Reflections from the Sponsorship Mastery Summit

Reflections from the Sponsorship Mastery Summit

by Mike Alcorn, Sr. Manager, Partnerships at T1

‘Sometimes it's not about hearing something entirely new but hearing a familiar topic from a fresh perspective that can be most impactful.’ If I were to try distilling the 3-day Sponsorship Mastery Summit, it would be just that - recognizing that attending conferences and other industry events continues to give me a valuable space to reinforce my growth in the field of sponsorship.

Three ideas that stuck with me:

1. The Undeniable Power of Ideas Over Assets

Meka Morris of the Chicago Bears spoke on The Undeniable Power of Ideas Over Assets: "No one wants to buy your sign." I don't do a lot of "selling" in my role, but I found this session to reinforce the perspective that partnerships need to be built on ideas and objectives, not as transactions.

2. No-Nonsense Sponsorship

Kim Skildum-Reid of Power Sponsorship delivered a workshop on "No-Nonsense Sponsorship", the punchline for me - be fan-centric. While a partnership is typically between a brand and a property must be designed with the fan at heart. Regardless of your brand or property, how can you build your partnership so that the fan is the real winner? Kim walked the group through a 10-step process to create these partnerships, and I look forward to her upcoming additional sessions!

3. Imagination in Marketing

Bennie Johnson of AMA emphasized the role of Imagination within marketing, and how the evolution of society means the game has changed for sponsorship marketers, especially in recent years. "Stable conditions create no need for change, but when have we ever known stable conditions?"

Thank you to the Sponsorship Marketing Association, speakers and fellow attendees for making this event so insightful! Sometimes all it takes is the right word at the right time to shift your thinking!

Mike Alcorn is a Senior Manager, Partnerships at T1 - you can find out more about T1’s Full Stack Sponsorship services at thet1agency.com or contact Mike at [email protected] 

Bridgestone Ends Olympic Partnership, Shifts Focus to Global Motorsports

Bridgestone has announced that it will not be renewing its Worldwide Olympic and Paralympic Partnership agreement after 2024. This marks the end of a decade-long collaboration with the International Olympic Committee (IOC) and International Paralympic Committee (IPC), where Bridgestone supported the Olympic movement as a key sponsor. The decision reflects Bridgestone’s evolving corporate strategy, with a renewed emphasis on global motorsports initiatives, which are more closely aligned with its core products and focus on performance and innovation.

Bridgestone's shift comes as the company seeks to leverage motorsport platforms to promote its premium tire products, driving innovation and sustainability in the mobility sector. This pivot is part of Bridgestone's broader E8 Commitment, which highlights its dedication to sustainable development and value creation across energy, efficiency, and empowerment.

Having been a Worldwide Olympic Partner since 2014, Bridgestone played a significant role in promoting the power of sports and supporting athletes in their Olympic and Paralympic journeys. Moving forward, the company will channel its efforts into motorsports, where it aims to create widespread value while pushing the boundaries of performance.

For more details, check the full announcement here.

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