Sponsorship trends for 2014 (marketing, branding, naming, rights, events, digital, social media)

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A look at the latest trends in sponsorship, focusing on what has emerged through 2013, and what the implications are for 2014. Digital marketing, social media, online, at event, in stadia, naming …

A look at the latest trends in sponsorship, focusing on what has emerged through 2013, and what the implications are for 2014. Digital marketing, social media, online, at event, in stadia, naming rights, shirt sponsorships) with practical recommendations for those involved in buying, assessing ore presenting sponsorship packages to potential brands and clients. Fredda Hurwitz an Jez Jowett (@Jezmond) share an entertaining look at the past, present and future.

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  • 1. Hello ;-) Fredda Hurwitz Global VP – Strategy & Marketing @FreddaHurwitz © Havas Sports & Entertainment Jez Jowett Global VP – Digital & Social Media @Jezmond
  • 2. What we’ll share today 01 Part 1 : A light introduction
 Part 2: What’s hot and trending
 Part 3: Five guiding principles ! !
  • 3. A Light Introduction © Havas Sports & Entertainment
  • 4. Football shirt sponsor #FAIL 1 Teen clothing store sponsorship of FC Nurnberg © Havas Sports & Entertainment
  • 5. Football shirt sponsor #FAIL 2 Sharia law results in Muslim players’ boycott © Havas Sports & Entertainment
  • 6. Football shirt sponsor #FAIL 3 Bimbo Bakeries and various clubs © Havas Sports & Entertainment
  • 7. Football shirt sponsor #FAIL 4 XL Holidays and West Ham (before and after ’09 collapse) © Havas Sports & Entertainment
  • 8. Football shirt sponsor #FAIL 5 Bonar, unfortunate terrace chanting © Havas Sports & Entertainment
  • 9. Venue Naming / Sponsorships #AMUSING 1 From rock to religion, @ the Jiffy Lube Live © Havas Sports & Entertainment
  • 10. Venue Naming / Sponsorships #AMUSING 2 © Havas Sports & Entertainment
  • 11. Venue Naming / Sponsorships #AMUSING 3 © Havas Sports & Entertainment
  • 12. Venue Naming / Sponsorships #AMUSING 4 © Havas Sports & Entertainment
  • 13. Title Sponsorship #FAIL Waste Management without activation © Havas Sports & Entertainment
  • 14. CELEBRITY AMBASSADOR #FAIL 1 Samsung Athlete Tweets Props for Galaxy S4 — From an iPhone © Havas Sports & Entertainment
  • 15. CELEBRITY AMBASSADOR #FAIL 2 Britney Spears for Pepsi, caught red can handed © Havas Sports & Entertainment
  • 16. CELEBRITY AMBASSADOR #FAIL 3 Sun Yang humiliates Hyundai with Porsche blunder, and no license © Havas Sports & Entertainment
  • 17. GYM SPONSORSHIP #FAIL Krispy Kreme’s inappropriate sampling © Havas Sports & Entertainment
  • 18. MOUSTACHE SPONSORSHIP #FAIL #WIN Des Lynam purple ‘tach for Nintendo launch © Havas Sports & Entertainment
  • 19. Spice Girls Sponsorship #FAIL No scooter license © Havas Sports & Entertainment
  • 20. A few numbers to get us in the mood…. © Havas Sports & Entertainment
  • 21. Investment isn’t slowing down © Havas Sports & Entertainment
  • 22. But fans’ views about 
 sponsorship are changing © Havas Sports & Entertainment
  • 23. Fans want both engagement & involvement… © Havas Sports & Entertainment
  • 24. …and would care more about brands who support causes than entertainment © Havas Sports & Entertainment
  • 25. Impact + Influence © Havas Sports & Entertainment
  • 26. Get it right, and fans could become your advocate © Havas Sports & Entertainment
  • 27. What’s hot, what’s trending and what you need to know So what is hot and trending?
  • 28. Passion points are vast 01 © Havas Sports & Entertainment
  • 29. Formula 1 & F1 Rocks Proving a huge ‘hit’ on field, on screen and on stage © Havas Sports & Entertainment
  • 30. MTV & MLB Combining passion, adrenaline and performance off track © Havas Sports & Entertainment
  • 31. Fans and customers appreciate 
 smart (and meaningful) sponsorships 02 © Havas Sports & Entertainment
  • 32. Nike Back to the future Nostalgia, innovation, social media & cause © Havas Sports & Entertainment
  • 33. Orange
 RockCorps Volunteering is now a socially accepted badge & currency © Havas Sports & Entertainment
  • 34. The kindness offensive Random acts of kindness get noticed (and go viral) © Havas Sports & Entertainment
  • 35. Sainsbury
 Paralympics Doing good, is good for business (Sainsburys +NPS) © Havas Sports & Entertainment
  • 36. Digital and data are changing sponsorship 03 © Havas Sports & Entertainment
  • 37. New rights & assets Digital rights fiercely fought over (and still un-tapped) © Havas Sports & Entertainment
  • 38. NBA.com Digital and data provide unique and premium content © Havas Sports & Entertainment
  • 39. Real Time Marketing (through digital) Real time and ambush opportunities, only through digital / always on & listening © Havas Sports & Entertainment
  • 40. Sporting Park stadium, Kansas City Digitally optimized stadiums with great fan experiences © Havas Sports & Entertainment
  • 41. © Havas Sports & Entertainment !41
  • 42. Digital applications and commerce Digital experiences at game: cheering, voting, sharing. Buying! © Havas Sports & Entertainment
  • 43. Fans and brands as storytellers 04 © Havas Sports & Entertainment
  • 44. Eurostar Brands and consumers as storytellers © Havas Sports & Entertainment
  • 45. Rolex Daytona Sponsorship stories need to be told © Havas Sports & Entertainment
  • 46. Social Media at your fingertips 05 © Havas Sports & Entertainment
  • 47. High speed, high bandwidth required Massive bandwidth requirement , or WIFI parter © Havas Sports & Entertainment
  • 48. SoMe signage, check ins and CTA a must Encourage sharing and gamification © Havas Sports & Entertainment
  • 49. Fan participation 06 06 © Havas Sports & Entertainment
  • 50. Enter the Game Smart brands immerse fans into the game / product © Havas Sports & Entertainment
  • 51. © Havas Sports & Entertainment
  • 52. Co-creation & crowd sourcing Changing from ‘me’ to ‘we’. The Hawthorn Effect © Havas Sports & Entertainment
  • 53. State-of-the-art venues 07 © Havas Sports & Entertainment
  • 54. MLB Stadium
 Apple’s iBeacon Stadiums more convenient and interactive for fans © Havas Sports & Entertainment
  • 55. © Havas Sports & Entertainment
  • 56. San Francisco 49ers Stadium
 software-driven Software driven stadium, not a hardware driven stadium - thanks to Sony kit. © Havas Sports & Entertainment
  • 57. Big, bold and personalised 08 © Havas Sports & Entertainment
  • 58. Samsung surround sound (and stadiums) Branding and interactivity from all routes to stadiums © Havas Sports & Entertainment
  • 59. Big OOH for impact & impression Premium and world famous sites still heavily desired © Havas Sports & Entertainment
  • 60. Small and perfectly formed 09 © Havas Sports & Entertainment
  • 61. Durex
 Intimate sessions A role for small, intimate and more personable venues © Havas Sports & Entertainment
  • 62. Red Bull
 Revolution in Sound 780 fans experienced pod performances on the EDF London Eye © Havas Sports & Entertainment
  • 63. Innovation is everywhere 10 © Havas Sports & Entertainment
  • 64. Nike
 Laser projected soccer field © Havas Sports & Entertainment
  • 65. Heineken
 Ignite innovative bottle © Havas Sports & Entertainment
  • 66. © Havas Sports & Entertainment
  • 67. Ultimately everything boils down to value and impact 11 © Havas Sports & Entertainment
  • 68. Measured in real time/dashboards © Havas Sports & Entertainment
  • 69. Quick recap 1. Passion points are vast 2. Fans and customers appreciate smart sponsorships 3. Fans and brands as storytellers 4. Digital and data are changing sponsorship 5. Social media sign posting and CTA’s 6. Fan participation 7. State-of-the-art venues a must 8. Big, bold and personalized 9. Small and perfectly formed 10. Innovation is everywhere 11. ROI and real time, sells © Havas Sports & Entertainment
  • 70. A few parting thoughts © Havas Sports & Entertainment
  • 71. Relevance Know who you’re speaking with, why and who you are (Not who you’re selling to and when) © Havas Sports & Entertainment
  • 72. Language Use the brand’s buzz words and DNA ! (Make it easy for them to share, un-edited) © Havas Sports & Entertainment
  • 73. Partnerships Think partnerships & shared value ! (not sponsorship & transactions) © Havas Sports & Entertainment
  • 74. Interactive Go beyond TV, turnstiles & tickets ! (digital, social, streams and stadia-media) © Havas Sports & Entertainment
  • 75. Innovate Involve, experiment, innovate openly ! (embrace the power of the crowds) © Havas Sports & Entertainment
  • 76. Thank You! © Havas Sports & Entertainment