Category: Blog


Top 3 Tips When Prospecting For Sponsorship Sales 19th September, 2018

 

All too often, people in the sponsorship industry dive into sales headstrong, without proper justification behind each of their approaches. This leads to poor performance and a lack of interest from prospects and can be avoided simply by taking the time to identify fit.

 

The role of a sponsorship sales professional is to prove value through sponsorship to the brand they are approaching. It is crucial that before starting to sell sponsorship, key research is undertaken and brands are targeted which align closely to the specific assets, and have the best fit with the specific demographic.

 

Below are Slingshot’s top three tips when prospecting brands.

 

  • Visualise the audience experience: The first step before doing anything is to brainstorm the experience an attendee will get and to then understand how a brand would want to engage. This paints a picture as to which industries and brands would benefit the most from sponsoring and which might improve the experience for attendees.

 

  • Zeroing in on targets: Armed with an idea of what industries to consider, build a prospect list based on the synergies between specific brands and the demographic. The main point of sponsorship is to enable a brand to access an audience they couldn’t target otherwise, or to showcase that by engaging in sponsorship they can do this in a cost-effective way. It is important to consider what new products and services a brand is offering and how these can be integrated.

 

  • What’s the hook. With a solid prospect list in hand, outlining a tailored approach for each prospective client based on their current marketing objectives is essential before picking up the phone. A good tip is to think of 3 key points as to why the brand in question should become a sponsor. Pair the brands objectives with specific assets and use these assets to showcase how they solve a brands problem. For example; a consumer electronic brand is trying to increase it’s B2B capabilities and engage more with senior-decision makers in large organisations. The rights holder has a database (GDPR compliant of course…) of decision makers that would be the perfect potential clients of this brand, therefore the sales pitch becomes about utilising this database to engage and create new leads for the brand – something they couldn’t do without sponsorship.

 

It is essential to perform this research before diving in to sponsorship sales. It will ensure that the rights holder will understand what the sell is to each brand, and can therefor tailor their approach, solving a problem and not just asking for money.

 

At Slingshot we pride ourselves on the fact that each call is tailored for that brand in order to add real value to their marketing spend, and satisfy their marketing objectives. It is this highly tailored and specific sales strategy which has led to our impressive roster of clients, and testimonials which praise our “attention to detail”.

 

If you are looking for advice on sponsorship sales or any aspect of the sponsorship industry, we would be more than happy to offer our expertise, please email [email protected] with any enquiries.


Charity Sponsorship: Change your mindset – change your fortunes 21st August, 2018

Charity partnerships have shown they can be extremely effective when done right; you only have to look at partnerships between LEGO and WFF, Pampers and Unicef and the I am Shaquem Griffin video, which shook the internet to see this. But for many years, there has seemed to be a reluctance to maximise charity sponsorships.

In the digital age, modern high-level sponsorships have formed a crucial component of the strategic marketing mix, but it could be argued that CSR focussed sponsorships have seemingly been behind the curve. Although in recent times there has been a noticeable shift in CSR sponsorships, Slingshot believes that more can be done so that brands and charities can harness each other for a greater mutual gain.

Charities have the potential to offer brands so much more than CSR alone. In many cases, charities can offer everything that a normal rights holder can: brand awareness, experiential opportunities, direct sales, digital marketing and access to high-profile ambassadors. On top of this, CSR partnerships offer great client hospitality opportunities, and are generally linked to internal stakeholder and employee satisfaction. However, for more charities and brands to take advantage of these benefits, attitudes to these types of partnerships need to change.

Changing the Charity Mindset

Firstly, the charities themselves need to realise their commercial potential. Historically, charities have fallen into the trap of leading with a philanthropic pitch when in-front of brands rather than showcasing the value of a sponsorship deal. Charities are so unique and varied that they have assets and activation opportunities that many properties cannot offer, so charities must invest in the understanding of their audience, realising their USP and harnessing this for their commercial benefit. Additionally, we stress that charities need to be proactive! To get sponsors, you can’t wait for the proposals to come to you, you need to make them yourselves.

Changing the Brand Mindset

Attitudes of brands need to adjust too. There’s generally a timid behaviour towards charities: ‘we have to do this for goodwill, but we can’t use this as a commercial opportunity’… Of course, you can! Charities want to work with relevant brands to create value for their audience just like a music festival or sports team does. Being actively involved in a sponsorship that has a strong fit with your demographic will create value for the charities consumers and help your brand reach a more holistic set of objectives. This will lead to a more authentic long-term relationship, which will be far more effective than simply donating to a goodwill cause.

