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

  • Atlanta Killing Eve GLOW

    'Killing Eve,' 'Atlanta,' 'GLOW' Among 2018 TCA Award Nominees

    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 […]

  • Pamela Adlon Remote Controlled Podcast

    Remote Controlled: 'Better Things' Boss Pamela Adlon on the 'Joy' of Directing

    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 […]

  • Strictly Business Podcast: Byron Allen Expands

    Strictly Business Podcast: Byron Allen Expands in TV and Film, Fights for 'Economic Inclusion'

    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 […]

  • Justin Prentice58th Monte Carlo Television Festival,

    ​​‘13 Reasons Why's' Justin Prentice on Suicidal Thoughts, Debut Feature as Producer

    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 […]

  • Love Is

    Mara Brock Akil on Celebrating the 'Humanity of Black Love' in 'Love Is___'

    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 […]

  • Jimmy Fallon

    Late-Night Veteran Amy Ozols Has Returned to Work for Jimmy Fallon

    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 […]

  • Mandatory Credit: Photo by Richard Sowersby/REX/Shutterstock

    Disney Offers to Take on Sky News for 15 Years and Invest $2 Billion

    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