Sponsorship insights from our Golden Summer of Sport

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Precise were the go-to company for sponsorship insights from this golden summer of sport. From BBC News to the Financial Times our research was published, debated and tweeted all over the world. We'd …

Precise were the go-to company for sponsorship insights from this golden summer of sport. From BBC News to the Financial Times our research was published, debated and tweeted all over the world. We'd like to share that research with you...

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  • Many thanks for the opportunity to discuss with you today how we would propose to approach the reputation tracking programme for Rolls-Royce plc.We will then hand over to you to question us.
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...
  • Simple and easy to work with - one company, under one roof offering an integrated service Market leader Extensive experience in your sector...

Transcript

  • 1. Who is winning thesponsorship race?Summer of „social‟ sport putssponsor performance under themicroscopeContact:Dan MilesBrand Insight Consultantdan.miles@precise.co.ukT. +44 (0)20 7264 4767www.precise.co.uk
  • 2. Agenda Introduction and objective 3 Methodology 5 Findings 7 To conclude: tips for sponsoring future events 17 Disclaimer and notes 192
  • 3. Introduction and objective
  • 4. Introduction and objective Becoming a sponsor of major sporting  Whilst many of the sponsors have beenevents is now a calling card for brands seeking to create social mediaseeking to reinforce their position as global conversations around their sponsorship, notleaders or to propel themselves into that all conversation is good conversation.league. In particular, brands have lined up tobe associated with “the greatest show on Despite this, many of the medal tables ranking the sponsors‟ social mediaearth”. performance are based only on volume, or This year, however, has seen sponsors on volume and automated sentiment.come under the spotlight as never before. Itseems that social media has given voice to  At Precise, we believe that in order to truly identify the winning sponsors at the currentthose who question the fit or indeed the sports tournament, we need to go beyondfitness of sponsors to be associated with this, analysing conversations in depth inmajor sporting events. order to identify which of the sponsors with Following on from our analysis of the the greatest share of voice are beingreactions to sponsors in relation to the discussed most favourably.recent European football tournament, wehave now analysed conversations around  Our objective, therefore, is to go beyond the buzz and identify those who are trulysponsors in relation to the latest major taking the sponsorship prizes – and why.sporting event of the summer.4
  • 5. Methodology
  • 6. Methodology Share of voice is not the be all and end  Having identified the four sponsors with theall, but it is important as a first step. We greatest share of voice, we conducted aidentified all mentions of the Worldwide sentiment analysis to understand whichPartners (Coca- brands were being discussed mostCola, Acer, Omega, Dow, GE, Macdonald‟s, favourably.Panasonic, P&G, Atos, Origin, Visa, Samsung) and Official Partners  Rather than relying on automated(BP, BMW, Adidas, BT, EDF, Lloyds sentiment, we read a sample of the contentTSB, British Airways, London Olympics), in around each of the four brands with theassociation with different ways of referring to greatest share of voice.the sporting event currently taking place  Not only have we been able to identify thewithin all available English language social brands that are being discussed mostmedia (blogs, forums, Twitter, public favourably, we have also been able, throughFacebook content, comments, video and this detailed content analysis, to understandimages). what has driven this success. Additionally, we compared the amount of  Our research covered the two weeks to 31opinion-led content, compared to the sharing July, encompassing the latter stages of theof news, competitions and so on, the Torch Relay, the Opening Ceremony and thesponsors have been attracting, compared to first few days of competition.the recent UEFA Euro 2012 tournament.6
  • 7. Findings
  • 8. Share of voice analysis - the global sponsors score big McDonald‟s, Coca-Cola and Samsung are  The other leading brands on share of voicethe three brands enjoying the greatest share also found that events in the host nation -of voice within all English language social notably the torch relay - made a significantmedia. contribution to their volumes of mentions. That all three are Worldwide Partners is  Some brands - including Adidas - droveunlikely to be a coincidence, as this tier of traffic around hashtags rather than brandsponsorship allows brands to promote their name mentions, but the top four based onassociation globally, and our study is based brand name mentions were sufficientlyon all available English language social ahead of the rest for us to rely on thismedia content, no matter where it was measure for share of voice.generated. Of the Official Partners, who are only ableto promote their association in the hostnation, Adidas performs the best on share ofvoice, standing fourth overall andoutperforming all of the other Global andOfficial Partners.8
  • 9. Share of voice analysis - the global sponsors score big Level of conversation around Worldwide and Official Partners Level of conversation around Worldwide (Top 10) Partners (Top 3) McDonalds McDonalds Coca-Cola Coca-Cola Samsung Adidas Samsung P&G 0 2,000 4,000 6,000 8,000 BMW Level of conversation around Official Partners (Top 3) VISA Adidas General Electric Panasonic BMW Dow Chemicals British Airways 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 0 1,000 2,000 3,000 4,000Source: All accessible English language social media conversations around the Worldwide and Official Partners‟ sponsorship, 19/07/12 to 31/07/129
  • 10. Beyond buzz - not all publicity is good publicity Share of voice is only the start of the story.  Samsung, Adidas and Coca-Cola fare farContent quality matters more than quantity. better in terms of favourability, with net favourability scores of +89, +35 and +26 Certain sponsors, such as respectively.McDonald‟s, attracted a high proportion ofopinion-led content, whereas others, such as  With a net sentiment score of +89, it wouldSamsung, were more successful at driving appear that Samsung has taken sponsorshipthe sharing of news about them. gold, though Coca-Cola and Adidas wereOften, opinion-led content can be more successful in generating greater proportionsvaluable than news sharing, demonstrating a of opinion-led content around them.higher degree of engagement with thebrand‟s activities.  When share of voice and favourability are considered together, Samsung and Coca- However, as was the case during UEFA Cola currently appear best-placed to claimEuro 2012, the high proportion of opinion-led sponsorship gold. After looking at thecontent around McDonald‟s sponsorship of sentiment breakdown of all four brands, wethe current sporting event is being driven move on to consider what is drivingmore by unfavourable than favourable sponsorship success.comments, leaving McDonald‟s with anegative net favourability score of -7. On thisbasis, it is hard to argue that McDonald‟shas won sponsorship gold.10
  • 11. Beyond buzz - sentiment analysis on the top four sponsors by SOV Samsung: share of sentiment Coca-Cola: share of sentiment Neutral Unfavourable 5% Neutral 3% 6% Unfavourable 34% Favourable 60% Favourable 92% Net Favourability: +89 Net Favourability: +26 McDonalds: share of sentiment Adidas: share of sentiment Neutral 25% Neutral Favourable 35% 34% Favourable 50% Unfavourable 41% Unfavourable 15% Net Favourability: -7 Net Favourability: +35Source: All accessible English language social media conversations around the Worldwide and Official Partners‟ sponsorship, 19/07/12 to 31/07/1211
  • 12. Drivers of success - the torch relay ignites positivity The involvement of Coca-Cola and  Social media puts the activities andSamsung in the Torch Relay is clearly a motivations of brands under a forensic lens.contributory factor to their success – This makes it all the more important forespecially in the case of Coke. 12% of brands to be able to articulate a clear benefitconversations about Coca-Cola and 5% of to the public from their sponsorship.conversations about Samsung cited the Delivering the Torch Relay appears to haveTorch Relay. been viewed by the public as a clear and legitimate benefit. It appears that the sponsors of the TorchRelay have seen real benefits through their  Of course, the benefits of the Torch Relayassociation with an event that has brought may not play out at a global level, but thisthe excitement of the current spectacle to only highlights the importance of deliveringmore people. This appears to be one of the real, tangible benefits at a level closereasons why Coca-Cola and Samsung have enough to consumers that they can engageout-performed McDonald‟s so far in terms of with it.public favourability towards theirsponsorship.12
  • 13. Drivers of success - amplification Coca-Cola succeeded in amplifying its  The inclusion of prominent popularsponsorship of the Torch Relay via its „Move figures, such as Mark Ronson, in theto the Beat‟ music events, with „beat‟ campaign was also a contributory factor tomentioned 600 times in association with its success, tapping into popular culture toCoca-Cola over the two weeks researched. inspire excitement around the Olympics. The success of „Move to the Beat‟ in  Of course, when amplifying andriving conversations mentioning Coke aim association, it helps if the events beingprovides further evidence that the public amplified are a success, and the success ofvalues tangible benefits delivered by the Torch Relay has clearly fed the successOlympic sponsors, above and beyond their of „Move to the Beat‟ – and vice-versa.financial contribution to the staging of thesporting events.13
