Snowboxx Festival Secures Rockstar Energy Drink as Official Partner

Rockstar Energy Drink has been announced as the ‘Offical Energy Drink’ for Snowboxx Festival 2016 with the agreement brokered by Slingshot Sponsorship.

Snowboxx Festival has found a new home in Avoriaz, the heart of the Port du Soleil ski region. The festival is creating something never before seen at winter festivals, its own ‘Snowboxx Village’ in the heart of the town. The village will host a plethora of events, main stage performances, off-the-wall festival features & local food and drink stalls.

The partnership will see Rockstar Energy Drink integrate throughout Snowboxx 2016 having been granted use of use of a range of Snowboxx imagery and assets. This will be further supported by VIP competitions to offer attendees the opportunity to experience Snowboxx 2016 as a true Rockstar.

Gordon Donald, Brand Manager for AG Barr commented “Rockstar Energy Drink has always had a close connection with music and winter action sports so partnering with Snowboxx felt like a perfect and natural fit for our us. The festival has grown each year and the Rockstar team are excited to bring our unique brand of energy and party to Avoriaz!”

Following sell out attendances in the last three events, Snowboxx 2015 featured the likes of Jungle, 2manydjs, Blonde and Eton Messy for a week of music and slopeside activities. Now Snowboxx 2016 is set for an even bigger 2016 lineup with chart topping duo Sigma and double Mobo award winner Stormzy already featured on the bill alongside hip-hop legend Grandmaster Flash.

Aden Levin, Managing Director, Snowboxx remarked “The partnership with Rockstar Energy Drink is really exciting for Snowboxx. The brand embodies the Snowboxx spirit of living life to the full and there is a great crossover between the event attendees and their audience. We look forward to welcoming them to Avoriaz!“.

Final tickets now remaining for Snowboxx 2016 now at

Slingshot Sponsorship Walk Away with Two Bronze Awards at the Field Marketing & Brand Experience Awards in London

Last week the Slingshot team attended the Field Marketing & Brand Experience Awards at the Troxy. It was a really great night with eccentric British themed activities, topped off with two bronze awards! We were rewarded for the Outsourced Sales Performance of the Year for our work over the past five years with the What Car? Awards as well as the Most Effective Sponsorship Activation for our work with Ableton at Outlook and Dimensions Festivals in 2014.

Slingshot came on board with the What Car? Awards in 2011 transforming the sponsorship revenues within the first year; however, being retained since, revenue has continued to increase year on year.  Beyond that sponsors now working with the What Car? Awards have been integrated throughout other areas of the business – illustrating how partnerships are integral to the overall organisation.  As one of Slingshot’s first clients, their success and multi-award winning sponsorship programmes is recognition for our new approach to developing sponsorship in today’s changing landscape.  Find out how we did it on the case study here.

Securing bronze for the Most Effective Sponsorship Activation is particularly relevant this year – outlining how Slingshot worked with a rights holder to develop new properties based on insight.  The development of the Knowledge Arena is the first activation of its kind worldwide.  This development of roundtables, show and play technologies, and panel discussions at a music festival was welcomed and become a key driver for music software and technology companies partnering with the festival overall.  See the full case study here.

Given the fierce competition, we are really proud of this achievement which is a testament to the team and the clients who worked hard to make this happen.

To Buy or Not To Buy – Michael Jordan & the Cost of Two Coupons

Money is almost always a closely guarded secret, whether between friends, business relations or colleagues.

Nowhere is this more prevalent than the world of sports business with undisclosed fees for player transfers and the value of sponsorship deals rarely disclosed, so not to alert others to an inflated bank balance or be extorted for a fee. However, what happens when a company uses rights it has no possession of?

This was the focus of an unusual dispute between Michael Jordan, Safeway and Jordan’s long-term sponsors Nike.

Following Safeway’s unsolicited use of the Michael Jordan name without permission the two recently visited court to settle a proposed $10 million payment from a 2009 infringement.

