Slingshot Sponsorship wins SME News’ most innovative sponsorship agency award for 2018. 27th November, 2018

Slingshot Sponsorship wins SME News’ most innovative sponsorship agency award for 2018.

 

London, UK, 27/11/18 – Slingshot Sponsorship, a strategic sponsorship agency, has today been named 2018’s most innovative sponsorship agency by SME News as part of their Business Elite Programme.

SME News (a brand of AI Global Media) is a quarterly publication which draws on a UK wide network of industry insiders to provide CEO’s, leaders and decision makers with cutting edge features, the latest news and industry deals.

The awards programme, strives to showcase the talent, hard work and commitment of SME firms from a vast array of industries across the UK. Its Business Elite program is formulated on the back of months of qualitative and quantitative research to ensure that its awards are a true representation of the very best that the SME environment has to offer. This tried and tested method ensures that each and every award is given on a strictly a merit basis,

Kieran Morris, Director of Slingshot Sponsorship stated: “We are extremely proud to win this award from SME News. We have had a great year creating and evaluating sponsorship opportunities for our clients including Extreme Tech Challenge, London New Year’s Day Parade, NOW TV and Southbank Wintertime Festival. Winning this award has topped a great year and we can’t wait to see what 2019 brings!”

To see the full list of winners, click here.

About Slingshot Sponsorship

Slingshot Sponsorship is an innovative strategic sponsorship agency based in Central London with offices around the world.  Slingshot works across all industry sectors to help organisations identify, create and optimise assets so they become engaging marketing opportunities for brands to partner with.  Clients include diverse verticals such as publishing, events, music artist rights, award programmes, music festivals, business conferences, sports teams and charities – all with a desire of pushing the boundaries in traditional sponsorship.

For comments and information, please contact:

Kieran Morris, Director, Slingshot Sponsorship

Telephone: +44 (0)7527 784019

Email: kieran@slingshotsponsorship.com


Extreme Tech Challenge (XTC) announces Top 25 for Fifth Annual Competition 25th October, 2018

Passion, purpose and innovation are key characteristics of the Top 25 Challengers poised to take on ACTAI Global’s Extreme Tech Challenge (XTC) 2019; the fifth annual race to Sir Richard Branson’s Necker Island. Unveiled during the XTC 2018 Finals on the island this week, the Top 25 contenders will now embark on the world’s ultimate startup competition.

XTC 2019 unfolds across key stages throughout the year leading up to the finals on Necker Island, scheduled to take place April 3rd 2019. This year’s top 25 features companies from twelve countries including Thailand, Estonia, Switzerland, Norway, Israel, Australia, Turkey, USA, Mexico, and more.

There is also a wide variety of industries represented, with this year’s top 25 featuring an increase in energy, environment, and wellness categories. Other highlights include almost half of the companies represented on the list having female founders. More info on the top 25 below in alphabetical order!

