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What does it take to make sponsorships successfully work? Turn one-off transactions into powerful, long-term relationships between brands by picking the best partners and proving ROI.   

Today’s guest is Ken Ungar, founder and president of CHARGE, a sponsorship marketing agency. Also, Ken’s a former chief executive for the Indianapolis Motor Speedway and author of Ahead of the Game: What Every Athlete Needs to Know About Sports in Business. 

Some of the highlights of the show include:

• Take CHARGE: Unlock power of sponsorship to accomplish business objectives
• Third-Party Validation: Marketers convince consumers, sponsors transfer affect
• Partners and Collaborators: Choose wisely to create a positive relationship
• Potential Sponsors: Know/share audiences; identify brand/property reputation
• Pitch Perspectives: Create win-win attitude when attracting or selling sponsors
• Relationship Results: Both sides benefit; if nothing’s invested, nothing’s gained
• Strategy, Plan, Work: Leverage and activate relationship to make it mutually beneficial
• Mindful Mistakes:
  • Understand audiences via discussions, surveys, and data
  • Activate sponsorship to advertise benefits
  • Measure success or plan to fail
• Stakeholder Sponsorship Skepticism: Convince with case studies, testimonials

Links:

• CHARGE
• CHARGE Sponsorship Insights
• Ahead of the Game: What Every Athlete Needs to Know About Sports in Business
• SurveyMonkey
• CoSchedule