaps and bounds.  We’re ready to plunge forward and become and even more efficient solution for your sponsorship needs.  Needless to say, we’re excited.

Categories:   General | industry happenings | Introductions
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The Perfect Purebred Partner: Pedigree vs. Purina

by Emily Taylor
15 02 2012

I’m a HUGE dog fan.  In fact, I’m currently sitting on my couch with my computer and my beautiful Weimaraner dog. Though 75 lbs of beautiful grey fur, it’s not completely clear which has won the luxury of being in my lap… So when I heard about the sad split of the Westminster and Pedigree, I had to dig deeper.  After 24 years of a solid partnership, they have “broken up.”  That kind of partnership duration feels a bit more like a divorce than a cordial separation, and I can’t help but see Purina as the “younger woman.” 

Even I have to admit though, that there are some good reasons this was a smart move for Westminster.  For one thing, they are clearly highlighting purebred dogs – sort of the “red carpet dogs,” vs. the everyday house pet.  What a perfect play on the target to have Purina step in as the perfect purebred partner.  Pedigree has, through several efforts, defined themselves as a product for all dogs.  For the mutt or the shelter dog; the every-day dog.  This newly distinguished difference in focus makes it clear that the two were going their own separate ways, and perhaps they were not complementing one another’s focus any longer; or maybe just not as well as another partner might do.  Just a guess. And speaking of shelter dogs, Pedigree has had ads out focusing on the topic of adoption, which pulls at your heartstrings over very sad situations.  To animal lovers anywhere, it’s heart wrenching, and apparently Westminster’s primary audiences were tempted to change the channel when they came on, according to an article by Ad Age.  Now, whether or not turning away from a problem that causes you to ache and pretending it’s not there is a good thing or not; ultimately business is business, and Westminster needs to do what it takes to keep their target audience interested in staying tuned and not going anywhere.  I’m also always toting up longevity in sponsorship relationships, especially cause related, but after 24 years, it’s quite possible they maxed out any of the long term benefits of the partnership.  Perhaps fresh and new was what they needed. And who knows, maybe Purina had some ideas and dollars up their sleeve that Westminster couldn’t refuse… but now I’m speculating.

Here’s what’s interesting to me; the split has probably done both parties more good.  It highlights Westminster even more as the exclusive, high society, event that they are really going for; and it brings Pedigree fans running to their side.  Again, according to Ad Age, Pedigree is seeing tremendous support on social media communities for one, and I would imagine; the loyalty to the underdog has only climbed since the unfortunate break up.  It underscores their cause, and it better prepares to align them with partners who have similar visions.  Purebred is not their focus; they have not defined themselves a red carpet exclusive, so why partner with an event that does?

The applicable truth is this: there are times that we all need to take the time to answer some questions: Are you doing what is best for your partner?  Is your partner the best fit for you?  Are you doing everything in your power to support your property/brand in order for it to become the place it was made to be? What would take things to the next level?  These are all questions that we are digging into here at SponsorPark, and we have some really exciting ideas on the horizon which will be implemented sooner than later… on that note, more to come!

Categories:   industry happenings | Sponsorship Valuation | tips
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Spotlight on Sponsorship! “Exhibit IQ Tony Hawk/Rad Science”.

by Stephanie Lochmiller
7 02 2012

As a way to draw increased awareness and attention to some of the standup sponsorship opportunities on our site, we’ve set apart one blog per month to put the “Spotlight on Sponsorship”! If you have a premium level listing on SponsorPark, and would like to have your event featured, please contact [email protected] to submit your event, as we are currently looking to fill our 2012 Spotlight calendar. This month our spotlight shines on the “Exhibit IQ Tony Hawk/Rad Science”.

What is the Exhibit IQ- Tony Hawk/Rad Science all about?

Exhibit IQ produces innovative traveling, special exhibitions, educational programs and events for the world’s leading museums, science centers, zoos, aquariums, libraries, universities, foundations, non-profit organizations, government agencies and corporations.

The goal of every exhibition is to inform, educate and inspire. Exhibit IQ is currently touring the popular forensic entomology exhibit CSI: Crime Scene Insects, Glow: Living Lights on the amazing phenomenon of bioluminescence, our brand new exhibit launched fall of 2011 on human parasites, Eww! What’s Eating You? And now we present Tony Hawk | Rad Science.

Using action sports to demonstrate important principles like gravity, force, momentum, friction, centripetal force and projectile motion, skateboard legend Tony Hawk puts a cool spin on physics in the Tony Hawk | Rad Science exhibition debuting in 2012.

Designed to promote interaction that is more than mere memorization or associating words with a phenomenon, visitors participate in a gallery of experiences to increase their understanding of skateboarding phenomenon through their underlying physics principles – all the while honing the physics skills that are also used to understand how the everyday world works.


What Makes this Opportunity Unique?

Exhibit IQ is a recognized industry leader for creativity, innovation and curatorial excellence. Our exhibit designs are experiential and filled with interactive elements. Because this sponsorship is customizable, interactivity can be designed with the sponsor in mind and can be tailor-made to incorporate sponsor branding not only into the overall look and feel of the exhibit but into individual experiences throughout the exhibit as well. Additionally, the exhibit can set the stage for sponsor-focused events in each specific market and can be activated as much or as little as the sponsor would like as it travels. Tony Hawk | Rad Science will travel to 3 cities per year in mid/major markets for 5 years minimum.


Surviving Sponsorship in a Heated Economy

Sponsorship funding has become harder to find in general, but event organizers are optimistic, as with every city they visit the buzz around their events continues to grow. In order to expand their reach to a wider audience, they’ve partnered with SponsorPark to get their event in front of more potential sponsors.


Preferred Partners?

The ideal partner for Tony Hawk / Rad Science would be one that closely aligns with action sports and the use of physics in their industry. Event organizers see great potential in video game producers to engineering outfits, and other products or brands looking to reach out to a teenage, or tween audience. To learn more about this event visit their SponsorPark listing. http://www.sponsorpark.com/sponsorships/sponsorship-proposal/9170/tony-hawk-rad-science/

Categories:   featured listings
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