In 2009 a subsidiary of Safeway’s placed in an advert and coupon incorporating Jordan’s name and Chicago Bulls number within a commemorative Sports Illustrated issue (of which only two were ever redeemed). However Jordan’s lawyers and endorsement history advise that he would not have accepted such a deal. Safeway believed this should be in the region of $126,900, more widely reported as closer to $500,000 from a licencing agreement which MJ held at one point over the last decade.

The argument posed by the athlete is that Jordan name is such a force in the marketing world that this requires a substantial rights fee, something he is keen to reinforce following a statement reporting an income of over $536 million in sponsorship alone from 2000 to 2012.

This is where Nike and other sponsors take interest.

As MJ and his legal team seek to prove how much an organisation typically purchases these rights leading to Judge John Blakely to rule that Nike and other sponsors must divulge their contracts to the court – something that they neither asked for, nor were keen to divulge to their competitors.

Despite being desperate to retain the fiscal anonymity within Michael Jordan’s contract, (a document so closely guarded reportedly only three member of staff have access and it is held in a separate area to all other contractual agreements at the Nike headquarters) the judge ruled this must be shown to the court.
The case is now settled with Safeway ordered to pay $8.6m in rights fees to Jordan, despite Michael expressing “it was never about the money”.

In the world of sponsorship it is always better to acquire those rights than use without permission – who knows it might just save you $8.1m in the long run.

Slingshot Sponsorship’s Very Own Jackie Fast Has Been Shortlisted For Small Business Entrepreneur Of The Year

Slingshot Sponsorship’s MD Jackie Fast has been shortlisted for a GB Entrepreneur Award after she was recognised at last year’s event for her success and achievements within the sponsorship industry.

Having started the company from her bedroom 5 years ago, Jackie has rapidly grown the agency to open three international offices, working with the world’s biggest clients. By focussing on a diverse clientele base, Jackie is pioneering the current development of sponsorship.

The Great British Entrepreneur Awards is the benchmark for entrepreneurial success, designed to celebrate the contribution of entrepreneurs to the UK economy. The awards seek to acknowledge and honour the individual, not the business, and in Jackie’s case; her hard work, creativity and energy she has drove into the creation of Slingshot Sponsorship.

Jackie stated; “I am delighted to be nominated for this award. The event itself celebrates entrepreneurship in the UK, which I am particularly proud to be associated with.”

The entrepreneur who wins Small Business Entrepreneur of the Year will have examples that show their resilience and fortitude in overcoming obstacles and difficulties to ensure a secure and growing success.

The GB Entrepreneur Awards will take place on 25th November at The Ballroom, Southbank.

Slingshot Sponsorship Shortlisted For Three ESA Excellence Awards

Slingshot Sponsorship is delighted to announce that they have made the shortlist in the ESA Excellence Awards not just once, but three times. Against fierce competition with a significant increase in award entries this year, Slingshot have been shortlisted within the B2B Activation Award for their work in securing Hill Dickinson as a sponsor for GB Taekwondo, focussed on reinvigorating staff and driving revenue within law. As a reflection of their strong work with commercialising rights holders, they have been shortlisted for a further two entries within the Rights Holders Achievement Award for their work with the What Car Awards and Wales Rally GB.

Jackie Fast, Managing Director, Slingshot Sponsorship said: “We are absolutely thrilled to be shortlisted three times this year.  It’s a reflection of a lot of hard work within the agency as well as a lot of confidence from the clients we have been working with over the past couple of years.  It’s also an honor to be shortlisted against some great agencies and campaigns.  We are really looking forward to the event!”

The ESA Excellence Awards reward exceptional work created by sponsorship professionals across all of Europe and across a wide spectrum of sectors. These include sport, media, entertainment, culture, community and corporate responsibility. This year ESA has introduced a host of new categories to keep pace with the evolving way in which sponsorships are being used by marketers.

To book tickets for the Awards ceremony on Thursday 11 February, 2016, at Café de Paris, London, visit .

