This week, we enter the delicate world of Sponsorship Marketing. Close to 20 billion sponsorship dollars are spent each year in North America. That money can keep a brand afloat, or it can cause a lot of tension. We’ll look at how a single phone call from Coca Cola changed Christmas tradition forever, how Barbie helped save the Girl Scouts and what happens when a sponsor has to weather the demands…of the “sponsee”. The reason brands pick certain programs or events to sponsor is always strategic – and always interesting.
Tune in Mondays at 7:30pm and Saturdays at 11:30am on CBC Radio One.
Hope you’ll join us.
