Sponsorships - Leveraging Sponsorships and Activation

Leveraging Sponsorships and Activation

These are the terms used by many sponsorship professionals, which refer to how a sponsor uses the benefits they are allocated under the terms of a sponsorship agreement. Leveraging has been defined by Weeks, Cornwell and Drennan (2008) as "the act of using collateral marketing communications to exploit the commercial potential of the association between a sponsor and sponsee" while activation has been defined as those "communications that promote the engagement, involvement, or participation of the sponsorship audience with the sponsor."

Money spent on activation is over and above the rights fee paid to the sponsored property and is often far greater than the cost of the rights fee.