Tag: Sponsorship


Sky & British Cycling – When It Pays To Put All Of Your Eggs In One Basket 29th July, 2015

Fresh from the saddle of my first Sky Ride and currently in awe of the (super) human feat by Chris Froome in the Tour de France, I thought this the perfect moment to celebrate the partnership between Sky & British Cycling and question what’s next for both properties.

Since its inception in 2008, Sky’s partnership with British Cycling has been embodied across multiple areas of the business from staff engagement cycling events to wider reaching Sky Rides and the global media machine which is Team Sky. Sky’s involvement was initially seen as a revelation in the industry, only to be further magnified by the venture into Team Sky, with mass plaudits following shortly behind.

Hitting the targets of the partnership over a year ahead of schedule, Sky delivered over a million more regular cyclists across the UK and a British winner of the Tour de France. Now Sky is seen as an industry leader in cycling across all levels from the elite to mass participation with cycling becoming the epicentre of Sky’s engagement both internally and externally.

The announcement earlier this year that Sky will end the partnership with British Cycling in 2016 created a shock throughout the media. With such success and over delivery on the partnership, many have expressed an uncertainty about what will follow. Despite the decision to part been reached “amicably” as British Cycling’s chief executive Ian Drake advised, the challenge for British Cycling will be to find a partner that offers the same level of support as Sky for the long term.

The question which forms much speculation is what the focus of Sky’s next partnership will be. After all, people generally advise not to put all of your eggs in one basket – following Sky’s success with British Cycling, only time will tell if they choose to do so again.


Understanding Sponsorship’s Evolution Will Help You Capitalise 28th July, 2015

Sponsorship is not a new concept.  It originally dates back to 776 BC to the first Olympic Games held in Greece with wealthy citizens and local governments providing financial support to build awareness of their cities.  Sponsorship continued in this way until 1984, when the Los Angeles Olympics redefined sponsorship to the world by selling the Olympic symbols to brands.  With 43 major sponsors stepping forward, the Olympic Games made a profit of $225million and a new wave of sponsorship profitability ensued based on logo and brand recall.

Since then, sponsorship has undergone many shifts with partnerships becoming less about the logo and more about engagement.  Without engagement, brand sponsorship fails to resonate with consumers who are constantly bombarded with messages in our digital revolution.

The three key shifts of evolution with sponsorship:

1.  Sponsorship should be used by every organisation

When sponsorship is used with both creative and commercial objectives at the core, opportunities for this type of partnership benefit all organisations – no matter how big or small you are.  Small businesses particularly benefit for sponsorship as the impact on maximising commercial revenue tends to be greater.  However, the one challenge for small businesses undertaking or integrating sponsorship is not understanding their value beyond a logo.  When identifying the partnership USP is so vital, it is crucial to understand what assets they have and are prepared to offer for their partners.

2.  Sponsorship should not be seen as a monitory transaction in exchange for a logo

By uncovering your business assets correctly, you will be able to show potential sponsors what you can provide allowing you to approach sponsors by creating a business proposition rather than just awareness. Furthermore, looking at sponsorship benefits outside of logos can create partnerships with organisations you may not have approached before.

3.  Sponsorship provides brands personality

Sponsorship gives life to a brand providing brand character and differentiating it from its competitors. By partnering with sponsors who share the same values as your brand you will expose your brand to a broader audience and leave a lasting impression with that audience.

David Verklin, CEO of Carat USA once said, “Sponsorship shows respect to a viewer by not taking advantage of something that they involuntary give up – their time and attention.”

Sponsorship continues to evolve and by keeping ahead of these shifting concepts ensures you will continue to add value to your sponsors and continue to secure sponsorship funding for your organisation.  However, much of the information you can gather online is not as practically implementable or easily understood as it may seem.

By getting expert advice in this area, you can ensure you are not wasting time by trial and error.  As such, Slingshot Sponsorship has recently launched a monthly sponsorship training event which provides organisations with the tools to approach sponsorship from a forward-thinking and creative standpoint. If you would like to become part of the evolution of sponsorship attend a Sessions at our Slingshot’s London head office. One of our senior consultants will provide you with all the tools necessary to capitalise on your commercial potential.

To find out more about our sponsorship sessions please click here or call the Slingshot Head Office:  +44 (0) 20 226 5052.


How to Capitalise on Sponsorship 14th July, 2015

One of the most common mistakes brands make when entering sponsorship is expecting that by simply aligning their name and logo with a property the ROI will come. Many brands spend a great deal of time planning and selecting which sponsorship would be most beneficial for their business but once the deal has been signed, brands should focus their efforts into making sure they capitalise on the sponsorship.

Create your own noise

A key reason why brands are often unsuccessful in sponsorship is because they fail to capitalise on the opportunities afforded to them once the deal has been signed. Brands spend months analysing the assets of a property and at the point of the handshake it is then up to the brand to exhaust all assets available to them. Unfortunately, a common trend is that sponsors expect the rights holder to create the ‘noise’ during the partnership – this is not always the case. There is a responsibility on the rights holder to support as much as they can, but it is not the rights holders’ primary focus to truly create the impact. Communications of the brand to the audience should be collaborated on rather than isolated to create the best outcome.

Save budget for activation

Another common error is that sponsors spend the entirety of their budget on the sponsorship fee, leaving no additional budget for brand activation during the partnership, therefore brands are unable to capitalise on the opportunities available to them. In essence, the sponsorship fee is the price for rights to utilise the assets. As part of the planning phase sponsors should weigh up the potential costs involved in order to take advantage of the assets e.g. entertaining, promotional products and activation costs. Sponsors must take this into account before committing to any sponsorship or risk an ineffective investment.

Experiment and be creative

The majority of brands stick to what they know best. If a brand continues a one dimensional approach to sponsorship and fails to experiment with different properties and channels they will inevitably miss out on opportunities to progress and reach new audiences. Sponsors should always make use of every vehicle available to them. Through the use of analytics and measurement tools, brands can now assess their success post sponsorship better than ever – considering a property is only as good as its assets, a brands’ success alongside that property is only as good as their determination to make the best use out of the assets purchased.


When Bigger Isn’t Better – Challenger Properties Offering Sponsors Value for Money 13th July, 2015

Amongst the fall-out from the recent FIFA investigations, a number of brands expressed concern at being involved with the prestigious global property. Should those brands re-evaluate their sponsorship, they may well be inclined to look at a lower profile alternative – a challenger property with a solid foundation, set to ascend further into the public eye.

Lower profile properties allow sponsors to have greater access, less risk and a greater opportunity to tailor their involvement helping to facilitate a more integrated partnership with the rights-holder.

An example of this is one of Slingshot’s client’s GB Taekwondo, one of the shining lights of Team GB and golden hopes of Rio 2016. Established in 2002, the team has grown substantially in recent years developing into a team of 27 full time athletes including a school outreach programme, UK hosted international and domestic championships and a clear pathway to Olympic success.

The team has captured medals at the Olympics, World Grand Prix and most recently conquered at the World Championships where Bianca Walkden and Damon Sansum claimed Gold & Silver medals  respectively resulting in national media coverage across the BBC and ITV. Jade Jones also clinched Gold at the inaugural European Games in Baku, Azerbaijan.

Tasting Success

With a challenger rights-holder such as GB Taekwondo the team offers sponsors an extremely flexible and personal platform to associate the brand – reaching multiple objectives in the business.

Hill Dickinson the law firm (a partner of the team since 2014) is a prime example of a company who has leveraged their partnership to great effect, creating tangible new business opportunities, cross company staff engagement and accomplishing multiple CSR objectives within the firm.

The firm was provided such flexibility due to the aligned core objectives of both parties. The team and athletes understood Hill Dickinson’s key objectives and helped facilitate this through their own understanding of their assets – a proactive approach not often taken with some of the more established rights holders. Through this sponsorship, staff have created lasting relationships with Olympic athletes which have grown and developed on the Road to Rio 2016 creating a more holistic partnership than mere branding or hospitality.

