Kurt Edwards - TalkSport

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MediaCom Engage Conference
Making Sport Pay
Sport as a Marketing Medium
Edinburgh, 10th May, 2012

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Kurt Edwards - TalkSport

  1. 1. Amplifying sports rights Effectively OUR perspective
  2. 2. Uk’s largest sports magazine MONTLHY FOOTPRINT OF 5.5 MILLION SUCCESS BUILT ON UNDERSTANDING sportsMulti-platform with web, radio & in london Entirely ad-funded & free mobile offerings FANS & Compelling content Newly secured global radio fapl Available nationally on apple newsstand broadcasting rights
  3. 3. Investment in sport is growing PREMIER LEAGUE NAMING RIGHTS ARE NOW WORTH £82.3 MILLION - 25% MORE COMPARED WITH 4 YEARS AGO AON PAID MAN UTD £80M FOR 4 YEARS SHIRT SPONSORSHIP - 42% MORE THAN AIG PAID IN 2006Source: The Guardian/BBC
  4. 4. 7 factors FOR SUCCESSFULSPORT SPONSORSHIP
  5. 5. 1) PARTNERSHIPS NOT SPONSORSHIPS MEDIA OWNER CLIENT EXPERTISE ASSETS BROADCAST TALENT COMMUNICATION IDEAS LIVE RIGHTS SPORTS TALENT FLEXIBILITY SHARING
  6. 6. 2) MULTIPLE TOUCHPOINTS DRIVE SUCCESS
  7. 7. 3) Evolving rights acquisitions Potential Rights Existing Rights MEDIA OWNER Existing Rights Potential Rights
  8. 8. 3) Talksport context Potential Rights Potential Rights
  9. 9. 3) Talksport context
  10. 10. 4) Before you signMANY AGREEMENTS ALREADY HAVE CLEARLY EXISTING PARAMETERS Talent - content - platforms
  11. 11. 5) Social media should be embraced
  12. 12. 6) Building credibility takes time
  13. 13. 6) Building credibility takes time
  14. 14. 7) Stand out from the crowdKey events can become cluttered & daunting...
  15. 15. 7) Stand out from the crowdKey events can become cluttered & daunting......Are you buying engaged consumers or just anaudience?
  16. 16. To Recap• Partnerships need communication, honesty & flexibility• Multiple touchpoints drive success• Evolving live rights and buying more• Before you sign...ask• Embrace social media• You can’t buy credibility• Stand out from the crowd
  17. 17. The future is bright COCA COLA & TALKSPORT: FIRST-TIME PARTNERSHIP FOR EURO 2012
  18. 18. 2012. Our year of sport

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