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Why aren’t Big Sponsors like 
Miller-Coors and Nissan Spending
 More on Activation?

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“Sponsorship sellers typically say, ‘I have this great list of rights and benefits. Do you want to buy them?’ And then they leave the sponsor alone to activate and hope..." This might be why.

Published in: Sports
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Why aren’t Big Sponsors like 
Miller-Coors and Nissan Spending
 More on Activation?

  1. 1. Why aren’t Big Sponsors like 
 Miller-Coors and Nissan Spending
 More on Activation? LEARNINGS FROM INSIDERS - BY THE TEAM AT BRIZICAM.COM
  2. 2. Spending on sponsorships of sports events and other entertainment is $63B+ and growing (4%) Independent Evaluation Group BRIZICAM.COM Sponsors should be activating more with properties right? Not so.
  3. 3. “Sponsorship sellers typically say, ‘I have this great list of rights and benefits. Do you want to buy them?’ And then they leave the sponsor alone to activate and hope they have good metrics and renew the partnership a year later” — Nathan Homer, PGA European Tour chief commercial and marketing officer, BRIZICAM.COM
  4. 4. Missing the Point The tricky part is that the industry lacks a true way of measuring the value of sponsorship programs, and their in- venue activations. Not fully grasping the importance that high-profile sponsorship has in areas of customer advocacy or brand building. BRIZICAM.COM What’s the problem?
  5. 5. Desire for High Quality Engagement, lack of measurement, lack of trust Brands sponsor sports because they have a gut feel that there is value in engaging passionate sports fans, but they don’t believe that sports properties can deliver when it comes time to activate. They can’t measure it, they don’t trust it, so they don’t value it. BRIZICAM.COM What’s the problem?
  6. 6. BRIZICAM.COM What’s the problem? Delivering at Scale, lacking the right assets Traditionally, in-venue activation doesn’t reach outside, or even across the venue. This meant amplifying small scale activation with massive paid campaigns. It’s banking on the association, and not the transformational power of the activation. Sponsors don’t believe sports properties can deliver the engagement they want with the scale they need.
  7. 7. “In the uber-competitive beer business, we always feel like we can out-activate our competitors. If we have the right set of assets…” — Senior manager of brand experience for Miller-Coors BRIZICAM.COM
  8. 8. “I used to talk to my team about the importance of an integrated ‘360’ campaign. Now I say ‘forget 360, think 365’… a sports contract gives you souped-up content and a way to engage with people that are passionate and are going to react to what you say with a high level of engagement” — Pierre Diernaz, Vice-President Marketing, Nissan BRIZICAM.COM
  9. 9. BRIZICAM.COM Where’s the solution? Try to answer this question How can a sports sponsorship program integrate live physical experiences across a large number of fans, and connect them to assets that reinforce key messages and engagement across all channels including digital? Hint: technology can help
  10. 10. BRIZICAM.COM Your sponsorship opportunities should be presented as a ‘win-win’ relationship,” — Todd Uglow, U of Nevada-Las Vegas, formerly MLB, NFL 
 Uglow believes that the strength in building partnerships, is that as objectives align, sponsors feel heard and trust is earned. At the end of the day, meeting the needs of your partners, be it through activation or otherwise, is the only way to raise sponsorship value for everyone involved.
  11. 11. BRIZICAM.COM Thanks for reading About Brizi: Brizi lets anyone tap into nearby cameras to capture group memories at iconic places. Watch the video, see how it works. Get in touch: hello@brizicam.com

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