  • ActiveProtective: A belt that promotes safer mobility of older adults using wearable airbags. The company is based out of Philadelphia and focuses on the wearable industry.
  • bitlumens: Based out of Switzerland, their mission is to offer a peer to peer platform where users adopt off-grid Solar systems to reduce carbon emissions and get access to lighting and water in places where there is no power grid.
  • Civic Eagle, Inc: This Atalanta based company helps organizations automate their discovery, tracking, and analysis of important legislation with artificial intelligence.
  • Earth Ledger: Based out of Estonia, Earth Ledger looks to resolve climate change using blockchain technology.
  • echoAR: A cloud platform for augmented reality (AR) apps based out of New York City.
  • Einride: Based out of Sweden, Einride provides a system for autonomous and zero emission road transportation.
  • Elevian: A company that develops regenerative medicines to treat and prevent age-related diseases. They focus on the Biotech industry and are based out of Boston.
  • Empower AS: Based out of Norway and focused on the environment, Empower AS is a digital plastic waste deposit system.
  • EnlightAID: A company fighting corruption in aid through transparency technology. They are based out of Norway and focus on the FinTech industry.
  • eWATERpay: Based out of the United Kingdom, eWATERpay uses IOT & Mobile Money to deliver sustainable water supply to 1 billion. Their main industries are energy and cleantech.
  • Liven: A digital currency company based out of Australia that focuses on lifestyle rewards and a mobile payment wallet.
  • Lynq: The only location tracker that works over miles – without phones, networks or infrastructure, founded in New York.
  • MicroEra Power – CHPplus: Based in New York, the company was founded on the belief that Engine + Fuel cell + Storage = onsite cooling, heat, power, and a fast payback!
  • Mymee Inc: A healthcare focused company from New York City that has created a digital therapeutic program to reverse the symptoms of autoimmune disease.
  • Nori Carbon Removal Marketplace: Nori is a Seattle based company that is creating a new way for anyone in the world to pay to remove excess carbon dioxide from the atmosphere. Its purpose: to reverse climate change.
  • NurtureCo: A healthcare focused company out of New York City that makes elder home care management easier. 
  • Nyx Technologies: A Neurotechnology company out of Israel that is currently developing a wearable headband that monitors and changes brain activity in real time. 
  • re:3D: A company out of Houston making human-scale 3D printing accessible.
  • Synapbox: Based out of Mexico City, Synapbox is a content testing platform that helps you measure consumers’ emotional and visual real-time responses that turn into sales.
  • Team uSens: Launched in 2013, uSens is headquartered in the heart of Silicon Valley and build interactive virtual experiences.
  • The Last of Ours: A platform for conservation initiatives to raise awareness and funds. They are based out of blockchain and centered around the blockchain industry. 
  • Uizard: Based out of Demark, Uizard has created the world-first AI to transform user interface images to code automatically.
  • WeWALK: A smart cane for visually impaired. The company is based out of Istanbul and focuses on the world of accessibility.
  • WILD Technologies AI: Based out of San Francisco, WILD Technologies AI empowers humans to reach their personal best.
  • WOMIN.IO: This New York City company provides a platform offering peer to peer engagements, verification, and the use of escrowed compensation through smart contracts on a blockchain.

 

Beyond the top 25, XTC would also like to provide an honorable mention to three companies with scores close to the finalists. These companies are Chai EnergyNorby Robotics, and ZON Products, all creating functional consumer products that improve people’s lives.

If you are interested in getting exclusive access to any of these start ups – or looking for one of the most unique B2B marketing and networking opportunities on earth – get in touch with Slingshot Sponsorship  to discuss partnership opportunities.

Original: http://www.extremetechchallenge.com/2018/10/24/xtc-2019-top-25-announcement/


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!


How to Master the Art of Brand Activation in Sponsorship 26th June, 2018

Creative brand activation is crucial to captivate an audience and create long-lasting, memorable experiences. Here, we reveal the future direction of brand activation in sponsorship and provide a case study of a perfect execution of this by Vitaminwater at the WayHome Music & Arts Festival.

Sponsorship has rapidly moved away from being just about planting a logo somewhere visible for crowds to walk past and occasionally acknowledge. The now and future lies very much in brand activation and consumer engagement.

Executing this new method of brand activation effectively benefits both sponsors and rights-holders. By tapping into audiences’ personal journeys, you ensure that an emotional connection can be created, with memorable experiences – in turn creating a strong loyalty to the brand.

This rise in creativity and innovative ideas provides a platform for brand associations with popular public passions, such as music festivals and sport events. Areas such as these capture fans in a positive environment, producing golden opportunities for sponsors to develop deep personal connections with audiences.

Simple as the theory may sound, there is a definite art to cultivating creative ideas from inception right through to effective delivery. And it’s something, for example, Vitaminwater achieved in style at the WayHome Music and Arts Festival.

Case Study: Vitaminwater and WayHome Music and Arts Festival

Vitaminwater’s Hydration Station at the WayHome Music and Arts Festival is a fantastic example of how brand activation in sponsorship can be achieved extremely effectively.

