Tag: Sponsorship

#Ad Spells Fear for Brands 24th November, 2016

Use of celebrity endorsements on social media have arguably become one of, if not the most craved sponsorship asset for many millennial-focused brands. Whether it be sport stars, pop stars, or people just famous for being famous, the upper echelon of these role models has such power and influence over society, and brands have benefited hugely from alignments since the social boom.

With certain role models boasting multi-million figures in terms of followers it’s easy to understand why brands are happy to pay out such significant fees to these influencers for product endorsements on social platforms such as YouTube, Twitter and Instagram, and it has proved a winning tactic dating back to the 1760’s where Wedgwood, producers of pottery and chinaware, used royal endorsements – in a time of divine right you can only imagine the influence that had on society.

The power of having someone you admire and look up to endorse a certain product or service is unquestionable, yet brands understand that to fully maximise the commercial potential there is a need to develop a stronger, longer term association with their chosen influencer so that all endorsements come across as authentic. Hence why brands decide to strike up sponsorship arrangements, partly because it is cost effective but also to change the perceptions of these influencers from a celebrity endorser to more of a brand ambassador.

Through sponsorship, brands can purchase rights to access these influencers across a variety of platforms creating a much stronger connection with the ambassador, which resonates better with the influencers’ audience. Within the terms of such sponsorship agreements, brands will add in exclusivity clauses effectively banning the ambassador from promoting a rival brand whilst contracted, again adding to the illusion that the millionaire role model really does shop at H&M!

However, recently the Advertising Standards Agency (ASA) have been clamping down on this clear attempt by brands to subtly influence society – the 21^st century version of subliminal messaging. ASA have stated that “if content is an advertisement, it should be obviously identifiable to consumers using the hashtag #ad” and there have already been several high-profile cases whereby brands and celebrities have been reprimanded.

Although this seems like a small formality to add onto the end of a Tweet, Instagram post or vlog, brands now need to ensure that this clause is written into contracts to avoid hefty fines. In addition to this extra bit of housekeeping, the hashtag has the capability to cause a much bigger problem for brands. These two letters have the potential to completely spoil the illusion for consumers and ruin the authenticity that a brand may have invested in for years. Therefore, it will be interesting to see how brands look to counter and gloss over this in future.

Is Quantity or Quality More Important in Football Sponsorship? 27th June, 2018

Whether it’s Arsenal’s sleeve sponsorship deal with Rwanda’s tourist board or Manchester City’s sizzling hook-up with Tinder, the sheer quantity of football team sponsors has exploded in recent years.

You don’t have to think too far back to a time when clubs would have been more than happy to simply enjoy commercial ties with a kit supplier for team equipment, with a major sponsor’s logo splashed across the front.

However, in the age of globalisation, sports organisations – and their potential partners – see sponsorship as an enabler of expansion. This allows both clubs and brands to reach millions of potential new fans and consumers wherever they’re based, while of course remaining a key way to drive revenues.

Who is making the most of these opportunities?

Manchester United perfectly embody this renewed approach to sport sponsorship. Already a global brand with fans and non-fans alike, in recent years the Red Devils have aggressively pursued sponsorships and commercial partnerships from less traditional industries across the globe.

For example, United’s Integrated Telecommunications Partners are split up by region. This means that they have separate sponsors in many different territories, such as STC (Saudi Arabia), TM (Malaysia) and others in Hong Kong, Azerbaijan, Bahrain, Kuwait, Nigeria and Ghana. This approach allows the club to maximise potential revenue in just one specific industry.

More obscure sponsors include Japan’s Nissin Foods, who are Manchester United’s official global noodle partner (yes, really). Malaysian brand Kansai are proudly the official paint partner of the club, while in May 2018 United extended its deal with Chinese company MLILY to be their official mattress and pillow provider. These are all in addition to more traditional financial and motor companies who are considered part of their 22 “global partners”.

What are the positives and negatives of this?

Quite understandably, the main argument for this proliferation of brand sponsorships is that it boosts clubs’ coffers whilst also raising its profile in less traditional markets. In time, this expanded fanbase will generate future income thanks to merchandise sales and so forth. Meanwhile, sponsor brands benefit from increased exposure and its allegiance with a successful, popular club.