One charity that is following our approach is Muscular Dystrophy UK (MDUK). We spoke with Ramon Smits, the charity’s Business Development Manager, to understand what they think sets them apart and what their advice for other charities is: “MDUK understands that charities usually represent an opportunity for corporate philanthropy, but in recent times we have realised the commercial value of our own brand. We are the leading charity for muscle wasting diseases, which is a great title for partners to align themselves with! Through Slingshot, we have understood how to use our unique assets to boost our sponsorship revenue. We believe that other charities can benefit massively from truly understanding who their audience is and what they could offer potential partners; knowing that is vital to showcase your value and attract sponsorship!”

Slingshot can help with any enquiries about sponsorship. If taking your sponsorship strategy seriously is of interest to you, please don’t hesitate to get in touch!


Formula 1 Sponsorship is Moving Up a Gear – but who makes Slingshot’s Sponsors’ Podium? 5th July, 2018

With its heady mix of speed, excitement, danger and competition set amongst the backdrop of a luxurious, globetrotting lifestyle, you’ll struggle to find a more glamorous sport than Formula 1.

So it’s easy to understand why the incredibly popular jewel in motorsport’s crown attracts some of the biggest sponsorship deals on the planet. There are plenty of household names and premium brands who seek to get in on the action and benefit from the powerful connotations that even just the Formula 1 name itself brings.

But as we have highlighted before, sponsorship partnerships are moving away from simple logo adornments as rapidly as Lewis Hamilton off a grand prix starting grid. The key is now brand activations and shared benefits – and sponsorship in F1 is no exception to this trend.

How Formula 1 sponsorship is changing

A quick-as-lightning example of this would be BT’s partnership with the Williams team, which started up back in 2015. Their deal went miles beyond a mere association in name, extending to BT providing extensive technological expertise and an overhauling of their systems with the aim of cutting down Williams’ race times. Those crucial split-seconds are what really gets team bosses’ engines revving.

Three years on and now under the stewardship of Formula 1’s new audience-driven owners Liberty Media – who also count Live Nation among their portfolio – this sponsorship trend continues apace.

The launch of Formula 1’s first “fan festival” occurred just three weeks into the 2018 season in Shanghai, which was a full-throttle experiential activation ahead of the Chinese Grand Prix. That event was driven by a Heineken-branded stage boasting star DJs, as well as opportunities for other key global partners such as Emirates, Pirelli and Petronas to stretch their appeal to new audiences.

“The days of sticker and cash are gone,” says McLaren spokesman Tim Bampton, referring to the passive sponsorship of the past where companies simply stuck their logos on the race cars. “The demands of new sponsors have changed substantially.” And he’s not wrong.

Slingshot’s Top 3 Formula 1 Sponsors

But which brands are really driving Formula 1’s sponsorship game forward? To help us decide, we’ve put together Slingshot’s very own F1 sponsorship podium finish. It was neck-and-neck until the last corner, but here’s how they came over the line…

formula 1 sponsorship slingshot podium

3) DHL
Country: Germany

Formula 1 cars are all about speed and efficiency – just like DHL’s link-up with the world’s foremost motorsport. With over 35 years’ experience in motorsport logistics, vital in a global sport, DHL proudly label themselves as the unsung heroes who (in some cases literally) steer the ship and make things possible behind the va-va-vooms.

DHL’s Formula 1 Brand Activation
Not content with just enabling races to go ahead with the delivery of team assets, DHL launched two awards championing speed in both the F1 drivers themselves and their supporting teams: the DHL Fastest Lap and DHL Fastest Pit Stop Award. Furthermore, DHL are the title sponsor of Formula 1’s pioneering eSports competition, a tangible result of a brand working hard to innovate in sponsorship before they’re lapped by the competition.

2) Tata Communications
Country: India

Indian firm Tata Communications couldn’t keep pace with Heineken in the finishing stretch, but come a close second. Their efforts are heavily based around technological innovation within Formula 1, playing a critical role in enabling Liberty Media to step things up a gear with showcasing their new vision of the sport to its fans.

Tata Communications’ Formula 1 Brand Activation
During the 2017 Singapore Grand Prix, Tata Communications conducted a test of truly live 360º video on the track, which enabled fans across the globe to experience the pulsating action in and around the circuit as if they were there in person. If that wouldn’t get fans’ engines started, we don’t know what would.

1) Heineken
Country: Netherlands

Thanks to their refuelled efforts in Formula 1, Heineken have the pleasure of enjoying a victory lap around Slingshot’s track before spraying a bottle of their finest over their competitors.

