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Fiona Keys presentation The Business of Fun


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Fiona Keys of Connacht rugby outlines how to get the most of corporate sponsorship in today's environment at The Business of Fun 2011

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Fiona Keys presentation The Business of Fun

  1. 1. Corporate Sponsorship in Today’s environment
  2. 2. Who Am I?• Commercial Manager, Connacht RugbyPast – Events Sales Manager in the Radisson Blu, Galway Conference Sales in the Conrad Dublin Sales for the Aspen Skiing Company Post Grad Diploma in Public Relations Diploma in Business Studies in Hotel Management from GMIT
  3. 3. Connacht Rugby – the Story•The Research• Connacht and where we feature in Irish Rugby• Connacht Sponsorship Strategy• Sponsorship Packages
  4. 4. The Research – what we did FANS STAKEHOLDERS N = 6 Focus Groups with Potential and N = 18 In-depths with Stakeholders Loyal Supporters Pre-Tasked to attend games at Sponsors Non-Sponsors Sportsground or watch live on TG4‘Connacht Rugby Feedback’ web forum Local Businesses & for participants Publicans Uni Social Groups‘Intercept’ interviews with supporters in Media CR Staff the Sportsground
  5. 5. Future of Connacht Rugby•Confirmed commitment and backing of Connacht by the IRFU•Professional Games Board•Professional Review of the Connacht Brand and Assets todemonstrate to future sponsors our true value and positioning•The Sportsground Facilities•Sporting brand with the greatest potential for growth
  6. 6. Context – the Market Place •Two-thirds of sponsors will increase or keep their sponsorship spending the same in 2011, while 75% of rights holders are expecting their sponsorship revenue to remain constant or increase this year....a much more balanced outlook for the market than expected for 2010 •Income growth drivers to include new rights previously not available to sponsors, the return of key sectors such as automobiles and financial services. Energy and Betting / Gambling are considered to be the front runners in terms of sectors likely to increase their spend. •A standout finding is the large scale shift in sponsors primary objective to “chA A standout finding is the large scale shift in sponsors primary objective to “change / reinforce brand image”. Brands who perhaps feel corporate Ireland has suffered a reputation dent in recent years are seeing sponsorship as the ideal way to once again communicate their true values.Source: Onside Sponsorship, 2011
  7. 7. Top Teams in Ireland – loyal fanbase source: Onside Sponsorship GAELIC FOOTBALL Team Actual Numbers UK PREMIESHIP Dublin 535,000 Team Actual Numbers Cork 336,000 Man Utd 677,000 Versus Provincial Rugby Kerry 137,000 Liverpool 456,000 Team Actual Galway 113,000 Numbers Arsenal 132,000 Mayo 105,000 Connacht 139,000 Chelsea 115,000 Kildare 101,000 Ulster 71,000 Spurs Limerick 92,000 Aston Villa Wexford 79,000 West Ham Blackpool Less than 50,000 Base Market Potential…. Meath 74,000 Newcastle •500,000 people live in Connacht Laois 56,000 •350,000 are ‘rugby fans’Source: Onside Sponsorship, 2011
  8. 8. Connacht Fans ready to live out their loyalty Go To A Live Match in the Wear The Team Jersey Next 6 Months and / or Team Merchandise Munster 44% 48% Leinster 40% 43% Connacht 42% 49%Source: Onside Sponsorship, 2011 8
  9. 9. Sponsorship Strategy • Maximise the value of Connacht by receiving market value • Recruit the best partners • A committed “Rights Delivery” strategy • Cutting Edge Connacht • Provide a positive Return on Investment • Create a platform for committed partnerships (not just a cheque each season)
  10. 10. Sponsorship Packages Team Sponsor Official Official Official Official Partner Partner Partner Partner Official Official Official Official Supplier Supplier Supplier Supplier
  11. 11. Asset Inventory• Media Exposure & Coverage• Speakers for sponsor functions• Business to business opportunities• Inclusion in all press releases and media campaigns• Players available for press/PR and marketing campaigns• Sampling to media contacts• PR campaign tailored to sponsor’s special media interest• Money can’t buy experiences• Proposed advertising• Front of shirt/back of shirt/shorts branding• Access to databases – with permission• Tickets• Use of logos• Onsite sampling• Access to international match tickets• Grassroots sponsorship- Summer camps• Stadium Naming Rights• Employee engagement• Product placement• Content for websites• CSR Opportunities
  12. 12. Asset ValuationHow do we value the price of sponsorship?Value of tangible assets + Value of intangible asset = Sponsorship ValueTangible Assets• Impacts- (Press & TV Coverage)• Purchasable Benefits• Media ValueIntangible Asset• Soft Indirect benefits of the sponsorship
  13. 13. Mazda Launch Event
  14. 14. Some collateral examples
  15. 15. Some collateral examples
  16. 16. Some collateral examples