Brands used to pay hefty fees to be sponsors of major attractions, such as the Super Bowl.

One reason: They benefit by borrowing brand equity from the event.

Turns out, there’s a much cheaper alternative.

Many brands, for nothing, are claiming “sponsorship” of free-floating concepts.

Why borrow equity from the Summer Olympics when a brand can borrow instead from, say, “the American dream?”

Here are a few examples:

• Mutual of Omaha: Proud Sponsor of Life’s Aha Moments
• American Cancer Society: The Official Sponsor of Birthdays
• Omaha Steaks: The Official Sponsor of Tailgating
• National Association of Realtors: Official Sponsor of the Word “Home”
• Ameriquest Mortgage (now defunct): The Proud Sponsor of the American Dream
• MetroHealth: The Proud Sponsor of the Comeback
• P&G: The Proud Sponsor of Moms (See TV spot below.) And in England, The Proud Sponsor of Mums.

These “official sponsor” taglines are, in so many words, reiterations of the brands’ essences, as if Harley-Davidson decided to be “The Proud Sponsor of Freedom of Expression.”

They claim “ownership” of words, such as UPS staking out “logistics” or Corona “beach.”

The official sponsor construct is no longer original. Nevertheless, affordable sponsorship opportunities are still available for “momentum,”  “thought leadership,” and “the end of the day.”

Any interest?