Across industries, across categories, brands spend a significant portion of their marketing spend on sponsorship. Sponsorship is #2 only to media spend and runs between 11% and 18% of the marcom budget for most brands. Yet many struggle with how to effectively evaluate sponsorship opportunities.

Which properties to sponsor, which assets to secure, how much to spend on rights fees and how much to invest in activation, these are all questions to be answered as you assess your sponsorship investments.

In this exclusive ACA webinar, Ian Malcolm, President and CEO at Lumency, will provide practical tools and experienced insight into how brands should be evaluating both new sponsorship opportunities and renewals.

In this webinar you’ll learn how to evaluate sponsorships in terms of:

  • Target efficiency
  • Asset mix
  • Activation spend target
  • Brand fit
  • Reputational risk
  • Valuation

You’ll leave the session with two high-value usable tools.

  1. A customizable evaluation framework;
  2. A customizable funding formula.

This webinar is part one of our sponsorship webinar series with Lumency.

Presenter: Ian Malcolm, President and CEO, Lumency
Date: Tuesday, February 8, 2022
Time: 11:30 a.m. – 12:30 p.m. ET

For members only:

Presentation slides

Video recording

If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007

Ian Malcolm, LumencyIan Malcolm, President and CEO, Lumency

Ian has more than 30 years of experience in brand marketing, with special focus in sponsorship marketing.
He has been a contributing writer and has provided commentary for Strategy and Marketing Magazine and has been called upon by other media for comment on issues around sponsorship and experiential marketing including the Globe and Mail, Toronto Star, National Post, Canadian Business and the CBC.

Ian is a past speaker at SponsorshipX, presenter at the IEG Sponsorship Conference, keynote at the Irish Sponsorship Summit, a three-time Sponsorship Marketing Council of Canada (SMCC) Sponsorship Marketing Awards judge, a Globe & Mail 5-to-Watch judge, a presenter for the World Federation of Advertisers and instructor in the SMCC’s Fundamentals of Sponsorship professional development program.