Goal: Linking brand strategy with sales results through sponsorship. These elements are disconnected at many companies.
Challenge: Getting companies to think beyond the tried-and-true. Sponsorship has become a well-traveled area, and you have to use a lot more creativity now to get noticed.
Tip: Don't use sponsorships to be all things to all people. Use sponsorships to help develop an image around a lifestyle or an attitude, not an event.
Opinion: Events combining sports, music and lifestyle like the Gravity Games and the X Games are becoming models for reaching niche audiences.
Warning: Don't evaluate sponsorships entirely by measurable results. If you try to make every sponsorship show a return on investment, you may be sacrificing your best brand-building opportunities. Take a holistic approach.