Posts Tagged ‘sponsorship’
Tuesday, August 28th, 2012
With so many events and major sponsorship properties developing in the San Francisco Bay Area, it’s a great time for sponsorship marketers and corporate buyers to consider new options. With the recently concluded and highly successful America’s Cup World Series races proving the viability of that property, the year ahead will have an entirely new sports property in the mix, along with new opportunities associated with pro sports, museums, and major celebrations.
Some exciting opportunities to consider include:
- America’s Cup – events in October 2012, then summer and fall of 2013
- 49ers new stadium – opening in 2014
- New Exploratorium science center – opening on the Embarcadero in April 2013
- Bay Bridge re-opening celebration – part of a 2013 Year of the Bay program, opening to take place Labor Day weekend 2013
- Orpheum Theatre naming rights and year-round Broadway series naming – on the market for the first time
- Snow White 75th Anniversary at the Walt Disney Family Museum – November 2012-March 2013, followed by other world class exhibitions
- SF Giants and Oakland A’s post season – MLB is thriving in the Bay Area and it’s not too early to consider sponsorship of the 2013 season
Companies considering exploration and investment in any of these properties can receive expert counsel and an inside perspective from BSS, the regional leaders in major corporate sponsorship development. Give us a call or drop a note to discuss these or other large scale regional opportunities. We negotiate smart, creating strategic, commercial programs to leverage the best sponsorship properties available.
We wish you the best for the rest of the year and for all your sponsorships and events to come.
Tuesday, May 17th, 2011
Big celebrations planned for 2012 to honor iconic structure
We are thrilled to be involved in developing sponsors for the celebration of the Golden Gate Bridge’s 75th Anniversary. The Golden Gate National Parks Conservancy has been contracted to develop a year-long celebration that will include a major festival on Memorial Day weekend 2012, a series of 75 Tributes conducted by high-profile community partners and significant upgrades at the visitor’s area on the south (SF) side of the bridge.
We are working with the Parks Conservancy to develop the sponsors needed to promote and fund these activities. Download the one sheet to learn more about the celebration and the sponsorship opportunities available. Please contact us if your company would be interested in participating and keep checking here for more news.
Friday, October 1st, 2010
A consortium of government, corporate and sporting organizations have joined together to pitch for one of the world’s most prominent sporting events, the America’s Cup yacht race, to be held in the San Francisco Bay in 2013. It would appear that they have learned some valuable lessons from past Olympic bid attempts and have produced a solid initial offer that is receiving substantial media coverage. Some of the key steps taken that should lead to a successful effort are as follows:
- They are coming together from a cohesive front, without loud opposition, which is really saying something for the Bay Area. The organizers, led by the San Francisco Mayor’s office, chose not to bypass environmental reviews that could have led to protests. They have not yet submitted environmental impact reports but will work through a review with key stakeholders during the planning process.
- Land is being offered for use at no cost, with a requirement that capital improvements be made to the piers and surrounding areas that will be used for the races. This will lead to much-needed upgrades of these prized but worn out assets as well as new commercial uses for the surrounding areas.
- An organizing committee led by government officials from all sides of the political spectrum is shaping up. The group includes current and former state and city leaders and other elected officials. This bipartisanship is almost unheard of these days, underscoring the unified front being set forth with the bid.
- Corporate leaders have been engaged, likely galvanized by the leadership of America’s Cup champion and leader of the pack, software magnate Larry Ellison. A consortium of major corporations have reportedly committed to providing support in some form with many details still to be worked out. There is still a great deal of work to be done in structuring and activating sponsorships – there are sure to be over 100 corporate and media partnerships for the event, requiring a lot of organizing and management.
- One trick to this effort taking place in a down economy is the need to make this a socially viable program, worthy of all of the corporate funding that will be needed to make it work. Economic development and jobs will be a major selling point, but other cause-related extensions will be needed for it to really work with the public. Expect push back from people who want to see the effort and funds go towards human service and education programs. Ideally, the investment in the event can be leveraged to generate jobs and other forms of economic benefit that will address these social issues in a meaningful way.
Having produced professional sailing events on the SF bay back in the 90s – the Citibank Cup regattas at Pier 39, which were toy boat races compared to America’s Cup – I know first hand how many sailing enthusiasts will come out in support of an effort like this. Now we will need the corporate community, small businesses, media and the public at large to embrace the concept. This will be huge for the Bay Area and all of California – let’s wish the organizers calm seas and smooth sailing as they move forward with the bid.
Tuesday, September 28th, 2010
Recent developments with two high-profile properties in the San Francisco Bay Area feed into the hope I expressed in my last blog post. Both the San Francisco 49ers and the people organizing the bid to host the America’s Cup yacht races have talked about engaging with corporations in more sophisticated forms than what may have been the case prior to the economic downturn.
The 49ers are moving forward with grand plans for a new stadium in Santa Clara and admittedly have their work cut out for them, economically speaking. Given that the new stadium will be in the heart of the Silicon Valley, it is critical that they crack the tech sector for sponsorships and hospitality sales. Historically, tech companies are not the most active sponsors, and most regional sponsorship properties have difficulty generating much revenue from the sector. However, if a property truly engages companies in the space with their interests in mind and finds ways to integrate technology in a meaningful way, the major players will step up. Witness Cisco and the planned new Oakland A’s stadium (Cisco Field, now being planned for development in San Jose).
The 49ers are talking about making their new stadium the most technologically advanced in the country with an eye on fan experience enhancement, revenue generation and partner engagement. The organization is led by a group of young executives who seem to really get it and understand the need to talk the talk of the tech companies. They are not trying to force the tech companies to just see the value in working with a storied NFL franchise. By engaging the big corporate players on the latter’s terms, finding ways to meaningfully integrate tech products and services into the stadium experience, and extending to the larger media marketplace, the 49ers will generate much greater support from the sector. It is harder work to go in this direction but is, ultimately, the only way to generate the major sponsorships that will be needed to help cover the $800 million price tag of the new stadium. It’s exciting to see their forward-thinking approach to corporate partnerships.
I’ll provide more insights about San Francisco’s America’s Cup bid shortly, and will follow soon with some developments on the greening of Infineon Raceway.
Wednesday, September 22nd, 2010
For years we have been extolling the virtues of viewing major sponsorships as actual partnerships, whereby each party involved views the relationship with a true give-and-take perspective. This may seem simplistic, but it’s always been amazing to me to see sponsorship-seeking properties focus so much more on their own needs, offering only the most basic benefits such as logos, signs and hospitality to sponsors. Corporate sponsors have increasingly demanded greater value, and now, with the tight economy creating a buyers’ market, it appears that properties are finally coming around to viewing sponsors through a lens of partnership.
It has been refreshing to witness organizations that are looking at major sponsor recruitment increasingly talk about securing partners and promoting deeper forms of product integration, purchase and deployment, all of which are priorities for companies in certain sectors. Finding ways to really make commercial sense of a sponsorship for a company – think ROI – greatly accelerates the partner development process and helps to justify more significant sponsor investments.
So we have a little silver lining in the recession-driven sponsorship downturn, as the concept of true partnership becomes more the standard way of doing business for sponsorship-seeking properties.