The fan festival is just one example of how Formula 1 have provided Heineken with unique opportunities to engage with existing and potential consumers. This has helped rev up important growth areas such as commercial opportunities, responsible drinking awareness and skill transfers between F1 and their employees, leading to a boost of £12.6m in sponsorship revenue.

Heineken’s Formula 1 Brand Activation
Heineken’s brand activations do include traditional circuit branding and TV advertisements, however they are now motoring ahead with digital activations, live fan experiences and events, dedicated PR initiatives, and packaging and point-of-sale promotions.

Take a look at a couple of their recent campaigns:

“When You Drive, Never Drink” campaign

Heineken – When You Drive, Never Drink. from Sizzer Amsterdam on Vimeo.

“More Than a Race” campaign

Heineken, Formula 1 is More Than a Race. from Mathieu Caudroy on Vimeo.

Plus an honourable mention for Rolex
Country: Switzerland

Despite missing out on the Slingshot podium by a few hundredths of a second, we must also give an honourable mention to the Official Timepiece of Formula 1.

The 2018 season marked the sixth consecutive year Rolex were the title sponsors of the opening race, and in a timely reminder top their ties to the history of the sport, they were also the main sponsors of the British Grand Prix.

Rolex’s Formula 1 Brand Activation
With a nod to the importance of clockwatching in Formula 1, Rolex are also the Pit Lane Clock sponsors – a visual reminder of precision timing in F1. Recently, Rolex have also begun signing up some of the sport’s former greats such as Sir Jackie Stewart, Mark Webber and Nico Rosberg as “motorsport testimonees” to further extend their brand appeal to various audiences.

So watch this space – there’s a lot more to come from all of F1’s starting grid of sponsors under the demanding gaze of its audience-facing owners. And we can’t wait to see what that brings.

Interested in learning more about how to get the most success in sponsorship? Follow our social media accounts for regular updates:

Slingshot Sponsorship – Facebook

Slingshot Sponsorship – Twitter

Slingshot Sponsorship – LinkedIn


The 2018 FIFA World Cup Sponsorship XI – Which Sponsors fit where in Slingshot’s Starting Line-Up? 12th June, 2018

Sponsorship for the FIFA World Cup is a fundamental part of what makes the iconic sporting competition possible.

But it’s perhaps never been as important for governing body FIFA itself as it is in 2018.

FIFA post big losses most years – £275m in 2016, and £140m in 2017. However, these vast sums are offset by World Cup-year revenues, healthily boosted in no small part by tournament sponsors.

So how has it been looking for them in this World Cup year? It’s not been entirely smooth sailing. Russia’s hosting of the 2018 FIFA World Cup has been fraught with the odd spot of controversy since it was awarded FIFA’s jewel in the crown back in December 2010.

Inevitably, this has kept some potential sponsors away. Overall, there are five official tournament sponsors listed for 2018, which is down on the number from the previous two World Cups (eight in 2014 and six in 2010).

Coupled with FIFA’s seven long-term partners, it means there are 12 notable key sponsors altogether – which, fittingly, is the perfect amount for a starting XI and manager. This got us thinking: which companies could we put where and why into a starting line-up of sponsors? We put together our very own Slingshot Sponsorship World Cup XI below in a 4-4-2 formation.

Take a look, and then scroll down to find out precisely why each brand is playing where it is…

slingshot sponsorship 2018 fifa world cup sponsors xi

Goalkeeper: Mengniu

There’s a lot of competition out there when you’re facing the best teams in the world, so you need a top goalkeeper to stand any chance. Fortunately, we have exactly that in the shape of China’s market-leading dairy produce company – a giant in their field who provide a very strong base in the spine of the team and give a boost to the bones of the squad around them.

Right-back: McDonald’s

Whether it’s attacking or defending required from the right full-back position, there are plenty of options available on McDonald’s menu. When things are tight and the team require a bit of game management, they’ll have no problem making a meal of any challenges – but with so much to offer the team, they should be able to serve up a good shift.

Centre-back: Visa

The financial services company are fully invested in the team and, despite their longevity, aren’t anywhere near spent yet. That makes them the perfect candidates to sit in the heart of the defence, swiping through strikers at will – although they are at risk of getting carded.

Centre-back: Hyundai

Pacey defenders are a must in modern football, and Hyundai know exactly how to put their foot on the gas when they need to. At the same time they’re a solid proposition who put the brakes on any dangerous attacks they face. As an added bonus, they’re not liable to break down with injury at any moment.

