Years later, people still quote the line in a commercial that essentially asked, “It’s 11:00 p.m., do you know where your kids are?” Today, that same question might be asked about the assets at most sports sponsorship events. If you are managing an important event for a sponsor, can you quickly tell what assets you have at that venue, what their activation status is and what other non-venue-specific assets you may want to activate for that event? Can you view photos to confirm status? Beyond activation, can you see and update the value of the assets and combine data on event performance with data on asset value in your contract files for use in negotiations with the property?
When we started building Sponsor Locker, our integrated cloud-based sponsorship management platform, several years ago, one of our ideas was to allow users to easily link their sponsorship assets with the events where those assets are used. To do this, we added geolocation data for major venues and enabled our users to designate whether an asset was venue-specific, tied to multiple venues or not related to any venue. We also enabled users to view and select the games, races or other special or regular events where particular venue-specific assets would be used, allowing the selected assets to be tied, for example, to all home games or only to a few specific games.
With these features, Sponsor Locker users can see a map of all of the events where they have assets and which assets are located at the applicable venue. They can also view a calendar of the events where they have assets, with the events color-coded by property. By simply clicking on the applicable map location or calendar entry, they can drill down to see detailed activation requirements, creative specs, tasks, photos, and documents relating to the individual asset or event.
It’s pretty neat. The question, of course, is why does linking assets and events add value to sponsors and their agencies. Our Sponsor Locker users report several benefits:
Improve activation planning. With the continuing increase in asset and activation costs and guest expectations of ever more exciting event experiences, activation planning for events and related assets is becoming more and more important. Knowing which assets are relevant from the earliest walk through maximizes planning time and improves execution.
Get what you paid for. It’s surprisingly easy to overlook available assets when planning an event. You paid good money for those assets and for the related event. Linking venue-specific assets to the event also improves your ability to leverage and tailor those assets to optimize the value and impact of the event.
See the big picture. You can’t manage what you don’t see. Whether you use map view to see assets located at nearby venues or calendar view to see other events where the same assets can be deployed, linking assets to events will help you drive maximum value from those assets and events. This can be especially helpful on multi-venue college campuses.
Confirm activation status. Once you know what assets are at or near the event, it’s easy to upload photos confirming activation status—or have your team partner or rights holder do it for you.
Avoid embarrassment. Few things are more embarrassing than having one of your senior executives attend an event and find assets that have been overlooked in planning the event. Perhaps the only thing worse is to find that the creative for the overlooked asset is still using an old logo or tagline.
Create better analytics. Linking assets and events allows you to combine relevant analytics to maximize the information you have available to assess property relationships and improve decisions on portfolio mix. This combined data can be especially valuable when you are using custom multi-factor analytics, tailored to the specific needs of your business, in your partnership assessments.
Document history. By linking assets with events, you can pull up the history of how the assets were activated across prior events at the same venue. You can also see how similar assets were used at other venues.