Even a bad idea gets noticed. But a forgettable one? It vanishes. Quietly. Expensively.
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That’s the real danger in sponsorship today: brand invisibility.
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Work that fills decks, ticks boxes, launches… and lands nowhere. Resonating with no one. We call it Sponsorship Tumbleweed. Campaigns that roll out, then roll on. Leaving no impact.
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And the worst part? The cost. Dull campaigns need twice the media spend to do half the job.
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Why is it still happening? Because the playbook hasn’t changed. Safe formats. Same thinking. More category wallpaper.
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We’re done with that.

Download our latest report to uncover the seven ways sponsorship goes tumbleweed and the ideas you’ll never see from us again.