Football clubs and brands: What’s the crucial ingredient for successful sponsorship?

When considering what brands to approach for sponsorship, brand values are a crucial ingredient for successful sponsorship. Football clubs, in particular, must be careful when aligning with brands who do not share similar values as the potential reaction to such deals can have far-reaching consequences and usually serve to widen the gap between board and fans. Without these shared values, football club-brand partnerships are susceptible to failure as the following three cases demonstrate.

Newcastle United & Wonga

One of the key issues at the heart of Newcastle fans’ disenchantment with Mike Ashley’s ownership dates back to 2012, when Wonga agreed a four-year £24m sponsorship deal with the club. Despite the brand making a promising start with the fans by returning the stadium name to St James Park as part of the deal, Wonga’s sponsorship of the club never achieved their aim of forging a reputation as a reputable company. As soon as the deal was agreed, the brand received an onslaught of criticism from fans, MPs and media commentators. This was followed by a stinging attack on the brand by the Archbishop of Canterbury in 2013. The following year, Newcastle fans successfully lobbied the brand to remove their logo from children’s replica kits. Finally, during the climax of the 2015 league season, Wonga’s £40m financial losses were openly celebrated by fans on social media which capped a bad year for the brand when PR and branding agency, Aberfield Communications, labelled them the worst for fan engagement in the Premier League.

For sponsorship to be successful, both parties must have shared values. In Newcastle and Wonga’s case, it is clear the brand values of both organisations diverge significantly. Newcastle United is known for its ambition and integrity coupled with a passionate, loyal fan base. Wonga, on the other hand, has encountered numerous controversies since its incorporation in 2006 including the chasing of customers with fake law firms and targeting vulnerable individuals with high-interest short-term loans. Positive initiatives such as investment in the club’s academy and free ticket giveaways on Twitter have consequently not swayed fans towards a positive perception of the brand.

Bolton Wanderers & Quickquid

Another football club that has encountered issues with their shirt sponsor in recent years is Bolton Wanderers who signed a sponsorship deal with payday lender Quikquid in May 2013. However, by June 2013 the deal was terminated.

The £500K shirt deal almost immediately came under scrutiny from fans, who managed to amass 1900 signatures for a petition objecting to the deal. Their objections were upheld when the club decided to renege on the deal after a month. Bolton South East MP, Yasmin Qureshi, commented at the time: “It’s completely wrong. These companies prey on the vulnerable and they should be illegal.” After a month of backlash, the Bolton Wanderers board succumbed with technology firm Fibrlec eventually replacing the payday lenders on the front of the club’s shirt. Labour MPs Chris Evans and Stella Creasy applauded the move with fans agreeing that the sponsorship was not in keeping with Wanderer’s image as a community-based “family club”.

Bolton’s response to criticism of the deal differs markedly from Newcastle United, who, despite receiving a backlash over the Wonga deal, kept the brand as sponsor despite the unpopularity with fans. In Bolton’s case, the Quickquid sponsorship failed not only because of a lack of shared values, but the sum involved was low enough to prompt the board into action. If it had been worth the seven-figure sum as in Newcastle’s case, the deal most likely would have had greater success.

FC Barcelona & Qatar Foundation

In 2010, FC Barcelona agreed their first ever corporate shirt sponsor by signing a £25m 5-year deal with the Qatar Foundation. The deal was signed amid a period in which Barcelona’s debt had climbed to £370m, necessitating a deal that was the most lucrative shirt sponsorship in football history at the time. Despite the Qatar Foundation’s commitment to education rights in the Middle East as a non-profit body, the sponsorship was met with opposition. FC Barcelona fans accused the club of “selling the shirt” which had refused revenue from a corporate shirt sponsor for 113 years. Qatar still remains on the shirt today but as Qatar Airways, following an activation of a clause in the sponsorship agreement. However, its presence divides opinion. Sandro Rosell, the former President who signed the deal, resigned in 2013 partially as a result of its unpopularity.

