Sponsorship can be a great way for a brand to not only reach its desired audience, but also influence that audience’s perceptions of the brand. For example, by sponsoring a nonprofit or other charitable cause, a brand can increase its appeal among sympathetic consumers. Likewise, a brand that sponsors a for-profit sports franchise or event can build affinity with a highly-loyal cohort.

Anetra Henry-Hunting, principal of The Hunting Group and VP of Sponsorship at San Diego AMA, is a self-described ROI Enforcer. She brings brands and ‘properties’ together to build, manage and optimize mutually beneficial relationships. In this show, Anetra explains what makes these relationships successful or difficult, with real-world examples of both.