Lumency

𝗛𝗼𝘄 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿𝘀 𝗔𝗿𝗲 𝗥𝗲𝗱𝗲𝗳𝗶𝗻𝗶𝗻𝗴 𝗥𝗼𝗹𝗲𝘀 𝗶𝗻 𝗦𝗽𝗼𝗿𝘁𝘀 𝗮𝗻𝗱 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 Influencer marketing isn’t just a trend—it’s reshaping how businesses, institutions, and even collegiate sports programs operate. The recent announcement of Golden State Warriors guard Stephen Curry joining his alma mater Davidson College as Assistant GM underscores just how far this now reaches. These aren’t just ceremonial roles. They represent a shift in strategy—where the power of personal brand, storytelling, and audience is just as valuable as traditional recruiting and operations. In the NIL era, programs are leaning on high-profile figures to attract talent and build credibility. Steph isn’t the first, and he won’t be the last. For brands and marketers, the takeaway is clear: influencers are more than media buys or niche channels to connect with an audience—they’re business drivers. It’s fair to wonder: even after brands reportedly spent over $24 billion on influencer marketing in 2024, are we really scratching the surface? Influencers bring built-in trust, cultural capital, and real-time connection to both niche and mass audiences. When leveraged strategically—not just as content creators, but as core elements of a marketing strategy—they help brands cut through the noise and create lasting impact. As the lines blur between athlete, creator, and ambassador, it’s time for both brands—and college programs—to rethink how they activate influencer strategies to grow their business or program. 𝗜𝘀 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗺𝗮𝘅𝗶𝗺𝗶𝘇𝗶𝗻𝗴 𝗶𝘁𝘀 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆—𝗼𝗿 𝗷𝘂𝘀𝘁 𝗰𝗵𝗲𝗰𝗸𝗶𝗻𝗴 𝗮 𝗯𝗼𝘅? #Sponsorship #Influencers #Brands

In today’s competitive market, brand owners look for more than just visibility; they want meaningful sponsorships that drive tangible results. To learn what Lumency sees to be the top 10 things brand owners want from their property partners, check out the article linked below! https://lnkd.in/gFA3xQ_N

𝗧𝗵𝗲 𝗘𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝗪𝗼𝗺𝗲𝗻’𝘀 𝗦𝗽𝗼𝗿𝘁𝘀 Women’s sports are seeing unprecedented growth—with rising viewership, increased investment, and new professional leagues taking shape. Our latest industry report looks at what’s driving this momentum and what it means for the future of the sports landscape. Check out the full report below! #Sponsorship #WomensSport

At Lumency, we celebrate the women who are driving change, breaking barriers, and shaping the future of our industry. Their leadership, resilience, and innovation continue to inspire and create opportunities in sponsorship and beyond. This year, in honor of International Women’s Day, we’re taking a deeper look at the women’s sport ecosystem—a space that continues to grow, evolve, and push the boundaries of what’s possible. On Monday, we’ll be releasing a report that explores the momentum behind women’s sports and the opportunities that lie ahead for brands, properties, and fans alike. Let’s continue working toward a future where every woman in sport—on and off the field—has the opportunity to thrive. Join us in recognizing the women making a difference—tag someone who inspires you! #IWD2025 #InternationalWomensDay2025

"Could a calendar shift change the game for MLS? ⚽️ Major League Soccer is considering a move to a fall-spring season after the 2025 FIFA World Cup to align with global soccer schedules. This could boost transfer market opportunities and elevate league standards—but at what cost? From harsh winter climates in Canada to competition with the NBA, NHL, and NFL, the shift presents both opportunities and challenges for teams, fans, and sponsors alike. Will this change position MLS as a top-tier global league, or will it create more hurdles than advantages? Let us know your thoughts below! 

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands

The two most valuable assets that a property or rights holder provides a sponsoring brand are intellectual property (IP) rights and data. IP rights deliver borrowed imagery and associative benefits to the sponsoring brand. These associative benefits and borrowed imagery can build brand equity for the sponsor’s brand but can also sometimes erode it. To learn more about Lumency's approach to reputational risk management in sponsorship, check out the article linked below! https://lnkd.in/g994zBqm

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands

Fans and consumers may be the same individuals, but their roles, behaviors, and expectations are fundamentally different. When engaging with a property or rights holder, a consumer transforms into a fan, dramatically shifting their context and expectations. Recognizing these distinctions is essential for brands aiming to optimize their sponsorship investments. #Sponsorship #Brands Ian Malcolm

A sponsorship agreement is a long-form contract that serves as the foundation for the relationship between a sponsor and a rights holder or property. Check out Lumency's Sponsorship Agreement Playbook at the article linked below! https://lnkd.in/gD-yqsyE