Is it a sponsorship or is it a partnership? There is a massive difference between the two, sponsorship is not partnership, it’s the same relationship as hooker and punter, it’s all about the money. Anyone can sponsor anyone as long as it’s legal and they have the right money.
Madonna has a brand partnership with Diageo which has allowed them to have Smirnoff Vodka, (which everyone knows is the low end of vodka which no one who likes vodka would actually buy) product placed in her new video for her latest comeback single and subsequent album.
Smirnoff will undoubtedly market this amazing happening for all it’s worth but will it increase sales? I doubt it. People aren’t daft they can see through a money for placement deal and know that Madonna is not really endorsing the brand, she has more expensive taste than that.
Katy Perry on the other hand has created a really cool partnership with The Sims. Electronic Arts (EA) announced plans “to develop multiple games within The Sims franchise featuring special Katy Perry themed in-game content and virtual goods.” As Perry very sweetly put it “I always like to think of myself as a cartoon, and now I’m a Sim,”
The first result of this collaboration will be an expansion pack for The Sims 3 Showtime — “Katy Perry Collector’s Edition” — released in March 2012. Perry is no stranger to The Sim-iverse. She recorded her song “Hot and Cold” in Simlish — the language of the Sims, natch — for a Sims 2 expansion pack back in 2006. The video is the most popular of its kind, according to EA.
Perry will now be very busy creating “accessories, clothing, hairstyles, furniture and props” for virtual people, as well as starring in ad campaigns for her Sims ventures.
Although Madonna chose a backing singer through a Dieago competition the difference of integration is immense between her deal and Perry’s with The Sim’s where she is very much involved and a willing partner, although still a commercial one too of course