However, this explosion in sponsorships can also have a negative impact if not handled correctly. The sheer amount of sponsors a club could attract can dilute their image of exclusivity and prestige, which prospective sponsors may view as a drawback to any potential involvement. Such a multinational and seemingly unselective approach to sponsorships could also erode the identity that years of success and history have helped to create.

So what does the future look like?

There is an argument for clubs to reconsider this approach and focus on fewer, more focused and appropriate brands. This could result in greater bargaining power for clubs as they take back some of the feeling of exclusivity they have gifted away – albeit at a profit, of course.

With the 2018 Premier League television deal worth over £4.5bn – a somewhat surprising drop of around £500m on the previous deal in 2015 – there is an indication that the vast sums from this vital revenue source may have peaked. Clubs will be buoyed, then, that brands are showing no signs of being put off by the prospect of teams retaining more and more sponsors.

Although if the trend continues on the current path, there may come a day when less in considered more in the world of football sponsorship.

Support the Startups Supporting You 16th November, 2016

Investing in innovation and entrepreneurship is necessary for any business to not only grow and evolve, but ultimately to survive. Becoming complacent and ignoring advances in your field can leave you left in the wake of competitors that mould themselves to adapt with changes in technology.

Given that it is not always possible to rely on your internal team for innovation many companies are recognising the need to invest in startups with new and fresh ideas. Not only does this foster creativity and innovation under their brand but it also is a way to stay ahead of the curve when it comes to advances in their industry.

One company that has seen the need to foster talent early is Nestlé who have developed their own platform to actively invest in startups. Nestlé HENRi was created with the objectives to enhance quality of life, contribute to a healthier future, tackle global issues and make genuine positive effects for millions across the world. Not only is this socially constructive for Nestlé’s brand but it also has proven benefits for sales and engagement with Nestlé products.

For example, through partnering with the startup Blippar, Nestlé have since been able to unlock new levels of engagement with their customers for both Milo & Nesquik products in an untested AR territory. Without opening themselves up to external ideas and investing in start-ups, this would not have been possible.

It’s not too late!

For companies that do not have the resources to set up projects of this scale, there are alternative ways to invest in start-ups & innovation. Slingshot is currently working with Extreme Tech Challenge (XTC), the world’s largest startup competition supported by Sir Richard Branson, Bill Tai (Twitter) and Jim Breyer (Facebook). XTC gives brands an opportunity to sit beside some of the world’s most influential business leaders, while ensuring that they are the first to have access to all new ideas & technology that this competition uncovers.

XTC gives brands the chance to integrate their entire suite of services throughout key events at the XTC Semi-Finals held at the Consumer Electronics Show in Las Vegas in January reaching over 170,000 tech savvy enthusiasts, and the XTC Finals taking place on Necker Island in February 2017.

Anchor judge of the program, Sir Richard Branson, sees the event as an opportunity to uncover untapped ideas and technology, “we are hunting for people and ideas that can literally change the world!”

Sponsor involvement is still available for the 2016/2017 XTC program. Sponsoring enables your businesses to align to a category specific to your industry, not only allowing your business to judge the entrants but also positioning you as an influencer among the best in global business. If you’d like to hear more information about partnership opportunities we have available, please contact Hayley Williams at hayley@slingshotsponsorship.com.

Charity Challenge appoints Slingshot Sponsorship to boost commercial revenue 3rd November, 2016

Charity Challenge, the charity expedition company behind the Red Nose Kilimanjaro Climb for Comic Relief, is launching its next series of world first expeditions and has appointed Slingshot Sponsorship to manage its commercial rights for the official kick-off to the series – a trek through the Andes Mountains in Peru to the mystical Inca city of Machu Picchu in October 2017.

Slingshot Sponsorship, the award-winning commercialised marketing agency, will handle all commercial rights and partner opportunities, ahead of the 2017 expedition.

Charity Challenge, which has raised almost £50m for numerous worthy causes, is creating an epic challenge with a star-packed group of celebrities to take on the trek to Machu Picchu, a UNESCO World Heritage Site one of the most famous destinations on the globe. At the end of the challenge, under the stars and amongst breath-taking scenery, an intimate concert will be performed by a Global Superstar – who is soon to be revealed.

