Passive sponsorships are rampant, yet I bet it would be difficult to name the last one you saw. That alone proves just how ineffective passive advertisements are. Brands continue to target consumers subconsciously by inserting logos into television shows, sporting events, or billboards. In doing so, they hope that consumers will remember the brand — based on just seeing the logo — when it comes time to make a purchasing decision. But that’s a long shot.

It doesn’t help that the passive sponsorship arena is overcrowded with numerous brands vying for attention. Just think about the last football game you watched. Every time there was a chance to flash a logo or attach a brand name to a key game highlight, you can bet that a company shelled out for it. But chances are, you were probably paying closer attention to the game than the sponsor of the halftime interview.

The issue with passive sponsorships is a no-brainer: People tune into a game or a TV show to root on their team or watch a budding romance between characters — not for the sponsor. Consequently, viewers are not in the best mindset to be sold insurance, cars, or soda. There are better ways to engage potential customers — especially when they are in a more receptive state. The key is active sponsorship.

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