You will be redirected back to your article in seconds

Partnerships trump sponsorships in new branding world

Direct involvement is key, say panelists at Variety/SVG Sports Summit

2011 VARIETY’S SPORTS ENTERTAINMENT SUMMIT

Peter Guber opens Variety Sports summit | Sports summit tackles social media | Wasserman speaks at Variety Sports summit | Reality TV makes inroads in sports realm

The post-recession world of sports and entertainment has brought about a greater emphasis on partnerships between brands and organizations rather than sponsorships, panelists said Thursday at the Variety/SVG Sports Entertainment Summit.

“Brands that claim they’re a sponsor are so much less effective than brands that are (directly) involved,” said Anne Rivers, senior VP and director of brand strategy for Brand Asset Consulting/Young & Rubicon Brands.

WWE senior marketing veep Eddie Hill said that WWE has evolved into an all-purpose organization — while also retargeting its content to the PG-rated level — that facilitates such interaction.

“We now are able to have this one-stop shop where we can deliver all our deliverables to our client in-house,” Hill said. “You’re going to have a partner who can work with all your goals.”

AEG global partnerships prexy Todd Goldstein cited another example of partnership: a deal that Blackberry devised whereby artist Will.i.am would almost instantly incorporate fan-sent Blackberry messages into a rap mid-concert.

Not coincidentally, much of the second half of the panel veered toward a discussion of social media — i.e., organic partnerships between brands, content producers and fans.

More TV

  • 'Seven Seconds' TV show premiere

    Regina King Talks Heaviness of Role in 'Seven Seconds'

    2011 VARIETY’S SPORTS ENTERTAINMENT SUMMIT Peter Guber opens Variety Sports summit | Sports summit tackles social media | Wasserman speaks at Variety Sports summit | Reality TV makes inroads in sports realm The post-recession world of sports and entertainment has brought about a greater emphasis on partnerships between brands and organizations rather than sponsorships, panelists […]

  • John Oliver Lawsuit Dismissed: 'Last Week

    John Oliver Victorious: Coal CEO's Defamation Suit Dismissed

    2011 VARIETY’S SPORTS ENTERTAINMENT SUMMIT Peter Guber opens Variety Sports summit | Sports summit tackles social media | Wasserman speaks at Variety Sports summit | Reality TV makes inroads in sports realm The post-recession world of sports and entertainment has brought about a greater emphasis on partnerships between brands and organizations rather than sponsorships, panelists […]

  • Baz Luhrmann

    Olympic Figure Skating Revives 'Moulin Rouge' and Baz Luhrmann Is Loving It (EXCLUSIVE)

    2011 VARIETY’S SPORTS ENTERTAINMENT SUMMIT Peter Guber opens Variety Sports summit | Sports summit tackles social media | Wasserman speaks at Variety Sports summit | Reality TV makes inroads in sports realm The post-recession world of sports and entertainment has brought about a greater emphasis on partnerships between brands and organizations rather than sponsorships, panelists […]

  • UnReal Athena Film Festival

    How Trump Beating Clinton Impacted the Gender Politics of 'UnReal' Season 3

    2011 VARIETY’S SPORTS ENTERTAINMENT SUMMIT Peter Guber opens Variety Sports summit | Sports summit tackles social media | Wasserman speaks at Variety Sports summit | Reality TV makes inroads in sports realm The post-recession world of sports and entertainment has brought about a greater emphasis on partnerships between brands and organizations rather than sponsorships, panelists […]

  • Al Pacino as Joe Paterno

    TV News Roundup: Al Pacino's HBO Film 'Paterno' Releases Full Trailer, Premiere Date (Watch)

    2011 VARIETY’S SPORTS ENTERTAINMENT SUMMIT Peter Guber opens Variety Sports summit | Sports summit tackles social media | Wasserman speaks at Variety Sports summit | Reality TV makes inroads in sports realm The post-recession world of sports and entertainment has brought about a greater emphasis on partnerships between brands and organizations rather than sponsorships, panelists […]

  • Nanette Fabray Broadway?s First Lady, Nanette

    Nanette Fabray, TV Star of the '50s and '60s, Dies at 97

    2011 VARIETY’S SPORTS ENTERTAINMENT SUMMIT Peter Guber opens Variety Sports summit | Sports summit tackles social media | Wasserman speaks at Variety Sports summit | Reality TV makes inroads in sports realm The post-recession world of sports and entertainment has brought about a greater emphasis on partnerships between brands and organizations rather than sponsorships, panelists […]

  • AMERICAN IDOL - ABC's "American Idol"

    Macy's, Johnson & Johnson Sign On as Major Sponsors of ABC's 'American Idol' (EXCLUSIVE)

    2011 VARIETY’S SPORTS ENTERTAINMENT SUMMIT Peter Guber opens Variety Sports summit | Sports summit tackles social media | Wasserman speaks at Variety Sports summit | Reality TV makes inroads in sports realm The post-recession world of sports and entertainment has brought about a greater emphasis on partnerships between brands and organizations rather than sponsorships, panelists […]

More From Our Brands

Access exclusive content