On my blog post “Anyone Know Another Word for “Sponsorship”, I sounded off about the fact that the word sponsorship may no longer reflect the growing sophistication of the medium. Since that post, I’ve been speaking to a lot of people about the issue, conducting some research and doing some navel gazing of my own to come up with a better alternative. Here’s where I am on the issue:
- The principle behind sponsorship is still very legitimate in so much that the word implies a commercial (and equal) exchange of value between the property (sponsee) and the company (sponsor).
- The goal of sponsorship is unchanged – that is to provide opportunities for [...]