Left-back: Hisense

Hisense have a lot to offer in this position, whether it’s crisp, clear vision when going forward or simply keeping cool when under pressure. What’s more, the Chinese white goods company is built like a fridge, making them an intimidating proposition for any opponent.

Right midfield: Qatar Airways

With the ability to fly down the wing and being economical in possession, Qatar Airways slot straight into the right midfield position. Preparation is key for them, with the right pre-match fuel required to perform – but when they get going, they can cover the entire field and are able to float in perfect crosses to the target men.

Central midfield: Gazprom

Bringing the energy into the midfield, Gazprom are ideal to have in the middle of the park thanks to their ability to clean up loose possession and naturally bring others in to play. They sometimes have a tendency to gas a bit too much to the referee, but overall they’re the oil which keeps the engine room of this Sponsorship XI ticking over.

Central midfield: Adidas

A stylish option to complement Gazprom’s energy, Adidas know exactly what they need to do to look good on the pitch. With top footwork and an intense training work ethic, they can draw upon a wealth of experience from top athletes across all sports, which allows them to perform with maximum impact.

Left midfield: Wanda Group

The Chinese property developers and cinema chain owners are right at home on the left-hand side, with proven ability to break down the opposition and help build on possession. They’re definitely one to keep an eye on, as anything could play out with them involved during the 90 minutes before they head back to the luxury team hotel.

Centre-forward: Budweiser

Yes, they may be somewhat overconfident on occasion, but Budweiser has the ability to settle the team’s nerves when leading the line upfront. Just be warned if the game goes to a penalty shootout, however: they could struggle to keep their legs composed during the run-up, resulting in bottling their effort altogether.

Centre-forward: Coca-Cola

Coca-Cola provide a refreshing look to the front line, making them the perfect strike partner in a fluid front two. Their presence gives those around them a much-needed boost, and they provide an exciting fizz in attack, although that can wear off after a short while making their performance fall flat.

Manager: Vivo

Some say this is a shrewd appointment from the board, and the fantastic reception Vivo have got from people phoning in to talk shows speaks volumes. But the proof is in the pudding and fans will be hoping Vivo’s new-age thinking and innovation on the field won’t be too much to take in for the squad.

Interested in learning more about how to get the most success in sponsorship? Follow our social media accounts for regular updates:

Slingshot Sponsorship – Facebook

Slingshot Sponsorship – Twitter

Slingshot Sponsorship – LinkedIn


Christmas Comes Early as Southbank Centre Teams up with Slingshot Sponsorship on Wintertime 2018-19 24th April, 2018

Slingshot to manage all commercial partnerships for UK’s largest winter cultural celebration

Slingshot, the award-winning sponsorship agency, today announces that it has been appointed by London’s Southbank Centre, the world-famous arts hub, to manage its commercial rights for Wintertime, the UK’s largest celebration of winter culture.

Slingshot Sponsorship will handle all commercial rights and partner opportunities ahead of the 2018/2019 event.

Wintertime will once again become the winter destination for Londoners and tourists alike, providing a magnificent blend of inspiring artistic content and family entertainment for the holiday season.

During the event, which spans three months from November 2018 to January 2019, the Southbank Centre’s Queens Walk will be transformed into a twinkling winter extravaganza filled with Christmas surprises, attractions and activities for everyone to enjoy. The celebration integrates an unrivalled and truly diverse arts and culture programme, festive food and winter markets, as well as headline shows, the fantastical fairy tale Rumpelstiltskin and the daredevil spectacular Circus 1903 – making it the place to be for both consumers and brands this winter.

Alix Wooding, Director of Development at Southbank Centre said: “We are thrilled to offer our ever-popular Wintertime once again as a seasonal celebration by the side of the Thames and we are looking for a dynamic partner to help us deliver an experience that is fun and inspiring.”

“Slingshot has an excellent reputation matching partners together and we look forward to working with them to find the perfect team to take with us on this journey.”

Slingshot Sponsorship enhances its clients’ commercial rights by uncovering new value through development of sponsorship assets thus providing a sustainable platform for brands to benefit from at all levels.

Sam Howell, Sponsorship Director of Slingshot Sponsorship commented: “Southbank Centre as a location is one of the most well recognised and iconic around the world and we are looking forward to working on the Wintertime event to showcase its undeniable potential to deliver world class partnerships with brands.”

Commercial opportunities are now available for the 2018/2019 Wintertime event. Drop us a line to discuss how Wintertime can work with your brand.

