Our Opinions

Brand experience or corporate turn-off?

Brands need to prioritise consumer insight to unlock the true potential of sponsorship
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The World Is Not Enough

Why Cumulative Audiences Don't Add Up
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Avoiding Divorce

The Redmandarin Guide to a Successful Sponsorship Marriage
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A View From The Inside

Sponsorship continues to grow at a faster pace than all other marketing channels, read to find out our views as to why?
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Why Do It

The question your senior executives always ask
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Virtual Olympians

New media is likely to revolutionise the way we consume sport, but how ready are the IOC to embrace this evolution?
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Message Segmentation in Sponsorship

One Message Doesn't Fit All
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Effective B2B Sponsorship

How can you determine how your customers view your B2B sponsorships?
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Why Sponsorships Fail

Top Ten Reasons Why Sponsorship Fail
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Sponsorship Fire-sales

Redmandarin explores the recent explosion of last minute fire-sales for rights and the potential impact on the greater value of sponsorship
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Media value is one of the most widely used measures of sponsorship value, but this measure is arguably flawed. Does this add credibility to the industry, or breed cynicism amongst the major practitioners?
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The Ethics of the Ambush

Ambush marketing is a feature of many events. At the 1998 World Cup over two-thirds of British consumers failed to recognise or mis-identified the Official World Cup Sponsors (source: Marketing Week July 1998). Is this savvy marketing or unethical business practice that confuses the consumer?
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The Olympics and Sponsorship

The enhancement of brand values is often cited as a major attribute of sponsorship. But what happens when the once glossy image of a rights holder loses it's shine? We look at the Olympics as a prime example of recent times...
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Focus On The Football Fan

Sponsorship is no longer about accountability and the right deal at the right price; the future will be about relevance, creativity in execution, long-term partnerships, integrated campaigns, added value from rights holders to sponsors, and the fans
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