Tag: brand evaluation

Sports Integrity with iGaming Sponsorship 18th November, 2010

I was recently asked to sit on a panel at the Sport Business Group’s event: Sport & iGaming. Our panel topic was about how to maintain integrity in sport with the inclusion of iGaming sponsors.

After a lively debate, I realised I completely forgot to add some of the key points I wanted to say so thought I’d blog them down instead.

Benefits of iGaming Sponsorship into Sport

iGaming has helped fill a revenue gap in the market for sport rights holders. With the decline in sport sponsorship funding, iGaming has not only helped fill this, but have drastically added to the sport itself. Many of the iGaming companies have utilised the concept of partnership and have introduced many sport related offers, games, and betting options for their customers. Betfair even goes as far as providing any 5-a-side and 11-a-side football kit if they play at Betfair.
iGaming sponsor companies illustrate how the right sponsorship ‘fit’ can create synergies. One of the most important decisions on whether or not to sponsor is the audience fit. As sport typically attracts a demographic of males aged 30-50 and this is the iGaming target market, this has allowed iGaming sponsors to really build brand awareness cost-effectively by tapping into their target market in a way that is meaningful to them.
iGaming companies lead digital marketing resource and expertise to sponsorship activations. In my opinion, I believe that the sponsorship industry lacks the innovation that is seen in some other marketing brand campaigns. This is due to the traditional sponsorship rights and being able to contract only what is available. However, with the introduction of the most state of the art platforms, forums, and e-commerce within iGaming sites, this has provided a much needed surge for sponsorship activation to this outside the box.

For more information on sport and iGaming, be sure to check out the video of the event here.

Sponsorship Prevails under Economic Downturn 11th October, 2010

One only has to look at the success rates of the sponsorships of the 2010 Fifa World Cup to see that sponsorship can still prevail in a time of economic downturn. The official sponsors of this year’s sporting event, Budweiser, Coca-Cola and McDonalds, have lauded their sponsorships of the Fifa World Cup a resounding success, stimulating sales and increasing brand awareness on a global level. The fact remains that in spite of a necessity of cutbacks for all companies, the only way to stimulate growth in these difficult times is to increase sales. Brand awareness and mass exposure to your direct market remain the most effective ways to achieve exactly this.

During the World Cup, Budweiser beer sales were up 18.6 per cent in the UK over the comparable period in 2009, while Coca-Cola observed a 7 per cent increase in sales in Latin America. Despite already being globally recognised brands, this positive association allowed the companies to grow in spite of a spending-conscious public. By selectively sponsoring an event with great public appeal, companies such as these can increase their own appeal through association, without having to advertise why their product is better than it’s competitors. The public’s association of it with the biggest sporting even of the year will see to that.

For a company such as Red Bull, sponsoring extreme sports allows it to remain ingrained in public consciousness as an exciting, fast-living brand. Whether it be BMX biking or the Formula 1 Grand Prix, the message remains the same: Red Bull are the brand to go for if you aspire to live a high octane, stimulating lifestyle. Alternatively, by sponsoring the hugely popular Reading and Leeds festivals, Vodaphone can ensure it is in good stead with a music-loving youth generation, allowing it to be seen as a brand that has it’s feet placed firmly on the most hippest of grounds.

It would be a misconception to believe that a world still recovering from a brutal recession is one without need for a ‘luxury’ such as sponsorship. It is in actual fact one of the most cost-effective ways of generating growth, boosting sales and increasing brand awareness. By directly exposing one’s brand to its target audience, and thus allowing for brand engagement, companies can generate the positive upswing that will help lift us out of this recession, and not flailing in it’s midst. In an uncertain time, a strong public image is the greatest asset a company can possess, and a great affiliation through selective sponsorship can provide just this.

Need Sponsorship? Our top tips will show you how! part II 13th September, 2010

Our last blog gave you some tips for sponsorship seekers and here are some more for you to take away with you!

Tip: Internal buy-in is key

There is only so much one individual can do to make the sponsor feel like a partner. It is imperative that the whole organisation recognises and realises the benefit of sponsorship for the organisation and doesn’t look at it as a hassle or more work. If you cannot get your team to work with you and your sponsor, you will be unable to provide one of the core objectives of the sponsorship – mutual benefits through partnership activity.