Amid the sweltering Canadian summer heat, Vitaminwater’s idea of creating a “human car wash” proved enormously popular. Festival goers immersed themselves in cool mists at their branded area and – coupled with bottled drink handouts – instantly felt refreshed and rehydrated. These feelings link directly to the core values of Vitaminwater’s brand.

Furthermore, guests had the opportunity to have their photograph taken at the Hydration Station with their festival wristband. These pictures were sent directly to their email address for ease of sharing on social media and, with little extra effort, Vitaminwater and WayHome were soon being promoted across guests’ newsfeeds with native, shareable content.

Unsurprisingly, Vitaminwater’s Hydration Station proved to be a hugely popular addition to the festival. It was unique, playful, served a valuable purpose and ensured guests genuinely engaged with the product, adding a new dimension to their experience at the event.

Key takeaways

Creating ways in which audiences can be actively involved with a product experience will generate a strong, long-term emotional connection to the brand.

Consider it objectively: fresh, innovative ideas drive the commercial world – and it’s no different with brand activation in sponsorship. Doing this creatively entices consumers in to discover more and you will be able to connect with them on a deeper, personal level.


Top 5 Tips On Maximising Sponsorship At Your Next Event 8th April, 2016

Sponsorship is not only important for generating financial resources but also is crucial in creating credibility, brand experience, audience engagement and goodwill. Which begs the question, why don’t more events or platforms bring sponsors on-board? A recent survey in Admap magazine showed 86% of sport fans welcome brand interaction as they believe it will improve their experience.

One issue experienced within the event industry is that brands rarely maximise the ROI from the events they integrate with, as such they dismiss many opportunities whilst squandering their marketing budget on archaic forms of promotion such as logos badging instead of recognizing the real benefits that lay within sponsorship.

  1. Monetary Benefits

Sponsoring events that have your target audience provides brands the opportunity to:

  • reduce marketing budget spend through the efficient use of marketing budget and integration
  • increase direct sales
  • gain PR content through involvement and activation
  1. Brand Experience

Sponsorship of an event offers organisations a platform to access their target audience – creating meaningful brand experiences. This enables the brand to let the audience become part of the brand and product. The experience is always dependant on the product’s interaction capabilities, but a successful brand experience is always more engaging than a logo. Through this criteria the engagement becomes measureable and transparent for the brand as it allows real-time feedback from their consumers.

  1. Increasing the Halo effect

A company who integrates with a charity event as a sponsor to meet their CSR targets is able to improve their public relations and any other CSR goals set. Through integration they have the opportunity to create a positive impact on their social environment. Pro bono and charity work has long been part of company’s ethos and sponsorship also offers this to all brands. In addition, it allows employees to engage with the charity and align with brand values.

  1. Audience Engagement

Sponsorship offers brands a great opportunity to engage their target audience, offering meaningful and lasting investment resonance.  Brands need to uncover their own assets within the event’s rights and increase the overall event experience of attendees.

  1. Reputation Improvement

A corporate relationship with an event can provide an enhanced reputation of a brand and also secures a competitive advantage to rivals in business. An event which aligns to the image of a sponsor has the potential to further strengthen credibility.

When BP’s catastrophe in the Gulf of Mexico occurred, sponsoring the Olympics was a quick and fairly easy way to manage their global reputation crisis – supporting their sustainability credentials.

With the vast and significant benefits that sponsorship of events offers brands – it would be fatal to not include it within the marketing mix.


Heading off Piste – Solving Platform Issues With Sponsorship 31st March, 2016

Fresh from the success of Snowboxx 2016 just this month, we thought this would be a great time to shine a light on how Snowboxx has utilised sponsorship to develop the event.