This will be the first in a series of nationally and internationally produced documentaries that will be shown on various broadcasters with one main aim, to raise life changing funds for a globally recognised charity.

“We’re delighted to have Slingshot Sponsorship join the Charity Challenge team. The entire agency truly understands our unique vision for this series of ground breaking events” said Simon Albert, Managing Director at Charity Challenge. “I’m confident that with Slingshot’s support we can continue to grow our specialist challenge events commercially through partnerships and ensure we maximise the potential to raise vital funds for worthwhile causes.”

Slingshot Sponsorship enhances its clients’ commercial rights by uncovering new value through development and creation of sponsorship assets – supporting an execution that is mutually beneficial as well as sustainable.

“Charity Challenge have an innovative and unique approach to raising much needed funds for global causes,” said Jackie Fast, Founder and Managing Director of Slingshot Sponsorship. “Charity Challenge and Slingshot have a shared interest in creating unique ways of shaking up a traditional fundraising market, so watch this space.”

Commercial opportunities are now available for the 2017 Machu Picchu expedition.

Engaging Fans, the Digital Way 25th October, 2016

In an age where digital plays a vital part in keeping individuals connected with what is going on in the world, the sports we consume are becoming increasingly delivered through our smartphones via live updates, streaming, betting or apps. With this in mind brands and rights holders are now focusing on engaging fans through innovative ways, rather than deploying their resources on stagnant marketing activities that don’t acquire significant ROI – it is all about plugging the gap between reaction and action.

As traditional forms of advertising near extinction, brands are figuring out how to link marketing, social media and the second screen, to create compelling, memorable experiences across all advertising and social platforms. Rather than having a logo plastered along pitch side LED’s in the Premier League, brands are using hashtags to provide incentives, exclusive content and rewards to consumers for taking part in their marketing.

In 2014, 76% of adults used a second screen while watching a sports match on TV, this stat has no doubt significantly increased over the 2 years since. Companies like Kwangl were born out of the concept of engaging fans with what they see on TV; through the device they are holding. Jonas Olsson, the West Brom star used Kwangl to increase his engagement with the team’s fans. Using two incentivised hashtags (#JonasOlsson3 and #JonasOlssonWBA) to run multiple competitions, fans taking part could win a signed pair of boots and a signed shirt in what proved to be a successful way to reach out and connect with them.

As fans participate in marketing campaigns through a unique call to action – they are in fact seeing a tangible result for being aware of the brands marketing, a win-win for all parties involved. The issue with this though, is does it take away from the spectacle of the event as fans are more involved in the marketing ploy.

As media technology improved, teams found it increasingly difficult to fill stadiums as fans preferred to catch all the action through ref cams and slow-mo on TV. Fan engagement is being used to drive crowds back into the stadiums and isn’t just about on field action, smart arenas are becoming the norm enhancing the fan experience in new ways to keep them engaged. The new Sacramento Kings arena, Golden 1 Center, has a mobile app for check-in, ushering you to your seat, indicating shortest bathroom and concession lines, seat upgrade options (much like what has been done in the airline industry), cashless commerce and in-seat wireless charging. With this sort of experience, why wouldn’t you want to fork out for season tickets.

It is vital for rights holders to understand how to correctly engage fans, ensuring they find the right touch points in order to connect on the right levels. Smart arena’s as an example, allows fans to always stay connected enabling use of their second screen to have live stats updates. When fans are completely engaged, the end product being delivered is that much better so they feel they are getting the most out of the experience.

Sports sponsorship no longer means simply attaching a corporate name to a stadium. Rather, it has become a triangle of association between the team, the sponsor, and the passionate fan. It involves taking two products and creating an affinity between them, largely through social currency. It will be interesting to see sports evolve with the increase in accessibility through technology such as virtual reality and how it could play a role in the way we consume sports. Watch this space!

You’ve got to do your research! 19th October, 2016

In an extremely over-crowded market, sourcing sponsorship requires skill, patience and of course, research. The majority of rights holders looking for sponsorship will approach a brand and tell them how their event is the best, but do they know that for sure.

Scope it out

There are thousands of sports teams, events and charities all competing for the same sponsors, therefore, it is crucial to actively look at what others are doing in the market.

