Clients Fund Brand-Building Sponsorship Programs Without Additional Cash
11 October 2000
Clients Fund Brand-Building Sponsorship Programs Without Additional Cash
PEARL RIVER, N.Y.--Oct. 11, 2000--Active International, the world's largest corporate trading company, today announced the formation of a new corporate division for Sports and Event Marketing.
This new division will focus on opportunities for its clients to utilize their excess or underperforming assets to help finance their major sports and event sponsorships. Active's corporate trading clients include many of the most widely recognized brands actively involved in or evaluating sponsorship programs with leagues, teams, auto racing, entertainment and sports venues, and cultural events. This new venture will partner clients with high visibility, brand-building sponsorship opportunities without adding additional cost to their budget.
Sponsorships have matured from the traditional beer and tobacco brands to include a wide array of food and beverage brands, internet and telecom providers, pharmaceutical products, financial services, apparel, travel, and automotive. Studies have shown that the high visibility of sponsorship opportunities at sports and cultural events, coupled with fan loyalty, attendance at multiple events, and live media coverage, have created strong brand awareness and approval that translate into higher consumer sales.
Many companies are plagued by limited budgets for sponsorship marketing, and the leagues and teams come back to them every year with larger budget requirements. Active's sports and event marketing programs establish a partnership between the sponsor company and the property with Active acting as the facilitator to create the funding needed. Sponsor companies utilize their excess and underperforming assets to help finance their team, league or event without additional cash outlay, while maintaining their present level of marketing expenditures.
Corporate trading can also bring greater value to sponsors who have used inventory and "in-kind" services in the past to fund sponsorship programs. In these cases, Active's corporate trading programs recognize up to the full market value for the sponsor's assets, rather than the diluted value typically given to the team, league or event. With Active as the facilitator, the property actually receives the cash for the inventory and "in-kind" services from the sponsoring company.
"Branding is the all-important marketing objective heading into the new millennium," comments Active's CEO, Alan Elkin. "Today it's all about building brand experience, communicating values, and building an emotional attachment. Active's sports and event marketing programs are ideal to help fund sponsorship because they're geared toward developing an ongoing partnership. Once our clients experience the benefits of corporate trading for sports and event sponsorship, they build our services right into their marketing strategy."
Active's Sports and Event Marketing division initially concentrated on motorsports, but has since expanded into other professional sports, venues and cultural events. "Our clients typically sponsor events in more than one category, so we've expanded our programs in response to their needs," adds Mr. Elkin. "The leagues and teams have also been enthusiastic about our specialized services and our team approach, and often initiate meetings with their sponsoring companies. It's a win-win situation all around."
For more information on Active's Sports and Event Marketing programs, contact Joe Allen at (845) 732-8822 (jallen@activeinternational.com) or Steve Porath at (845) 732-8610 sporath@activeinternational.com).
Founded in 1983, Active International is the largest global corporate trading company dedicated to developing effective, problem-solving programs to transform underperforming assets into future cash flow savings and profits. Active enables its clients to utilize underperforming assets to offset the cost of media, goods and services. The company employs more than 370 people in 15 countries. Active can be found on the web at http://www.activeinternational.com.