Monday, November 28, 2011 | Edited by Daniel Moores
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Google Helps Properties Search For New Sponsors

Technology Giant Can Help Properties Create New Sponsorship Inventory and Access New Partners

Looking to promote its growing portfolio of products and services, Google Inc. is expanding its presence on the sponsorship scene.

As befitting the ever-evolving technology giant, Google's involvement in sponsorship takes a myriad of roles ranging from media-like partnerships on behalf of YouTube to serving as a source for sponsorship dollars.

Below, two new ways Google is helping properties search for new partners:

Google+ Social Network Equals New Sponsorship Inventory

The recent launch of Google+ for businesses opens the door to new sponsorship revenue for properties.

Similar to Facebook and other social media platforms, rightsholders can use the service to create new sponsorship inventory.

Case in point: The NBA Phoenix Suns plan to use the "hangout" feature on its new Google+ page to host live video chats with its coach or general manager. The team plans to sell the inventory to new or existing sponsors.

"The hangout is a great opportunity for a presenting or title sponsor," said Jeramie McPeek, the Suns' vice president of digital.

The team also plans to sell presenting status to a Google+ Night at the US Airways Center, said McPeek, noting that the sponsor will receive branding in the arena and promotional activity leading up to the event.

The team has hosted a #SunsTweetup during each of the past three seasons and a Suns Facebook Night the past two years, he added.

In addition to creating new sponsorship inventory, Google+ also represents a source for sponsorship revenue. The technology giant sponsored the Aug. 3-5 Lollapalooza music fest in Chicago and the Oct. 12-14 Austin City Limits Music festival in Texas on behalf of the new social network.

The sponsorships afforded title of a stage and an on-site lounge where Google demonstrated the social network in a one-on-one setting.

Google Offers New Sponsorships

Following in the footsteps of Groupon, Inc., LivingSocial Ltd. and other daily deal sites, Google is using sponsorship to promote its Google Offers service.

Google, which launched the service in in Portland, Ore. in June, is sponsoring food festivals and other types of properties to promote the service.

Sponsored events include the Sept. 13 Spice of Life Festival in Berkeley, Calif. and a ACL Music Festival pre-party in Austin, Texas.

In addition to Austin and Berkeley, Google has rolled out the service in Boston, Denver, Miami, New York City, Seattle and Washington, D.C., among other markets.

(Source: Sponsorship.com, 11/10/11)



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