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Apr 10, 2018

Incentive based sponsoring

About time: So many sponsoring deals, even on the highest level, are just based on gut feeling, on fear of missing out, or on personal desires of high-ranked managers. Anheuser Busch / Budweiser now obviously implements a new type of contracts and model that may very well influence the whole industry (and probably in the right direction): based on a flat fee, certain KPI milestones unlock incentives. As Anheuser is more or less involved in every corner of US sports (NBA, MLB, NHL, NFL etc.), this can be hugely influential. It would make governing bodies and teams measure what they do, and other sponsors may follow. Exciting to see where this may lead us: