Evolution of Sponsorship - Slingshot Sponsorship

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The Evolution of Sponsorship provides a sponsorship agency perspective of the last 40 years and where sponsorship is today.

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Evolution of Sponsorship - Slingshot Sponsorship

  1. 1. THE EVOLUTION OF SPONSORSHIP:A Sponsorship Agency PerspectiveSlingshot SponsorshipJackie Fast, Managing Director
  2. 2. A bit about me... Twitter: @JackieFast @Slingshot_UKwww.slingshotsponsorship.com
  3. 3. Sponsorship Past... JERSEY SPONSORSHIP 1973 Gunter Mast & Jagermeisterwww.slingshotsponsorship.com
  4. 4. Traditionally sponsorship was... Purchased with hospitality budgets Focussed on logos & mediawww.slingshotsponsorship.com
  5. 5. www.slingshotsponsorship.com
  6. 6. 2008...www.slingshotsponsorship.com
  7. 7. Growth decreased...www.slingshotsponsorship.com
  8. 8. Spend decreased...www.slingshotsponsorship.com
  9. 9. Marketing shift... One way communications became Two way communicationswww.slingshotsponsorship.com
  10. 10. New channels... Influx of new marketing channelswww.slingshotsponsorship.com
  11. 11. How we engage...www.slingshotsponsorship.com
  12. 12. Who is engaging...www.slingshotsponsorship.com
  13. 13. A new world... New platforms & new synergieswww.slingshotsponsorship.com
  14. 14. Benefits of the economic crisis 1. Forced businesses to change • New revenue streams • Business synergy 2. Forced brand sponsorship to change • Sponsorship as marketing • Need for measurementwww.slingshotsponsorship.com
  15. 15. Why Sponsorship? Provides the perfect platform for engagement: • Interactive • Fan loyalty • Brand experienceswww.slingshotsponsorship.com
  16. 16. Sponsorship Today... Logo & media vs Engagementwww.slingshotsponsorship.com
  17. 17. Everyone Wins... Win for the Audience, Win for the Sponsor & Win for the Rights Ownerwww.slingshotsponsorship.com
  18. 18. More stats for 2011... Global spending = $48.6 billion (5.1% growth) Outpacing media spending growth of 4% Entertainment sponsorship = 4.6% Sport sponsorship spending = 6.2% making it the fastest growing sectorwww.slingshotsponsorship.com
  19. 19. Sponsorship Now... JAY Z & BINGwww.slingshotsponsorship.com
  20. 20. Sponsorship that is... INTRIGUINGwww.slingshotsponsorship.com
  21. 21. Sponsorship that is... ENGAGINGwww.slingshotsponsorship.com
  22. 22. And most of all... INTERACTIVEwww.slingshotsponsorship.com
  23. 23. Coca-Cola Polar Bowl... Using social networks & interactionwww.slingshotsponsorship.com
  24. 24. The stats... 9 million users tuned in Average dwell time of 28 minutes Cost of a 30 second slot during the Super Bowl costs $3.5millionwww.slingshotsponsorship.com
  25. 25. Closer to home...www.slingshotsponsorship.com
  26. 26. ASUS & Little Noise Sessionswww.slingshotsponsorship.com
  27. 27. OBJECTIVE: Provide credibility to the Asus campaign & new laptop product Build brand awareness in the UKwww.slingshotsponsorship.com
  28. 28. SOLUTION: Partnering with one of the most prestigious music of London’s most Partner with one events in London prestigious music eventswww.slingshotsponsorship.com
  29. 29. Mencap’s Little Noise Sessions RESULTS: ASUS reached over 6.4 million Exclusive press area Charity support ASUS laptops in Green Room (with a couple taken home by artists!)www.slingshotsponsorship.com
  30. 30. Autosport Awards...www.slingshotsponsorship.com
  31. 31. OBJECTIVE: Respond to growing needs of sponsor engagement by the magazinewww.slingshotsponsorship.com
  32. 32. SOLUTION: Create a year long promotional programme Work with sponsors to create synergies within the partnershipwww.slingshotsponsorship.com
  33. 33. SOCIAL MEDIA: Streaming of the event Consumer engagementwww.slingshotsponsorship.com
  34. 34. RESULTS: 100% renewals Sponsors involved include: Castrol, BMW, Mercedes, Pirelli, and morewww.slingshotsponsorship.com
  35. 35. The Future of Sponsorship... Outside of NA, Europe will remain the largest source of sponsorship spending followed by Asia Pacific. Sponsorship with digital will increase. Worldwide spending projected at 4.9% increase to $51 billion.www.slingshotsponsorship.com
  36. 36. Takeaway Tips... It’s not about logos Integrate your channels Work with your partners to create something truly unique REMEMBER ADD VALUE & ENGAGEwww.slingshotsponsorship.com
  37. 37. KEEP IN TOUCHJackie Fast, Managing Directorwww.slingshotsponsorship.comT: 0207 226 5052E: jackie@slingshotsponsorship.comTw: @JackieFast

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