The Barcelona-Qatar relationship had all the hallmarks of a successful sponsorship, yet, this never occurred. Despite the Qatar Foundation’s commitment to a virtuous cause, the association with Qatar, an absolutist monarchy, contrasts with the “People’s Club” philosophy. This refers to the fact Barcelona is a democratic club, owned by the fans, who are used to voting on key decisions, unlike employees from the Qatar Foundation. Furthermore, the association with Qatar’s unpopular World Cup bid was another factor that did not help foster a positive relationship.

The success of football club sponsorship is underpinned by strong shared values. Therefore, clubs must consider a brand or organisation’s past history and organisational makeup when searching for sponsorship. Regardless of whether a brand’s future activities have sound principles, past associations and controversies will skew fan and media perception. As a result, it is imperative they work with fan groups to negate any issues that may arise from pursuing deals with controversial sponsors.


Slingshot Sponsorship’s MD Jackie Fast Expands Training Sessions to Singapore

Slingshot Sponsorship’s MD Jackie Fast will be presenting a two day training course in Singapore on November 30th and December 1st with Marcus Evans. This is a unique chance to hear from one of the industry’s leading experts on how to successfully secure sponsorship in today’s landscape. Slingshot Sponsorship’s aim is to help you grow your company through sponsorship programs that create priceless opportunities to consumers and incorporate motivating factors to drive brands investing in sponsorship.

With the increase of digital and technology, a seismic shift has been created in the way consumers engage in the world around them – and this has a significant impact on brands and how brands utilise sponsorship to engage with their target audiences. Industry challenges can be addressed and deals done with a better understanding of sponsorship effectiveness than ever before.

Slingshot Sponsorship has successfully been a driving force within this new framework of sponsorship and this two day course will outline why traditional sponsorship practices no longer work in today’s industry. Slingshot will help you discover ground-breaking partnerships big or small, noble or novel, which are punching above their weight and measurably building businesses, brands and communities.

Key takeaways from the event will include:

  1. The New Benchmark: Why Are You Playing By Old Rules?
  2. Meaningful Marketing Mix: The New Heart of Corporation or Non-Profit Partnership
  3. Finding the Right Fit for Sponsorship: The Right Property to Maximise your Sponsorship Investment
  4. Captivating Ways to Create Values in Sponsorship
  5. Sponsorship Sales Contribution: Dynamically Embrace Reliable Results

Jackie Fast commented, “I am extremely thrilled to be coming to Singapore to present our agency’s framework for sustainable sponsorship for both rights holders and brands.  With an office in Singapore, we can help provide further support for our delegates in the long term so I am delighted to be able engage with the Singapore sponsorship industry.”

Be a part with other forward-thinking leaders to find new and emerging practices, insights and anecdotal sharing for succeeding in an industry where the only certainty is change.

To book your place please click here. 


Slingshot Sponsorship Shortlisted for Most Effective Sponsorship Activation

Slingshot Sponsorship has been shortlisted for the Most Effective Sponsorship Activation for their work with Ableton and the Knowledge Arena at Outlook Festival 2014 in the Field Marketing and Brand Experience Awards.  The category nominates those brand campaigns that were exceptional in any sector and the shortlist ranged from sport, music and B2B sponsorship activations.

Ableton is a Berlin-based music software company that produces and distributes the production of products and software controllers.  As the sponsor of the first ever Knowledge Arena at Outlook Festival, Ableton created a Show & Play Zone which was supported through significant artist content including round table discussions, forums, panels and a number of workshops.  This integration has provided a new stream of content for the festival, while providing unrivaled customer experience.

To watch the entry video click here.

This category was highly competitive with some of Europe’s leading sponsorship agencies such as Frukt Communications, Synergy Sponsorship and Wasserman Experience also being shortlisted.  To see the full list of shortlisted entries at the Field Marketing and Brand Experience Awards click here.

The winners will be announced at an Awards Ceremony held at The Troxy in London on October 22nd, 2015.


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