First published in SportBusiness Magazine
The current model of the sponsorship industry was spawned by media sales, driven by the entrepreneurial realisation that the aggregated exposure available through major events had sizeable commercial value.
Everything else is post-rationalisation. I say this so clearly because of the huge absence of vision and any clear articulation by the sponsorship industry of what it represents.
The experiential movement, by comparison, comes from a vision which aspires a depth of engagement with consumers beyond what is achievable in 2D. And this vision is articulated passionately and intelligently by agencies, predominantly in the US, for which Jack Morton is rightfully the spokesperson.