What is an activation calendar?

• A. A calendar of sponsor logos.
• B. A schedule of activation activities across the season or event.
• C. A budget plan for marketing.
• D. A list of media rights fees.

Answer: (B)

An activation calendar is the schedule that shows when all activation activities will occur during a season or event. It wires together experiential activations, on-site promotions, sampling, digital engagements, and other sponsor activations, with dates, venues, milestones, and who is responsible. This helps the team coordinate timing, approvals, and resources so everything runs smoothly and aligns with the sponsor’s objectives. It’s not simply a log of sponsor logos—that describes branding assets or partner rosters—and it’s not a budget plan or a list of media rights fees, which are separate parts of the plan.