Long Live the King! Fast Food Brand Ambassadors Return Following Hiatus 7th September, 2015

Brand ambassadors have long been used by brands, however it is the return of a larger than life King that has drawn attention across the globe in recent months. Once over shadowed by the might of McDonalds’ Ronald McDonald character (named after former CEO and inventor of the wildly loved chicken nugget) the Burger King, King has returned!

Distinctive and instantly recognisable, standing at over 6 feet tall ‘The King’ has been sighted at various high profile events this summer including the 147th Belmont Stakes where he appeared with Triple Crown winning trainer Bob Bafferrt.

The King’s resurrection began at the start of the summer forming part of the entourage which escorted Floyd Mayweather to the ring during the ‘fight of the century’ against Manny Pacquiao in May this year.

Due to the furor of offenses and negative publicity following Floyd Mayweather in recent years, brands have been cautious to not align with the star; however reports have sited that Burger King purchased the rights for $1 million, becoming one of Mayweather’s first sponsors for some years (having topped the Sport Illustrated Fortune 50 athletes with $0 endorsement deals three times).

The mere sight of the brand ambassador in this setting created mass attention around Burger King. Social media interaction increased significantly creating over 1,343% growth interest for the brand. Yet not all interest was positive with many criticising Burger King for supporting the convicted domestic abuser across Twitter.

With Adweek reporting The King created over a weeks’ worth of publicity for Burger King simply by appearing in coverage of the ring walk with Floyd Mayweather perhaps this is the first in line for the fast food ambassadors – beware the return of The King, Ronald, and The Colonel.

How to Make an Impact through Social Media: Slingshot Sponsorship Partner with That Lot 16th October, 2013

Slingshot Sponsorship is delighted to announce a partnership with That Lot Creatives to provide a Bootcamp service on how to make an impact through social media.  The Bootcamp aims to provide organisations with an insight into the sponsorship industry with a focus upon developing sponsorship proposals and approaching and securing sponsorship.  Over the past three years, Slingshot Sponsorship has developed the Bootcampto become a highly tailored service suited to all organisations.

Jackie Fast, Managing Director, Slingshot Sponsorship stated: “We have successfully delivered tailored Bootcamps for over 50 organisations.  The success of the Bootcamp has been through Slingshot’s insight into the development of the sponsorship industry and it felt like a natural progression to advance the offering into the digital sphere.  Social Media has become an ever increasingly important tool and we are thrilled to be working with That Lot to develop an astute Bootcamp for future clients.”

That Lot is a new social media agency, headed by writer, comedian and Twitter obsessive David Schneider (150,000 followers and counting) and the UK’s foremost professional tweeter, David Levin (@BBCApprentice and @BBCTheVoiceUK).

David Schneider commented: “David Levin and I have worked closely with Slingshot to create informative, enjoyable workshops that give individuals and companies the tools to really cut through online platforms. We want to make sure that people leave our course inspired and able to tweet and post with impact and humour.”

The courses form part of the Bootcamp offering from Slingshot and can either be added to the current Sponsorship Bootcamp or provided on a standalone basis.

David added: “I’m a bit of a Twitter evangelist, keen to spread the word about how to do Twitter better. Working with Slingshot is a great fit for us. I’m not saying that, together with them, we’ll turn every company or individual Twitter feed into @OscarWilde, but we’re confident we can help people grow their influence online enormously.”

Opportunities for the Social Media Bootcamp are currently available.

Beginner's Guide to Social Media for Small Businesses 27th February, 2012

Social media is a topic we often cover, both with clients and the sponsors we manage.  So we thought we’d provide some more insight into the most recognised platforms and more specifically how it relates to small businesses.

From a sponsorship rights holder’s perspective, providing the opportunity for potential sponsors to integrate with you on social media is as important as ensuring that those channels are also engaging the audience.  And the same can be said for small businesses.

Small business owners should not expect immediate success throughsocial media.  A survey from the Chartered Institute of Marketing has revealed:  34% of 1,500 marketers questioned deemed their social media activity in 2011 was ‘not at all effective’, while only 13% said it was ‘extremely effective’.   However, small business owners should take note that the majority of those polled saw it as a tool of engagement (37%), or as support to other channels in a campaign (46%).  Having a presence on Facebook, Twitter or Linkedin is unlikely to result in immediate sales.  What social media does allow you to do is promote your brand to an audience who is interested in hearing from you.

Engaging with your customers is not going to be easy and it certainly won’t happen overnight.  But if you put in an hour a day and approach it correctly you will be rewarded with subscribers, friends, or tweeps who understand who your company is, what it does and potentially why they should engage with it – hopefully leading on to them becoming brand advocates.

Whilst every company can benefit from some form of social media, not every form of social media will fit your company.  It is therefore important to choose the platform where your audience is, not the platform that may get the most press.  The main platforms small businesses are currently using:


Set to hit 1 billion users in August, Facebook is undoubtedly the king of social media.  With the average user spending over 15 minutes generally surveying their Facebook terrain, you would think it was the perfect tool for smaller companies to engage with their target audience.  Yet a quick look and you’ll find countless business pages with 50 likes and fewer comments.  Sarah Orchard, from Orchard Marketing Associates, makes the point that:

‘Facebook is a social space, so users are not as receptive to business-orientated messages.  The question you have to ask yourself is: “is my business one that can tap into the emotional side of people’s lives?”

