Title: senior VP-sports marketing.
Insight: Too many sports sponsorships take retail results for granted. Marketers need to form partnerships with retailers to get powerful results from sponsorships and promotions.
Opinion: Very few companies have mastered integrated marketing for sports sponsorships. Sprint is a rare example in clever usage of its NFL sponsorship in multiple communication channels.
Tip: Don't forget to clue in your employees to the logic of your integrated marketing efforts. Each sales person needs to understand the marketing effort's logic.
Hot: Retail direct mail promotions tied to events and sports sponsorships.
Cold: Sponsorships geared to top executives' passions.
Trend: Getting space instead of cash. Promote your event through in-store merchandise zones offering event apparel or information.