Snowboxx is a week long snow escape combining the perfect ski holiday by day with the excitement and hype of a festival hosting world renowned DJ’s by night. Based in the picturesque resort of Avoriaz in France the festival has grown year on year, welcoming over 4,000 attendees to this alpine getaway. However when planning the 2016 event, Snowboxx faced a number of challenges which it felt were creating barriers to the event’s growth & customer experience.

In order to overcome these challenges Slingshot worked with the sponsors to ensure all activation was curated to create a positive contribution to the identified areas, whilst supporting the on-point brand activity. This allowed sponsors to not only project their desired messaging but to also provide meaningful engagement to the festival and attendees alike.

Sponsorship Solutions

The four sponsors of Coors Light, Rockstar, Jungfrau & Dare2B all brought brand activations and expertise to the event, highlights include:

  1. Social Media & Content

A key challenge to rights-holders is social media, the management of content and how to engage with the attendees in an engaging manner. As such Coors Light, the brand for ‘Damme cold’ refreshment had a huge focus on amplifying their sponsorship outside of the festival boundaries of France. With a thirst for content and social interaction Coors Light developed a social media centric campaign to support their sponsorship including the curation of a unique Coors Light Igloo Party, a Twitter competition to win tickets for the Igloo Party, in addition to the chance to win a trip to Snowboxx courtesy of Coors Light – now that’s refreshing!

  1. New Audience & Reach

Ensuring an event is reaching new audiences and providing unique experiences are key to growth and attendee retention. With a platform seemingly made for Rockstar who embody the spirit of music and adrenaline fueled activity, Snowboxx was able to benefit from the launch of the new Freeze product variety and the supporting campaign. Launching with striking point of sale creative across a number of key retailers both inside and outside of the UK, Rockstar offered customers the chance to win the ultimate VIP experiences at Snowboxx including accommodation, lift passes, flights and even onstage viewing during the acts. In addition to this Rockstar was onsite throughout the festival providing the added revival to all the attendees for the long slope days and late nights at the main stage.

  1. Customer Experience

In a unique development for winter festivals, Snowboxx 2016 introduced a festival village within the heart of Avoriaz in addition to hosting bars and clubs across the resort. Due to the sprawling site it was imperative that the customer experience wasn’t impaired by the cold or misdirection. As the official clothing partner of Snowboxx 2016 Dare2B wanted to align with the youthful winter sport market and be seen as the equipment of choice for the slopes. By providing the clothing for all onsite staff Dare2B had over 70 branded customer service reps roaming the resort.

  1. Retaining Momentum

Captivating an audience outside of the core entertainment schedule is a challenge not only restricted to the festival scene. Highlighting the periods of most downtime for attendees Jungfrau hosted activity from the Jungfrau Igloo atop the main festival site, to be the saviour for all those forgotten, hats, hip flasks and shot glasses. Through the festival Jungfrau provided refreshments throughout the down days with sampling whilst providing attendees with branded merchandise including glasses, bobble hats and the ‘piste’ de resistance, the Jungfrau branded shot ski’s revered by all the attendees’ onsite. This coupled with an engaging social team to support and interact with all captured content allowed Jungfrau and Snowboxx to connect with the attendees outside of the core entertainment times.

Results

Snowboxx 2016 was met with roaring acclaim from attendees, with one group describing it as “the best week of their lives” whilst on the final chair lift. No doubt with the increasing allocation of tickets next year the event is sure to sell out once again.

So much emphasis is focused on alternative revenue when right-holders initially look to secure sponsorship, rarely are the other benefits spoken of until this topic is exhausted. However when looking at the challenges or weaknesses in your own platform you can utilise sponsor expertise to help upgrade this thinking much below the initial surge in the bank balance.