If a company were looking to release a new product, the first thing they would do is ensure the market is thoroughly analysed, assessing what their competitors are offering and at what price.

What’s in their basket?

Understanding your competitors offering is the best start point for any rights holder. In this cluttered market, it is important to know what you are up against and how you can then position your own offering, focusing on your unique assets.

Go along to events, visit other teams/properties and even try to get your hands on their proposals. If you do this and find that you haven’t got any unique assets to offer then you need to invest time into uncovering them, as every rights holder will have something unique to offer. Without this insight, you will be entering the market blind, with no idea of whether you are over-selling, under-selling, or if your offering can provide a brand with something no-one else can.

Make sure you identify the correct competitors when doing research. It isn’t just cross-industry or direct competitors; sponsorship is a universal industry so you will be competing with rights-holders from multiple sectors. A local sports team might be competing with a national event, if they approach the same brand. Think outside the box and broaden your research.

The Price is Right

Although valuation is determined on numerous methodologies, the rights fee is also impacted based on the competitive landscape. If your rights fee is to too high then brands will be put off, too low and your platform is undervalued, reducing the revenue you can gain.

Right’s holders need to ensure their whole package is priced correctly within the market, so it is vital to benchmark this against industry standards.

Within a competitive landscape, any rights holder regardless of industry or size, should first research the market, make adjustments and ensure their platform stands out for the right reasons.

Slingshot Sponsorship MD, Jackie Fast, shortlisted in the ‘Micro Business category for the 2016 Great British Entrepreneur Awards. 14th October, 2016

A most prestigious and proud event, regarded as the benchmark for entrepreneurial success in the UK, the awards celebrate the contributions and innovations of British entrepreneurs and their impact on the economy. Where over 100 Great British Entrepreneurs have been announced as finalists in the Great British Entrepreneur Awards, our very own Jackie Fast has been named amongst them.

Since launching in 2012, the Great British Entrepreneur Awards has received applications from over 1800 entrepreneurs. The Awards recognises business leaders from multiple industries across the 20 awards categories. Previous winners have included Julie Deane MBE, founder of the Cambridge Satchel Company, James Watt, co-founder of Brewdog and Alexander Solomou, founder of Lad Bible.

As Managing Director of Slingshot Sponsorship, Jackie has built the company from her bedroom to working with clients now such as XTC with Richard Branson and ‘Rock Star Racing’ within the Volvo Ocean Race. Slingshot’s plans for the future are to grow, develop and excel within the sponsorship industry as a flagship agency providing aid for a number of rights holders to acquire sponsorship.

On being shortlisted, Jackie commented: “It is always an honour to just be recognised amongst such a strong field of strong entrepreneurs, to be shortlisted within the Great British Entrepreneur Awards is a remarkable achievement personally, and from a company standpoint. We at Slingshot Sponsorship immerse ourselves as hard working individuals, and strongly believe that hard work does not go unnoticed”.

The Great British Entrepreneur Awards is all about celebrating the wonderful stories that entrepreneurs have, and helping them on their journey to success.

Nick James, Founder of the Great British Entrepreneur Awards, said: “This year we have yet again enjoyed an increase in the amount of entries for the Great British Entrepreneur Awards, and every single category is fiercely contested. There is no doubt that Entrepreneurialism is alive and well in the UK despite any uncertainty over Brexit.”

The Great British Entrepreneur Awards will culminate at the Gala Final, taking place on Tuesday 22nd November in the ballrooms of the prestigious, Lancaster London Hotel.

Honda Racing appoints Slingshot Sponsorship to boost commercial revenue 12th September, 2016

Honda Racing, the only factory team on the MCE Insurance British Superbike Championship grid, well known for shaking up the traditional world of racing, has appointed Slingshot Sponsorship to manage its commercial rights into the 2017 season.

Slingshot Sponsorship, an award-winning commercialised marketing agency, will handle all commercial rights and partner opportunities, ahead of the 2017 British Superbike season.

The Louth-based Honda Racing BSB team is progressive in the world of motorsport, signing BSB’s only female competitor, Jenny Tinmouth, who joined the team in 2015. During her two seasons with Honda to date, Jenny has improved on personal bests at every round.

