As part of the #ESAwebinar series, ESA members are exclusively invited to attend monthly ESA Diploma seminars from this year’s course – join industry leaders to discuss key trends and emerging issues in sponsorship and sports marketing.
ESA members please see your e-bulletin dated 11 June for the Zoom link – if you aren’t already signed up to the ESA mailing list, please head HERE.
SHOULD IT NOW BE MANDATORY FOR PURPOSE TO BE EMBEDDED INTO EVERY SPONSORSHIP?
Those of you who have undertaken the Diploma know that we have consistently championed the growing influence of purpose marketing into our space. In the vanguard of this insight has been the book ‘Good is the New Cool’ which is featured high on the course’s reading list. The content is not essentially sponsorship-facing, but the implication that marketing has a responsibility to embrace more of the world’s growing social and environmental issues, most certainly is. The co-author, Afdhel Aziz, has become one of the world’s leading experts and influencers on the intersection between brand purpose, marketing innovation and social impact. His company ‘ Conspiracy of Love’ has become one of the world’s most highly regarded purpose marketing consultancies and his LinkedIn profile is the best stopping off point to understand his eminence and reputation.
Seminar 10 coincides with the module on activation where emphasis is placed on the increasing value of purpose in sponsorship campaigns. Cause elements are now commonly bolted on to sponsorships, some have purpose activations embedded. Rights holders are under increasing pressure to run their events sustainably and accordingly attract sponsors that are similarly aligned. Some still think that purpose is a fad that is unsustainable in the long-term as a commercial business tactic. Afdhel will disagree and will explain why purpose now needs to play a more significant role in marketing (and sponsorship) strategies.
It is with enormous pleasure that we offer you a unique chance to join us for a compelling insight into one of our industry’s most pressing issues and opportunities.
“Afdhel’s session on how brands can be a force for good blew the audience away with its mix of provocative thinking, honesty and humour.”
(Greg Damus, Managing Director, The Gathering)
TO BOOK: ESA Members see your e-bulletin dated 11 June for the Zoom link.
For more information about upcoming ESA Diploma seminar dates, head HERE.