  • 14. Drivers of success – taking centre stage With venues „clean‟ of sponsoring  The Galaxy devices were mentioned inbrands, it is arguably more difficult for more than a third of all comments about thesponsors to gain exposure and create brand, demonstrating that the central roleassociation than it is at other major events. secured for the device did indeed drive interest in Samsung, enhancing the profile This is why Samsung‟s securing of a role the Galaxy S III in particular was alreadywithin the Opening Ceremony for its Galaxy enjoying as the official phone.S III and Galaxy Note devices was such acoup for the brand, securing a huge level of  It will be difficult for every sponsor to pullexposure and - importantly - giving the brand off a coup on this scale, but it is clear thata meaningful role over and above its role as the exposure and the imagination on displaya sponsor. contributed significantly to Samsung‟s success as a sponsor.14
  • 15. Limitations on success - association to other sponsors Adidas, as a sports brand, arguably has  It seems that Adidas has sufferedthe most obvious natural fit with sporting somewhat by being associated to othertournaments, and it out-performed „corporate‟ sponsors, whereas thisMcDonald‟s in terms of favourability, just as association was not made to any greatit did during UEFA Euro 2012, gaining a net extent during UEFA Euro 2012.sentiment score of +35.  It also appears that Adidas has not However, Adidas‟ performance as a received as much credit for being thesponsor of the current sporting event does manufacturer of kits as it did at the recentnot appear to equal its success as a sponsor football tournament.of UEFA Euro 2012, with Adidas frequentlycited alongside other high profile Worldwidesponsors in critical comments. Some social media users are critical ofwhat they see as the commercialisation ofsporting events, and high-profile sponsorsincluding Adidas have suffered as a result.15
  • 16. Limitations on success - fit and fitness The more unfavourable response to  Coca-Cola - albeit to a lesser extent thanMcDonald‟s sponsorship of the Games is McDonald‟s - also attracted criticism on thisconsistent with our findings when we basis. Coca-Cola was often cited alongsideanalysed conversations around the sponsors McDonald‟s in conversations about theof UEFA Euro 2012. brands‟ perceived “unfitness”. However, there were fewer conversations McDonald‟s appears to struggle to criticising Coca-Cola in isolation than thereestablish a clear perceived right to be a were for McDonald‟s.sponsor of sports tournaments, with somesocial media users again questioning the fit -and in some cases the fitness - ofMcDonald‟s as a sponsor.16
  • 17. To conclude – tips forsponsoring future events
  • 18. To conclude - tips for sponsoring future sports events1. Take centre stage for maximum exposure 3 Take account of prior reputation Sponsoring brands should consider how to Sponsoring major sporting events is not a replicate Samsung‟s coup in securing a central reputational panacea, and can serve to give role in the Opening Ceremony, in order to greater exposure to negativity around a secure the exposure that sponsoring the brand, or to cause it to be associated with current sporting event, with its „clean‟ other sponsors who are perceived negatively. venues, does not necessarily guarantee. Considering what the potential negatives are and how to to proactively manage them will be2. Be imaginative increasingly important, with future sporting Samsung‟s role in the Opening Ceremony and events likely to become ever more social. Coke‟s amplification of the Torch Relay were imaginative. They went well beyond the 4. Earn the right traditional mechanics of Paying for association with major sporting sponsorship, harnessing elements of pop events appears no longer to be enough to culture, and cut through as a result. create permission in the mind of the public. To win hearts and minds and earn the right to association, the public appears to need to believe that a brand is creating value through its sponsorship. Identifying a clear and useful role to play can help a sponsor achieve this, but in particular, creating opportunities for the public to participate earns sponsors the right.18
  • 19. Disclaimer and notes
  • 20. Disclaimer and notesDisclaimer Notes to editors This briefing note is not intended to imply  Precise regularly reviews the performanceany association between Precise and any of sponsors of sporting events, using socialparticular sponsor or event being sponsored. media as a research source. This researchThe analysis has been conducted follows up on Precise‟s research of sponsorindependently, and is part of a series of performance at UEFA Euro 2012, andanalyses Precise conducts into sponsorship Precise will be comparing and contrastingeffectiveness. sponsor performance at future events.  Precise‟s research papers into sponsorship at other events over this summer are available on request.20
  • 21. Thank you.