Music festival sponsorship

A discussion of how sponsors are maximizing their sponsorship London's Wireless Festival.

I find far more articles about sponsorship in the British press than in the American press, which has been the case for quite awhile. For as much sponsorship as you see in the US. there still seems to be more focus on sponsorship there than here.

BBC NEWS, 6/21/07| Why just a logo is now a no-no: "Existing users could receive a barcode by text message, allowing them access to a VIP area with a bar and music.

Other offers included text messages containing news and gossip from backstage, while onstage performances were recorded and have been made available via mobile on the network's Wap site, advertised under the banner, 'Relive it'.

'It has gone beyond mere badging an event with our logo. We want to drive an emotional connection with our customers,' said the network's head of sponsorship, Amanda Jennings.

'I hope that everyone had a good time at Wireless, but that if you were an O2 customer, that you had an extra good time.'...

Digital consultant Ben Carter says that a brand can only bring its sponsorship to life by encouraging the customer to engage with it.

'Having exclusive content is a must-have,' he says.

'Signing up to sponsor a festival, concert or act is a very good way of securing the content that your customers want.'

Creating such 'exciting, original' content is a priority for broadband provider Tiscali UK, says its head of entertainment Rob Andrews.

It broadcast sets from the main stage at the Wireless Festival live on its website, which was viewed by 'thousands'.

And it also held 15 backstage gigs, each for less than 100 people, with acts including Badly Drawn Boy, newcomers Scouting for Girls and a rare acoustic set by Faithless.

The performances will be made available on the web and, eventually, television.