What Car? Win Excellence Award with the help of Slingshot Sponsorship 16th February, 2016

What Car? was awarded the Rights Holder Achievement Award at the prestigious European Sponsorship Association Awards held at Café de Paris in London.
Overcoming strong competition from around Europe, What Car? impressed the judging panel after turning around dwindling interest from sponsors in their flagship event and bringing numerous new sponsors on board.
In 2011 the What Car Awards only had one sponsor which signalled the lowest event revenue in its 36-year history, at this point they enlisted the help of Slingshot Sponsorship to overhaul the commercial strategy and attract new sponsors.
Four years later, the first sponsor Slingshot brought on board in 2012 are still sponsors today, despite signing one-year contracts each year. What Car Awards and Slingshot Sponsorship have achieved this by creating the right partnership for each sponsor, delivering results year in year out – ensuring the delivery of truly sustainable sponsorship.
Jackie Fast, MD of Slingshot Sponsorship commented; “We are really proud of our work with the What Car? Awards who were actually Slingshot’s first ever client, the Awards are a fabulous event which now has the sponsor partners it deserves.
Slingshot are unique in the fact that we exclusively specialise in sponsorship sales – particularly how to creatively build a commercial proposition. This award win (one of many for this client) supports how our innovative approach significantly impacts our client’s bottom line for the long term without compromising the culture and personality of the event. We are thrilled!”

To find out more about the What Car? Awards please click here.
To read the Slingshot case study on What Car please click here.
To find out more about Slingshot Sponsorship please click here.
To see more news from the ESA Excellence Awards 2015 please click here.


Thinking of warmer climates: Why UK brands are investing in festivals abroad 27th November, 2013

The fact that the heating is permanently on in our office, my (much maligned) Parka jacket has come out from the back of the wardrobe and I’m already bored of the hype around Christmas can mean only one thing: it’s November.  In order to stave off the cloying, high-pitched tones of Santa’s elves and remind us of warmer times, our friends at Outlook have released their 2013 Festival highlights – a 9 minute long adventure through the myriad of music and magic that is Fort Punta Christo, Croatia, for four days at the end of August each year.

The video itself takes me back to an incredible two weeks working at Outlook and Dimensions Festivals this summer, but it’s a scene at 4:22 that reminded me just how successful the sponsorship around both festivals was for 2013. The scene (below) is UK-based DJ EZ performing a headline set wearing the official festival jacket, which was created by the festival’s fashion partner, Majestic Athletic. Over 500 of these jackets were created to announce the partnership, with an initial 100 being used for promotional purposes (gifting, Facebook competitions and artist fashion shoots) with the remaining 400 selling out within the first 48 hours of going on sale at the festival itself.

Majestic’s sponsorship of Outlook was a major success for the brand, as were the campaigns by the other partners we brought in for 2013. Although all four key partners were successful, investing big chunks of UK marketing budget in festivals 1,000 miles away was a leap of faith for all parties: a ‘shot in the dark that paid off’ were the words of another sponsor who I recently had a sign-on meeting for 2014 with. So, why were the sponsorships so successful and why are UK brands increasingly looking to partner with foreign-based (in particular Croatian) festivals instead of the closer and well-trodden events in the UK.

The experience

I think anyone who’s spent a week partying in an abandoned Austro Hungarian fort that overlooks the Adriatic Sea, sunbathing on a beach all day while eating fresh calamari for 50% of what a burger costs in the UK would find it hard to argue that festivals along the coastline of Croatia have one-up on your standard ‘music-in-a-field’ UK festival. The exotic location and the novelty of the experience make stronger, lasting ‘holiday-like’ memories that invariably influence brand-attitudes and ultimately purchasing decisions amongst festival goers when they return back home.

The audience: adventurous and committed

Whether it’s booking flights, changing currency or remembering your passport, getting to Croatia takes more effort than going to Reading. There’s also the reality that your mum can’t pick you up if you drink one too many tequilas and lose your wallet containing all of the above. In short, this means that the 30,000 hardy souls that descend on Pula for Outlook and Dimensions each year, not only rely less on their parents, but are also likely to be more adventurous and instigators of brand trends, rather than followers. For a drinks or clothing brand these are the exact people they want to target as they are the people that will promote their brand when they return home.