 



The Key Sponsorship Benefits for Brands 4th April, 2018

The Key Sponsorship Benefits for Brands

It won’t surprise you to hear that we believe there are some fantastic sponsorship benefits for brands. But what are they? Here are the some of the key benefits that will get you thinking about how sponsorship could really help your brand. If you’d like to have a chat about how you could be using sponsorship to give your brand a significant boost, drop us a line today.

Brand Awareness

One of the most obvious sponsorship benefits is brand awareness. Quite simply, the sponsorship gets your brand in front of people you want to see it. This can be on a large scale, like sponsoring a top tier football team with the huge TV coverage you’ll get as a result. Or it could be a more affordable, lower level sponsorship, like sponsoring a village fair or dog show. There are opportunities to suit your brand, no matter what budget you have and the audience you’re trying to reach.

Brand Alignment

Sponsorship isn’t just about pure reach and awareness. A key benefit is also how it can shape the way your brand is perceived. High-end brands like Hugo Boss are keen to sponsor teams and events in the worlds of sailing and Formula One because these sports are viewed as affluent and aspirational, which sits perfectly with the Boss brand values. Choosing the right sponsorship can completely transform the way people think about your brand.

PR and Content

In the Hugo Boss example, the brand are able to gain access to imagery to use in their own messaging and branding. A stunning shot of a yacht sailing to victory with the Hugo Boss logo on the sail, for instance, can be used in their marketing and PR, giving the sponsorship greater longevity and ROI.

Brand Ambassadors

Similarly, sponsoring athletes or teams, or musicians or bands, can align your brand with what those individuals stand for. This provides a face for your brand and increases awareness and credibility. Fans who love the individuals will have more positive feelings towards your brand simply by that association.

Client and Customer Engagement

Making clever use of your sponsorship can help with client engagement in terms of hospitality and VIP opportunities. Let’s say you have sponsored a football team, you could secure a corporate box for every home game, enabling you to entertain clients and potential clients. With GDPR and bribery laws stricter than ever, this is a great way to build relationships without worrying about regulatory interference. Other things like tickets to give out to customers, prize winners or employees are another great way to get more out of your sponsorship.

Product Integration

Depending on your brand, sponsorship can be a great way to get your product directly integrated with the team or entity you’re sponsoring. Audi’s long-term sponsorship of Barcelona ensures every player only drives one of their cars. Barcelona even upload a video when the players receive their new cars for the season. This level of integration is slightly unusual, but even providing official cars to transport players to training or matches further strengthens the association between brand and team.



Should You Give Your Logo Space To Charity? 28th March, 2018

Would you give your logo space to charity?

You pay a fortune to have your logo displayed, and then give your logo space to charity? This may seem like a good deed but a poor business move, but it’s actually great news for your brand.

Which brands are giving their logo space to charity?

In recent seasons, brands including Grosvenor Casinos (Fulham FC), SportsPesa (Everton), Betway (West Ham) and Virgin Media (Southampton FC) have all donated their front of shirt sponsorship to a charitable organisation. They let the charity display their logo for one match to help them raise awareness.

Why do these deals work so well?

This is great news for the charity, who secure a placement that could be worth over £100,000. A Premier League shirt sponsorship can cost anywhere from £1.5 million to over £50 million a year, depending on the club. That puts it beyond the reach of most charities.

But giving the logo space to charity is also great news for the brand doing the good deed.

Brands pay these huge amounts to be shirt sponsors in order to raise brand awareness and build fan affinity. The supporters love their club, so they’re more likely to harbour good feeling towards the brands that support it.

Giving up this valuable positioning for one game is unlikely to have any negative effect on brand awareness. In fact, the fans are more likely to notice the normal sponsor being back for the following match. They will also recognise the good deed done by the brand, helping fan affinity.

It’s great PR for the brand and fantastic exposure for the charity, so it’s no surprise that these arrangements are becoming more common.

Is this a sign of things to come?

We wouldn’t be surprised if brands continue to think of increasingly creative ways to use the logo space they have paid for. Running the same logo on the same shirt for a whole season may even cease to be the norm.

Notts County took the innovative step of selling its shirt sponsorship to nine individual brands across the 2017-2018 season, with each one securing the spot for a month. This enabled smaller brands who wouldn’t have been able to afford a season-long sponsorship to get involved. Even Nottingham-born musician Jake Bugg took a slot, paying to have his name displayed on the shirt during every game in November.

See how Slingshot can help you get the most from your sponsorship strategy
OLDER POSTS
NEWER POSTS