If your business fits this criteria then really try to make your Facebook page an interactive, enlightening and most importantly a worthwhile experience for the user.  If you put on an annual music festival, comedy show or quiz night in the local pub, get attendees to sign up to join your Facebook page as they leave. Then, use your page as a hub for anything interesting related to your event to create publicity.

One stand-out example of utilising Facebook and making each visit exciting is one of our newest clients: Croatian-based music festival Outlook.  Only 5 years old and Outlook already has 54,000 likes on their Facebook page.  With the build-up to festival season already under way, Outlook will  continuie to use their Facebook page as an ideal marketing tool hosting DJ competitions, posting reviews of artists scheduled to play and uploading videos from last year to create a buzz around the event.


With much more focus on business networking, Linkedin is a great tool tokeep in touch with former colleagues and find new prospects.  The Q&A function is a great way to both highlight what your company does and how it does it, as well as gaining useful advice to better run your own business.  Being a member on Linkedin also allows you to start, join and participate in group discussions.  If you provide unique insight on a given topic on a consistent basis you will become an authority on your area of interest – (you can even become a Linkedin designated ‘expert’!).  A potential client may be looking for information on your area of expertise, stumble across a post of yours that really connects with them and contact you as a direct result.


The site allows users to post images of your company’s product and link themback to your website. It acts as an online catalogue, except that images can be (much like Facebook) commented on and ‘re-pinned’ to other user’s boards.   It may be relatively new – the site was launched in 2010 – but Pinterest is already being touted as the most valuable marketing tool for smaller businesses on the web.  There are already 7 million registered members on Pinterest with a report from Shareholic claiming that more traffic is driven to company websites and blogs than Linkedin, Google+ and YouTube combined.  The major drawback of the site is that if your company’s product or services are not particularly visual, you may struggle to get across exactly what you offer.  On the other hand, it gives you a chance to be more creative, using evocative images that intrigue other users into finding out more about your company.  Here are 15 of the most popular pictures on Pinterest.


Twitter is a great way to keep people interested in your business or project and remind them of what you are doing.  Your followers will be able to see your tweets on their ‘twitter-feed’.   The great thing about this is that they do not have to consciously go to your page for you to get your message across to them and already have chosen to be receptive to your messages by actively following you.   With clear and informative tweets you have the power to reach your client-base and build up a picture of exactly what your company does, which creates brand exposure.

Business Blogs

Business blogs are a no-frills way of sharing your company’s expertise and knowledge with a wider audience.  The software is incredibly easy to use (e.g. WordPress, Blogware etc.) and cheap (and in most cases free) to run, meaning you don’t have to learn HTML or spend huge amounts on a web designer.   If you post interesting content, people will return to your blog, retweet it or share it on Facebook.  A couple of great examples of blogs giving real value to the business are Gizmodo (gadget magazine) and Stony Field Farms (Organic Dairy Products).

And of course do not forget to sign up to the Slingshot Sponsorship blog so you can keep up to date on great tips just like these!

Do Social Media Benefits Really Benefit Sponsors? 15th September, 2011

Social media has not only changed the way an audience can interact with a sponsorship property, but also with how they can interact with the sponsors of that property and vice versa.  Without fully understanding social media for the organisation in question, it would be impossible to try and deliver value to a sponsor associated.

Here are some top tips and questions to ask yourself before you consider integrating sponsorship benefits within your sponsorship proposal.

Do You Have an Online Audience?

Many sponsorship proposals include social media activation with their audience for prospective sponsors; however, this is typically even before they’ve even set up the account.  Many rights owners do not realise that it can take a significant amount of resource to develop and manage social networks so make time to do your research before you promise brands something you aren’t able to deliver at the point of signing the contract.

The benefit of social media is that it is instantaneous, but if you haven’t developed your social network before you offer the rights over to a sponsor, you aren’t offering much of anything.

Is Your Social Network Engaged?

Once you’ve built your social network, you need to ensure that the users are engaged with your content.  If you don’t have an engaged audience then there is no benefit to a sponsor of your property because their message will be falling on deaf ears.

5 Tips to Creating Engaging Content:

  1. Be relevant
  2. Provide insight
  3. Offer competitions or money-can’t buy benefits for engaging with you
  4. Provide exclusive content they can’t find anywhere else
  5. If possible, try to be genuinely funny

Does Your Social Network Want to Hear From Your Sponsors?

Your network is important and needs to be treated with care.  Do not sign them up and then bombard them with messages that they do not want to hear.  This rings true for any and all communication, but especially with social media as it far easier to individuals to block messages online than it is through the post.

Make sure to listen to your audience and provide them content that they find valuable.  As long as your sponsor’s messages fall in line with these guidelines you can ensure that you are truly delivering the benefits you are offering.

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