In addition, the effort involved to get to Croatia illustrates the commitment the audiences have to the festival they’re flying to go to. From research we’ve done into customers of Outlook, over 65% of them have been to the festival on more than one occasion, meaning an increased level of loyalty and therefore more receptive to the brands that the festival has chosen to further compliment their experience at the festival.

Social – reduced burden on experiential

The ascension of social has given festivals (and therefore its sponsors) a year-round platform to speak with this committed following on a daily basis, rather than through sporadic and often un-targeted communications. This has allowed for sponsors to leverage their benefits for prolonged periods of time and puts less pressure on them spending vast amounts on on-site activation. One of the key reasons for UK brands failing to invest in Outlook and Dimensions has been this lack of understanding of the social benefits available and the worry that their on-site activations will be even more expensive and more difficult to carry out than if they worked with a UK-based event.

The Sun – Because no one likes the rain. Apart from ducks.



Smart Tennis Sponsorship Activations 25th November, 2013

After winning the Barclays World Tour Finals for the second time in 2 years at the O2 Arena last week in London, World Number 2, Novak Djokovic, once again thanked the sponsors for their generosity. At this event alone, Djokovic took home $1.9 million, which increased his career prize money to a staggering $58 million.

Taking into consideration the need for significant prize funds to attract the world’s best players and operating a global calendar of events, large sponsors are vital to the framework.  With an increase in the amount of money required to sponsor, it is becoming ever more apparent for brands to differentiate in order to generate significant ROI at these events through activation.

Here are some of our favourites:

1.  Barclays Ball Kids, Barclays World Tour Finals 2010-2013

Ball kids are a permanent fixture of any major tournament tennis court. The kids themselves are often branded with large commercial logos, essentially resembling a moving advertising board.  Consequently, the ball kids are clearly projected to the live audience and across television networks.

Barclays developed this common concept to go one step further to promote its title sponsorship. A campaign around the ball kids was initiated in 2010 to create a story of how each ball kid is selected. The ‘Barclays Ball Kids’ campaign has selected children from 45 regionalised events held around the UK, attracting 6,500 applicants. Their progress is followed by regionalised media and social media until the final 30 reach London for the event. ‘Barclays Ball Kids’ has become a strong identity and is further underpinned at the event with the kids participating in activities with celebrity ambassadors, creating additional coverage by host broadcasters and national media.

Barclays Ball Kids resulted in an awareness of 77% from attendees and generated £1.5 million in media value.

2.  LV Insurance – Hawkeye Challenge Counter, Statoil Tennis Masters 2012

As a supporting partner, LV Insurance secured the right to brand the live scoreboard.  Rather than the typical logo placement, LV went one step further and found a unique way to add value to the audiences’ (and players’) experience during the Statoil Tennis Masters.  Utilising the Hawkeye system, a computer generated review of potentially bad calls made by umpires, LV harnessed the excitement of the audience every time Hawkeye was used by making a donation of £100 to the charity Centerpoint which supports homeless children.

Charitable donations through challenges excited and involved fans like never before – the more challenges they encouraged players to request, the more money they helped the charity raise. Such was the engagement that John McEnroe himself felt free to exhaust his allocation of challenges to generate more money for the charity and play into the audience encouragement.

By tapping into audience engagement, LV Insurance were able to utilise what is typically a small benefit to turn it into something that shaped the way the event, players and audience experienced the matches.

3. Corona Lounges, multiple events, 5 year agreement from 2010

Alcohol brands are well established at sporting events and have a natural association to provide beer beverages to thirsty spectators. However, spectators are accustomed to not having a choice of beer beverages at events, so the choice requires less brand association – they just want ‘a beer’. As such, it is vital to make a difference through activation.

Corona understood this and throughout their tenure as Premier Partner to the ATP Tour focused on creating the ultimate Corona Experience.  Locally themed Corona lounges at point-of-sale were set up on site open to all in order to facilitate a sanctuary – driving through the brand values of the beer itself.