October, 2017: ASM client CUA wins the 2017 Sponsorship Marketing Award from the Australian Marketing Institute.

The hugely successful first year of CUA’s sponsorship of Queensland Cricket and the Brisbane Heat BBL team was judged to be an excellent example of how to raise brand awareness and consideration in a highly cluttered financial services market.

At ASM we are extremely pleased to have been instrumental in the establishment of this great partnership. By introducing measurable objectives and an uncomplicated activation strategy for CUA we were able to clearly demonstrate just how effective sponsorships can be in delivering marketing outcomes. Full credit goes to the CUA team for committing wholeheartedly to our plans and embracing the collaborative opportunities presented by Queensland Cricket. See stories below about some of the unique activations and success stories of the first year of the sponsorship.

Here is a link to the AMI awards announcements.

ASM Director Lenny Vance is a Fellow of the Australian Marketing Institute.

July, 2017: ASM Director Lenny Vance has just been announced as a headline speaker at the Sports and Sponsorship News conference in Brisbane on August 29.

SSN Story July 2017

Lenny will be discussing the future of sponsorship measurement and providing key insights into his recently completed PhD research that focused on the impact of sponsorship on brand equity.

Send us an email info@advancedsponsorship.com.au if you would like to know more about Lenny’s presentation at this major industry conference.

February, 2017: Latest article by Lenny Vance titled Sponsorship selections: Corporate culture beliefs and motivations just published in Corporate Communications an International Journal available through Emerald Publishing.

Abstract: Sponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While research into the outcomes of sponsorship is extensive, the practices involved in sponsorship selections have been largely ignored. Today, sponsorship selection in large corporations is recommended to be a formal process involving evaluation criteria aligned to corporate policy and strategic priorities. Yet, in reality, corporate culture influences sponsorship selection, as do sponsorship managers’ beliefs about sponsorship types and motivations. The purpose of this paper is to explore sponsorship selection practices and to consider the interplay between corporate culture and sponsorship managers’ beliefs about sponsorship types and their motivations. The findings provide not only new interpretation of the literature but also reveal a detailed picture of sponsorship selection.

Send us an email info@advancedsponsorship.com.au if you would like to know more about this article.

January 26, 2017: What a fantastic season and first year for CUA’s sponsorship of the Brisbane Heat.

Five home games and five sellouts

The CUA pool deck a huge splash at the gabba

and the Heat VR powered by CUA brings a whole new dimension to fan immersion and ticketing experience

Send us an email info@advancedsponsorship.com.au if you would like to know how all this activity translated to off the page sponsorship goodwill and brand outcomes for CUA

September, 2016: Latest article by Lenny Vance titled Beyond Brand Exposure: Measuring the Halo Effect just published in Measuring Business Excellence available at Emerald Publishing.

Abstract: Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared.

Send us an email info@advancedsponsorship.com.au if you would like to know more about this article.

July 6, 2016: Key ASM client Credit Union Australia (CUA) announce a three year partnership with Queensland Cricket, becoming the Principle Sponsor of the Brisbane Heat mens’ team and a Major Sponsor of the Brisbane Heat Womens’ team. For more details and views of the sky-high partnership launch follow these links:

CUA sponsorship announcement

CUA & Qld Cricket partnership launch video

360 degree view from Rocket Man’s flight at CUA partnership launch