This post may offend some who are seeking sponsors ... the old-fashioned way. However, the intent is to inform those who might benefit from such a rude awakening.

You may have read sponsorship spending is down; but 'interactive' spending is projected to exceed predictions. Obviously, there's a shift in sponsor philosophy. The days of asking sponsors to 'spend' money are coming to an end. Sponsors are looking nowadays to spend less, expect increased ROI, and most importantly receive meaningful and measurable engagement with their niche audience.

What does all this mean?

This is why lending names to major venues is not getting any air time (Have you seen the growing list of sports teams/stadiums looking to sell naming rights to any bidder - without any relevant interactivity behind the proposal?), but digital signage is receiving a lot of 'reception.'

Wouldn't it be easier to convince the sponsor by maximizing their ROI thanks to an activation campaign involving the event/property via interactive methods online and on site? Shouldn't the sponsor get treated with at least the same attention as the client for whom the sponsorship is being secured for?

So, the next time a proposal comes across our desks from companies or businesses or properties looking for sponsors with a very attractive rate sheet displaying gold/silver/bronze/aluminum levels and what it will 'cost' each to a sponsor, we will have to refer you to a 'traditional' ad agency, no matter how extinct they are.

We don't sell sponsorships; we involve sponsors. And their audience. Presumably the same as your client you are seeking sponsors for. That's true interactivity!