Benchmarks shared at 2nd Sponsorium London Forum this week revealed that the most valued sponsorship criteria by brands is the Ability to Activate. Data from nearly 50,000 sponsorships across 158 countries and every conceivable sector (arts, sports, trade shows, etc), were evaluated against 120 different brands criteria. The ability to activate is seen as further evidence that brands see sponsorship as platforms to develop their own experiential environments, create storytelling, generation leads and data.

Mark Cornish VP of Alliances at Sponsorium who presented the latest Benchmarks in London added that “Many event owners and properties have recognised that brands need greater flexibility in order for them to fulfil their objectives. However he adds that “Recognising the need is one thing acting upon it is another”.

Of the 14 different sponsorship sectors identified in the Benchmarks, Festivals, Fairs and Consumers shows were the best performers in terms of meetings brands criteria and providing a cost effective sponsorship solution. Why? Well Sponsorium puts it down to a number of factors the first being these sectors are natural habitats for activation, social engagement, reaching selective target groups who attend with intent to purchase.

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Tom Rieder, Head of Sponsorship Swisscom