Stop Sponsoring Events. Be Funny About Them Instead.
Founder and Head of Growth, White Label Comedy
When a big event rolls around, most brands slap their logo next to a generic slogan and call it a campaign. That is the least creative, most forgettable thing you can do with all that attention. The move that actually lands is to be genuinely funny about the event itself, turning a moment everyone is already watching into one they remember you for.
What most brands do with a big event
Every time there is a World Cup, an awards night or a royal whatever, the same thing happens. Brands take a picture loosely related to the event, staple it to the slogan they were already using, and ship it. "Dull Inc, in partnership with the thing everyone is watching."
It reads exactly like what it is: five minutes of effort before someone's leaving party. It is unoriginal, and it is a waste of the ad spend behind it.
Why "in partnership with" is forgettable
The problem is that borrowing an event's attention is not the same as earning it. A logo next to a stadium does not make anyone feel anything, so nobody remembers it. You have paid to stand near the moment without ever becoming part of it.
Big events are dripping with emotion and shared culture, the passion, the rituals, the in-jokes fans already share. Ignoring all of that and just posting your logo throws away the only thing that would have made people care.
How to actually use the attention
Instead of sponsoring the moment, comment on it. A genuinely funny, well-observed take on the event, tied naturally to your brand, turns all that borrowed attention into something people screenshot and share.
That is the difference between being near the conversation and being in it. Done well, a single sharp joke about the thing everyone is already talking about will do more for you than a season of logo placement.
Work with us
Spotting the funny angle on a cultural moment, fast, and tying it to your brand is exactly what our team of comedy writers does. We turn the attention around big events into content people actually pass on.
If you want a team that can make your brand part of the moment rather than a logo beside it, work with us.
Adam Hunt
Founder and Head of Growth at White Label Comedy. He spends his days convincing serious brands that funny is the most profitable thing they're not doing.
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