Future Opportunities

With challenger properties, brands have the opportunity to truly partner with the right-holders. Enabling the opportunity to reach success across company objectives with smaller companies who may believe sponsorship is out of their budget.

As the property evolves as will the partnership and fees associated. The brand’s objectives and focus will adapt, changing in tune to the success – reaping the rewards on their modest outlay with increased PR, awareness and opportunities. When working in this manner, sponsors find the ROI clear to see with such a cross section of involvement at all levels.

Act now!

In the Road to the Rio Olympics, now is the time to consider how lower profile sporting properties could significantly benefit brands – without the price tag of sponsoring the Olympics.

The GB Taekwondo team has a calendar for 2015/2016 including the World Championships, Baku 2015 European Games, World Grand Prix, the Road to Rio and the crowning glory of the Olympics. Now is the perfect time to engage to access Olympic benefits leading in to Rio 2016, supporting your business objectives over the long term.

*Partnership opportunities are available with both team level with GB Taekwondo, and at the World Grand Prix held on the 16th -18th October 2015 at Sportscity Manchester.


Snozone appoints Slingshot Sponsorship to reinvent its commercial strategy 12th June, 2015

Snozone, the indoor Snowsports destination and unique training ground for skiing and snowboarding has announced the appointment of Slingshot Sponsorship as its commercial partner to recruit fresh, like-minded brand partners across events, sponsorship and hospitality.

Slingshot Sponsorship will work with Snozone to evolve their commercial strategy reflecting Snozone’s brand values and vision.

Elena Kale, Snozone’s Group Commercial manager said:

‘We are delighted to have Slingshot on board as our commercial partner. We’re convinced Slingshot will add to the continued success of growing our brand and taking us into new markets, inspiring a whole new audience for whom Snowsports can be their sport of choice.

We’re open 364 day a year and we believe Snowsports should be accessible to everyone regardless of their ability- all year round– and not just seen as a seasonal activity. We are firmly committed to position Snowsports as truly a sport for all.’

Jackie Fast, MD at Slingshot Sponsorship, said:

“Snozone is an exciting property in the market and illustrates how more organisations are utilising sponsorship to not only increase their bottom line, but also how partnerships can be facilitated across a business to amplify other core business activities.  We can’t wait to start developing these types of partnerships across the business.”


Are Live Broadcast Apps a Threat To Official Broadcast Rights? 17th June, 2015

The advance of technology has been incredible in terms of driving the sponsorship model, broadening audiences, and supporting more creative sponsorship campaigns that truly engage the audience.  On the whole, rights holders have an unquenchable thirst for understanding how new technologies can help them deliver better sponsorship.

However, most recently, this has shifted due to a number of apps that have been launched that turn your mobile into a web-cam enabling consumers, attendees and fans the ability to broadcast whatever content they are consuming live to the rest of the world.

Even in light of content being shared and distributed in a multitude of forms now, broadcasters still harness and ultimately own the live experience – understanding that the real experience is enriched by people en mass experiencing it all together.  This has been capitalised and then monetised to support a significant portion of the commercial revenue with more widespread sports.

However, with live broadcasting apps such as Meerkat and Periscope now sharing this experience for free (albeit without the production value), rights holders are becoming increasingly wary of their core revenue stream being cannibalised. And it’s not just sports rights holders that need to be concerned, many of the top viewing figures through these apps also feature the latest episode of Game of Thrones.

In light of the threats, there are also a significant amount of benefits from the development of live broadcasting apps and include:

  1. Fan engagement: Fans should be encouraged to take videos, before during and after sporting events tagging the team in the post. Giving fans around the world a real account of what it is like to be in the stadium/arena watching their favourite team. This content can support the wider broadcasting content by featuring behind-the-scenes exclusives and tailored content that wouldn’t necessarily be broadcast to the general public.
  2. Increased marketing opportunities: Brands can use live broadcasting apps to connect with consumers in real-time, enhancing their experience.
  3. New rights: Artist and player rights differ between archived footage and live streaming footage – often offering much more flexibility for live-streaming content.  This provides great opportunities to deliver unique and sought-after content for consumers than previously possible.
  4. Increased exposure: Smaller teams/events/charities now have the opportunity to broadcast their team’s performance to the world much more easily than ever before.
  5. Cost effective: Live streaming can be a significant drain on an event’s budget; however, by utilising apps in clever ways, you can reap the benefits without the significant risk and financial investment.

Regardless of your take on whether live broadcasting apps are a threat or an opportunity, they clearly represent a shift in the way consumers engage with content – which is critical in an industry that is all about the audience.


Time – the Key Component for Success in Sponsorship Sales 5th June, 2015

Historically, the premise of a sponsorship deal was a logo on a shirt or a banner at an event arranged overnight. However, the way brands use sponsorship has evolved, working much harder to make a greater impact with a reduced budget. The experience is fundamental for brands now more than ever; therefore, sponsorship professionals must adapt the way they sell to brands. Time is of the essence.

Sponsors endeavour to exhaust all opportunities available to them and meticulously plan their campaigns; therefore the greater period of time given to a sponsor prior to an event, the more valuable the sponsorship can become. With regards to the major sporting event of 2015, the Rugby World Cup; Heineken have stated that the tournament will be their “biggest marketing platform of the year” in a deal announced prior to the finish of the 2011. Emirates have also have signed a deal well in advance of the event which takes place in 2019. In both cases the companies committed to the tournament over 4 years in advance. To allow sponsors the time to fully exploit the opportunities afforded to them, the Rugby World Cup sponsorship sales team would likely have begun devising a sales strategy 5 years in advance from the tournament. If time is critical for sponsors, it is even more so for ones trying to sell it.

Sponsorship sales teams should follow a crucial 5 step process before approaching brands:

5 Step Process

  1. Analyse the market – The start point for any sponsorship deal. Identify the key trends, how active and more importantly, how saturated the market is.
  2. Research the competition – Dig deep into your competitors. Analyse what’s good, what’s bad and apply those points to your property.
  3. Value – Uncover all possible assets of your property and your unique selling points. Using the two previous steps you should be able to provide a justifiable fee.
  4. Prospecting – Identify a number of brands who could benefit from the sponsorship. Have a clear reason of why you are approaching each brand. If you cannot find a reason, take them off the list.
  5. Tailor proposals – Condense your property into a tailored, informative proposal that will catch the eye of a marketing director, intriguing them to put yours top of their pile.

Although this process is time consuming, when done correctly, it is critical for success. Many sponsorship professionals lose out because they do not leave themselves enough time to carry out these crucial steps before approaching brands. In order to be successful in sponsorship sales you need to set targets for each component of the process to be finalised, don’t linger, don’t relax, and above all don’t waste time.


London 2012 Olympic Taekwondo champion named as Baku 2015 European Games ambassador 12th February, 2015

Slingshot Sponsorship’s client GB Taekwondo has just announced that Olympic Gold Medalist Jade Jones will be an international Athlete Ambassador for this summer’s inaugural Baku 2015 European Games.

Ms Jones became Great Britain’s first-ever Taekwondo gold medalist at London 2012, with victory in the 57kg weight division.

She also won silver at the 2011 World Taekwondo Championships in Gyeongju, South Korea, and picked up another silver medal at the 2014 European Taekwondo Championships in Baku, Azerbaijan, last May.

Mr Simon Clegg, Chief Operating Officer of Baku 2015, said: “To be able to name a reigning Olympic champion as a Baku 2015 ambassador is a fantastic achievement for the first European Games and a testament to the calibre of athletes that the event will attract.

“I am sure Jade will very much enjoy promoting the Games in Great Britain through her role as an international Athlete Ambassador, and we hope to see her give a memorable performance in Baku this summer.”

Baku 2015 international Athlete Ambassadors will represent their sports and feature in extensive marketing campaigns around the continent and on social media to promote the first European Games.