Team-mates Jason O’Halloran and Dan Linfoot, both occupying the all-important BSB top six Showdown spots, with five rounds to go this season, complete the Honda line-up – representing the most successful team in the championship’s history.

“We’re delighted to have Slingshot Sponsorship join the Honda Racing BSB team. The entire agency truly understands our vision for the team going forwards,” said Nick Campolucci, head of motorcycles at Honda UK. “I’m confident that with Slingshot’s support we can take the success of the team to the next level.”

“Honda Racing is visionary in its field and has expanded the audience outside of the traditional biking community. We’re honoured to be working with Honda,” said Jackie Fast, founder and managing director of Slingshot Sponsorship. “Honda Racing and Slingshot have a shared interest in pioneering ways of shaking up a traditional market so watch this space.”

Commercial opportunities are now available with the team for the 2017 season.

-Ends-

Note to Editors:
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 their value to become engaging business growth opportunities for brands to partner with. Clients include diverse verticals such as sport, events, celebrities, award programmes, music festivals, and charities – all with a desire of pushing the boundaries in traditional sponsorship.
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For PR comments and information, please contact Kirsty Matthews
e. Kirsty.matthews.consultancy@outlook.com t: +44 (0) 7834 238109

About Honda Racing BSB
Honda Racing BSB news releases and images are available to download from http://media.hondaracingbsb.co.uk/

Contact information
For corporate and model-specific comment, please contact:
David Rogers, PR Manager (Motorcycles)
T: 01344 888573 M: 07775 227872 E: david.rogers@honda-eu.com

For race reports and team comment, please contact:
Becky Vane
T: 01525 270774 M: 07446 472 440 E: Becky.vane@redwing.media

Sponsorship in CSR – Is it effective or a ruse? 15th August, 2016

Some of the biggest players in the sponsorship market are either moving away from traditional sporting platforms or are bolstering their CSR policies with social and cultural sponsorship. CSR used to be about managing areas that a brand could twist in their favour to generate positive headlines and is typically solely focused on public image. It could be said that some brands simply invest into platforms as they think it will make them look like they are making a difference.

With the increased focus on the environment, businesses are invested in embedding the sustainable, charitable, cultural and social sponsorship in their CSR policies. This can bolster their offering and help increase customer loyalty, public perception and employee engagement.

The primary objective of sponsorship in this space is generally not to drive revenue for the brand, but this can of course happen. In essence, these CSR policies are used to communicate to the wider audience that the business i.e. Banks, Oil Companies and Hedge Funds are giving back to the community and the wider ecosystem.

A large majority of CSR sponsorship takes place geographically close to the sponsors HQ. The main reason for this is so the brand can be seen to be involved with its local community and help encourage local or smaller not for profit businesses. Brands will also use these sponsorships to encourage employees to partake in wholesome activities to enrich their lives and ultimately, for effective employee engagement.

But can sponsorship within CSR actually make a difference to public image of the brand, benefit the rights holder and, in turn, help the wider community?

A perfect example of how this can backfire is BP’s recent withdrawal from sponsorship of their 27 year relationship with the Tate Gallery.

From the very beginning the partnership was tainted with regular protests and criticism. It was difficult to see how BP were involved with these institutions other than to try to improve public perception of the company. A company that is seen to only care about profits and continually harm the environment.

It was revealed that BP’s financial contribution to the gallery was between £150k-£330k per year, and their main reason for withdrawal was due to tightened budgets. So, it can be forgiven that the public didn’t really see this as a real reason when in 2015 BP’s CEO was awarded a $1.4m cash bonus! In this case, it also reflects negatively on the rights holder. They have the power whether or not they approve a brand as a sponsor and it must be more than just the money.

For a successful sponsorship to happen, not just within CSR, there must be a genuine alignment and a visible proof the brands involvement is benefiting the rights holder. These sponsorships can naturally unlock unique assets from the rights holder such as providing the opportunity to offer money can’t buy experiences to client’s such as late night gallery viewings, interviews with artists or even just a different space to conduct board meetings.

Once a strong proposition has been created and integrated then the sponsor can start to think about generating an ROI. Otherwise it is essentially sponsoring with the hope it can make a difference to the brands public image.

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