ABSTRACT
A sponsorship portfolio in sponsoring is the collection of brand and/or company sponsorships comprising sequential and/or simultaneous involvement with events, activities and individuals (usually in sport, art and charity) utilized to communicate with various audiences. Similarly, the property has a roster of sponsors that support an event, activity or individual. The discussion centers on portfolio and roster effects and the spillover that happens in these groupings. This matters to both the sponsor and property as they build their portfolio or roster since some group effects stemming from portfolios and rosters are positive, and some are negative. The discussion includes celebrity and influencer portfolios. In particular, established influencers are discussed in strategy as delivering different values compared with micro-influencers and nano-influencers.