Ms Jones, 21, said: “I am very proud to have been named as a Baku 2015 Athlete Ambassador, and it will be an honour to help promote the Games. It is important for European athletes to have our own multi-sport event, and my aim is to become the first European Games Taekwondo champion.”

Mr Mark England, the British Olympic Association’s Chef de Mission for Baku 2015, said: “Jade’s participation as a Baku 2015 international Athlete Ambassador reflects British athletes’ enthusiasm for the European Games. Britain has a strong sporting tradition, and the Athlete Ambassador programme will help to generate interest and excitement in the country ahead of Baku 2015.”

Ms Jones joins French rhythmic gymnast Kseniya Moustafaeva, Denmark’s canoe sprinter René Holten Poulsen and Serbia’s Basketball 3×3 team of Dušan Domović Bulut, Marko Savic, Marko Zdero and Dejan Majstorovic as Baku 2015 international Athlete Ambassadors, with more to be announced in the near future.


Identifying Potential in the Barclays Premier League’s Transfer Window 26th November, 2014

It’s not even December and the rumour mill is in full flow regarding the opening of the Barclays Premier League’s January transfer window. Already dominating football-related conversations in pubs and bars across the UK, can we take a leaf out of our American counterparts’ book and capitalise on this excitement?  

Football is right at the epicentre of British culture. With revenue reaching €3 billion last year in the UK alone, it comes as no surprise that brands have attached themselves to every perceived point of value, from stadium naming rights to TV ad spots.

The Potential

With speculation rising as to how teams are aiming to strengthen through the mid-season transfer window, it seems an apt time to discuss the potential of the transfer market as a whole. As of the launch of Sky Sports News HQ in August this year, ‘Deadline Day’ is gaining traction and fast becoming a staple in the diets of football fans across the UK. As we saw last autumn, the transfer window offers a unique opportunity for brands to both reach and engage with their core audience in the off-season.

Furthermore, transfer deadline day is impossible to miss on social media. This year, Radamel Falcao’s switch from Monaco to Manchester United sparked a surge on Twitter with his name being mentioned over 1.6 million times before the window had even closed. Above all else, this clearly demonstrates the active participation of viewers.

The market is growing too, in just the last decade, due to the influx of wealthy overseas owners, English clubs have increased their spending in the transfer market from a combined £265million to £835million.

One of the challenges that we face is that in its current form, transfer deadline day is actually pretty dull; moments of excitement are surrounded with hours of ‘dead time’ and speculation. Whilst advertisers are aware of the increased interest on news outlets on deadline day, as yet none have been bold enough to do more than pay a premium for advertising space.

It’s Not Impossible

The NFL – America’s most watched sport on TV, and one that is making real progress in terms of successfully opening a London-based franchise, has proved that the transfer market is an area that holds great potential for the sponsorship industry. Their incredibly strong commercial strategy has contributed to their increasing success in the UK, having sold out Wembley for the Dallas Cowboys vs Jacksonville Jaguars game earlier this month.

Bud Light signed on as the official beer of the NFL in 2011 and has since adopted the NFL draft (a once-a-year event in which NFL teams select eligible college football players to add to their rosters) as a core aspect of their strategy. According to Mike Sundet, senior director at Bud Light, “the NFL Draft has become an unofficial holiday for fans – something they begin looking forward to almost as soon as the previous season ends.”

This year Bud Light is offering 32 fans, one representing each NFL team, an opportunity to be directly involved in the second-round draft, aired live on primetime US TV. Bud Light not only provides a channel for fans to directly connect and interact with their favourite teams, but also engages with fans increasing both brand advocacy and awareness.

The Opportunity

If a brand were to take total ownership of transfer deadline day with a clear strategy on how best to exploit the vast interest from the fan-base, there are huge potential gains for both the brand and the English Football Leagues.

If cooperation from the Premier League Football Association and Sky Sports could be secured, the space would be a blank canvas for a brand to create something both memorable and incredibly effective. The only part of the equation missing is the brand that’s willing to think outside of the perceived limits of the existing area.

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