Tip: Look beyond logo placement

Sponsorship is about engaging an audience and creating a meaningful experience. By understanding the sponsor’s objectives you can work together to create this. I cannot stress this enough, sponsorship is not about putting your sponsors logo on your marketing. It needs to go beyond logo placement to create brand engagement and touchpoints with the audience so the partnership resonates. Only then will sponsorship be successful.

Tip: Understand your prospects

Tailored sponsorship proposals are the only option when you are looking to generate significant sponsorship funding. Understanding your prospect’s business and budget timelines is key to building these relationships. With so much information available, there should be no excuses for not doing your homework and really finding the value underlying the proposition.

Tip: Account management

Account management is the key to a successful and sustainable sponsor relationship. Ideally, you should be looking to have long-term sponsors who continually fund your sponsorship proposals because they find value in their relationship and they enjoy the positive working relationship you provide. Making your sponsor feel like a partner by involving them in every step of the way will enable stronger engagement by them with you and your sponsorship platform.

Tip: Get help

Sponsorship can be very complex and it is simply not about asking for funding because you have a great proposition. When done properly, it will not only help to fund your activities, but will also create a meaningful relationship between your organisation, your sponsors and your audience – significantly adding value to your whole business. Information on how to create sponsorship proposals or information on how to create sponsorship opportunities can be found online, through forums, blogs, and books. Specialist sponsorship agencies like Slingshot Sponsorship can also provide training and consulting to help integrate a successful sponsorship department into your organisation.

Sponsorship for Professional Associations 1st September, 2010

Sponsorship revenue for professional associations in the UK is a booming business.

With marketing budgets being scruitinised, value for membership in professional associations is fierce. Professional associations have had no other option, but to start thinking outside the box through mergers, partnerships, and shared expenses. However, one emerging trend is the value and integration of sponsorship departments being led internally or outsourced by specialist agencies.

As sponsorship takes on many different forms, it requires professional associations to think more about integration and relationships for their members rather than monetary expectations, which have been the ways of the past.

By maximising their current assets through sponsorship, professional associations have the ability to create value for their members, their bottom line, and prospective members who attend the events. In this type of relationship – sponsorship is exceedingly successful.

A great example is the Direct Marketing Association UK. With over 50 current sponsors, the DMA has been able to successful help its members get in front of a niche audience of marketing professionals. Some companies have also taken advantage of larger packages which encompass the sponsorship of the DMA’s entire activities in a specific sector.

One such company is consumer credit and business information specialist, Equifax, which provides a range of services to support companies marketing to consumers and businesses. Reflecting its influence and authority in the marketing data arena, Equifax has become the DMA’s Overall Data Sponsor which includes sponsorship of DataSeal, the DMA Awards, regional activity, and the Data Tracking Study.

Laura Marlow, Marketing Manager for Equifax Marketing Services, says that becoming the DMA’s overall data sponsor was the perfect way for promoting Equifax as The Heart of Data Intelligence:

“Marketers have faced some real challenges this year, making it more important than ever that they have access to properly targeted, good quality data. Our role as overall data sponsor of the DMA has put us in an excellent position to make marketers aware of the services we offer, enhancing our brand and reputation in this important sector. We look forward to continuing to work with the DMA and its members to maximise the full potential of marketing data to create the most impactful and cost-effective campaigns.”

Chris Combemale, the DMA’s executive director, states that sponsorship is crucial to the mission of the DMA:

“Through the additional revenue of sponsorship, we can expand the number of professional services we provide, as well the number of insight and networking events we offer. These activities are integral to our purpose of promoting the business interests of our members and driving the growth of the direct marketing industry. Of course, through pairing our sponsor partners with suitably themed platforms we ensure maximum relevance and mutual benefit to their target market.”

Sponsorship agencies have an integral part to play in helping professional associations harness this revenue and creating successful partnerships. By creating a sustainable revenue stream to supplement event and membership fees, sponsorship can help your organisation continue creating value for the industry.