Put Audience Engagement at the Heart of Everything

By Jim Andrews Jan 26, 2015

Put Audience Engagement at the Heart of Everything

The headline for this post can be considered 2015’s single-bullet to-do list for anyone involved in sponsorship.

IEG’s annual sponsorship spending report and forecast projects four percent spending growth this year, illustrating marketers’ strong interest in sports, entertainment, cause and other partnerships. But the focus of brands’ attention—and of their incremental dollars—remains with digital marketing.

As the report points out, the only way to significantly grow sponsorship revenue is to prove that your partnerships are the best vehicle for making deep connections with your audience. Not delivering impressions or building awareness, but meaningful and relevant engagement based on data and insights into who they are, how they feel and why they are involved with you.

This will often be accomplished through digital marketing, but can’t be done without a partnership as the foundation.

Download the report to read IEG’s five recommended actions for building non-paralleled relationships with your audience.

And I also encourage you to visit and check out the many sessions at IEG’s Annual Sponsorship Conference that will show you how data, content and digital and social marketing will get you and your partners closer than ever to your fans, followers, ticket-buyers, participants, members, etc.


IEG conference selling sponsorship strategy trends IEG 2015


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Jim Andrews

About the Author

A 30-year sponsorship industry veteran, Jim is responsible for developing and sharing thought-leadership content based on ESP Properties’ groundbreaking work in the areas of sponsorship strategy, valuation, measurement, digital content, data-driven marketing and fan engagement.

In addition to identifying key trends and delivering his unique insights into the critical issues facing rightsholders and their commercial partners, Jim is the chairman of the Annual Sponsorship Conference, responsible for the program and speakers, as well as hosting and delivering the event’s opening address. He also is responsible for the company’s annual report and forecast of overall sponsorship spending, as well as its compilation of biggest spending companies and annual industry surveys.

A frequent media commentator and guest, Jim has been a featured speaker at hundreds of sports, entertainment and marketing conferences around the world.



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