Sponsorship agents still do not get it! They feel they need to convince a sponsor to spend money on an event or for a venue, at all costs, building up the excitement to the point of no return, unless the sponsor does what they are supposed to do. Then, these 'agencies' pat themselves on the back for a job well-done. Who cares about what happens next, or worse, what does not happen? The solution...

I think finding sponsors for events is so yesterday. Instead, events/venues need to be found for sponsors. Sponsors are getting more hits on their online presence in a day than some of these events/venues get in a month. They are sometimes more important, relevant, and more recognizable to the overall audience than the event gathering the limited yet undoubtedly necessary 'audience.' And in some cases, the sponsor is as important, if not more, to the event, than the event is to the sponsor. No wonder brands are 'spending' less money than ever and using the economy as an excuse, even though 'interactive' marketing spending is at an all-time high.

It's time properties craft an interactive activation campaign to present a sponsor, and for sponsors to hold agencies 'representing' properties to a higher standard.

Although everyone agrees brands demand more ROI evaluation before agreeing to sponsorships, it is NOT solely the brands' responsibility to establish objectives and measurement prior to entering into a sponsorship agreement. The responsibility should be owned by the properties as well. They need to be proactive and lay out the creative campaign for the sponsors to see, if they (properties and 'their' agents) want brands to make the 'right' strategic decisions, and engage with 'their' demographic/audience.

The key word is 'their' and who owns it!

Maybe agencies should work for the benefit of the sponsors if they plan on making money off of them.