Sponsorship’s blind spot and how leading brands are addressing it

For decades, the sponsorship industry has relied on a simple rule of thumb. The so-called 2:1 rule, which claims every $1 spent acquiring sponsorship rights should be backed up by $2 of activation spend. The rule has long been used to communicate a fundamental truth about sponsorship: rights alone rarely create value. Value is unlocked through the campaigns, experiences and content that bring those rights to life.

But does the rule miss a fundamental component of successful sponsorship?