Redmandarin is defining the future of sponsorship; providing board-level consultancy and creating effective campaigns for the world’s leading blue-chip brands since 1999.
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The Red Thread
The monthly e-newsletter from Redmandarin with our latest opinions and resources...
There is a growing body of research into sponsorship, especially into the factors relating to consumer purchasing decisions. Although an internal dimension to sponsorship is widely acknowledged, there has been very little research into its organisational impact.
The sponsorship industry sells on its power to make people feel and behave differently towards brands and this research confirms the process by which this happens. So the next time someone tries to sell you passion, tell them it’s all about the affect heuristic.
Mobilising the 12th man, a case study of C. S Hammam-Lif from 2013, is a shining example of technology’s true potential, how football passion helped overcome political and social restraints and the importance of understanding your audience.