The document discusses sponsorship and argues that it is often implemented lazily without involvement from decision makers, resulting in brand apathy. It notes that sponsorship investments have increased dramatically in recent decades but that sponsors often do not know how to properly implement sponsorships. The document advocates for sponsors to create useful branded utilities and content around sponsorships to generate awareness for both the sponsorship and the brand.

1. Making eyeballs work making minds think

8. YouTube gives everyone a channel

15. Examples