The deal is done and the agreement is set. It is now time to bring the sponsorship to life. This is known as "activation" or sometimes leverage or implementation.

Many marketers believe that activation is what the sponsorship is all about. In some circles it is viewed as so important as to have an activation strategy in place before seeking the right opportunity to sponsor.

Activation includes any activity that is performed in conjunction with the sponsorship and requires resources above and beyond those included inn the sponsorship package. This might be additional advertising, cross promotional activities, hospitality, point of purchase displays or product sampling.

Sponsors are realising more and more that activation is the key to getting maximum value out of a sponsorship arrangement. This is eveidenced by the fact that activation spend is now exceeding other promotional spend and in some cases the value of the sponsorship deal itself.

The most common activation or leverage tactics include -

Hospitallity

One to One Marketing - ideally suited to the hospitality arena.

Themed Advertising and endorsements

Retail Promotion

Branded Content - ever more popular in this technological age.

Choose activities to engage with and attract your target audiences.