Selling sponsorship

These days, sponsorship for most companies is a port into a niche audience, of reaching out to the audience of an industry-within-an-industry. It's a multi-level bet based on credibility at a super-niche level.

Today's super-niche sponsorship principle applies to any industry. After spending millions sponsoring Tiger Woods, GM finally realized he can't sell Buicks. He's not a credible car geek. GM kicked Woods upstairs to corporate marketing, which will probably employ him behind the scenes as a draw at events for dealers and suppliers, which is a far better investment.

Sponsoring bloggers is a matter of the right company sponsoring the right blogger at the right time. For your product or service, sponsor the super-involved bloggers who've built their credibility around the category and live, breathe and die by it.

MotoGP - Valentino Rossi is amazing

The Motegi Japan MotoGP was an excellent race and the scene for the crowning of Valentino Rossi as the 2008 World Champion. There were some epic early battles with riders on fresh tires that eventually settled out into a tight 3 way race for the victory between Rossi, Stoner and Pedrosa as tire choices delivered the riders different strategies to the pavement and the time sheets. Gradually the recurring world champion moved up to third, second and finally into first, where he rode brilliantly to the top of both the Motegi podium and the 2008 World Championship. While Rossi picked up win number 70 in the premier class, Stoner settled for second with Pedrosa third narrowly beating Spanish rival Jorge Lorenzo.

Valentino Rossi is the only man to win the MotoGP championship on four different motorcycles! He is the best motorcycle racer that has ever lived. It is very enjoyable to watch him develop and push a motorcycle to new records with every ride.

Two more races to go and there's no reason for Rossi to stop winning. What a great MotoGP season.