And . . .

• The comment of the month is from Ethan Brown and was in response to Broadway’s problem with Sponsorship but how you can get it for your show.

I used to work in commercial theater as you know and now I am a marketer at Unilever and manage many sponsorships on behalf of several national personal care brands. Your points are spot on. The more national the brand, the more scale you need to provide and prove value of your property up front. If you want a national brand on board, better include sponsorship of national tours, tv adaptations, and award retail pass through rights nationwide to maximize the number of channels that the sponsor can activate with your show. Otherwise you can prove local value through hospitality assets you can provide for non consumer good brands in financial and insurance industries where hospitality is must have to facilitate b2b interaction.

No matter what, think of Sponsors own objectives and equity when looking at brand sponsorships. Ask yourself: how can you help the sponsor achieve their objectives, and does their brand fit yours and vice versa? Is it mutually beneficial?

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