3. Providing clarity in the crowded world of sponsorship
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& Partners 3
4.
5. Sport has a habit of throwing us a few curved balls….
Expect the unexpected – you can’t predict the future but you can de-risk it
Providing the best, simple, impartial advice?
Access unique opportunities?
Strategically aligned, impactful partnerships?
Creative, faultless activation?
ROI?
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& Partners
6.
7. Barnett Fletcher
& Partners 7
“You can’t manufacture emotion. It’s already there. When you find it – just find
a way to trigger it; tap into it; fuel it; and watch it grow into something
remarkable.”
MARK HARRISON
CHAIR OF THE CANADIAN SPONSORSHIP FORUM
8.
9. The team at BF&P are veterans in the communications and experiential space
Sports sponsorship, leverage and activation has been a major part of our history
Always working on behalf of brands, diligently, impartially and cost-effectively
Creating unique, effective partnerships and delivering imaginative integrated campaigns
For the last 25 years the team at BF&P have been responsible for some of the most high
profile acquisitions and activations across a number of sports verticals
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& Partners
13. What we do
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& Partners 13
• Sport
• Music
• Entertainment
• Talent
• Property
• Platform
• Consulting
• Experiential
• Communications
• Events
• Content
• Social
• Research
• Select
• Develop
• Create
• Execute
• Measure
The BFP team have a broad spectrum of experience across a vast number of sports verticals and
provide the same rigorous approach to all assignments
14. Barnett Fletcher & Partners
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& Partners 14
• Barnett Fletcher: CEO
Founder – BFP / Momentum / McCann-Erickson. Global business development, experiential, creative.
Specialist sports: F1, MotoGP, Golf, Tennis, Winter/snow sports.
& Partners:
• Ryan Horn
Evolution Sport, SEI, Prism / sponsorship sales, strategy, planning. Specialist sports: Golf, F1 Olympics,
Football.
• Paul Jeffries
Founder – Bugle Communications / commercial, event creation, logistics and deal making. Specialist: Football,
live music events, commercial deals and ventures.
• Jon Rosenblatt
CMO Brandtix/Connectik / marketing director EA Sports / UK Marketing Ubisoft/ FIFA. Sports, digital, gaming.
Specialist: Football, Rugby, gaming.
• Graham Anderson
Director Inmotion Sport/Open Abu Dhabi/ Nike/Burson-Marsteller – Event management, brand strategy,
activation. Specialist sports: Football, Rugby, Olympics, Sailing, Triathlon – mass participation sports
• Jamie Blackburn
Founder – MM&G / Marketing, live events, brand activation, location marketing, rights and assets Specialist:
Music, festivals, live event locations
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BF&P’s - 5 main pillars of operation
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& Partners
① Analysis / Research
② Recommendation / Strategy
③ Negotiation / Acquisition / Planning
④ Activation / Management
⑤ Monitoring / Results / ROI
16. • Understanding the business and brand
• Understanding the competition
• Reviewing past current activities
• Researching what the competition are up to
• Defining the role of sponsorship
• What can and cannot be done
161. Analysis / Research
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& Partners
17. • Profiling the brand with potential sponsorship platforms and talent
• Create filters
• Property selection
• Understanding fan behavior and how the brand fits
• Defining how to be inclusive and not obtrusive
• Theming and concept creation
• Executional strategy
• Channel selection
• Overall requirements
• Set KPI’s and ROI criteria
• Highlighting the ‘watch outs’
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& Partners
2. Recommendation / Strategy
18. • Negotiations with teams, management, rights holders, venues, promoters
• Acquisition of rights, talent, assets, media
• Big idea development
• Creative treatment
• Campaign design
• Implementation planning – communications, live, content,
• Planning channel delivery
• Internal / staff communication strategy & buy-in
• Business to business communication tools and development
• Venue booking
• Defining the role of PR, digital, social
• Leveraging of strategic partners
• Budgeting
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Barnett Fletcher
& Partners3. Negotiation / Acquisition / Planning
19. 4. Activation / Management 19
Barnett Fletcher
& Partners
• Supplier and third party selection, briefing and management
• Content creation
• Rights delivery
• Selection and management of delivery channels
• Build and technical set up
• Live event
• Ambassador / athlete management
• Hospitality
• Consumer communication
• Media & broadcast management
• Social media management
• Crisis management
• Content distribution / syndication
20. 4. Monitoring / Results / ROI 20
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& Partners
• Research and data management
• Fan tracking
• Sentiment analysis
• Reporting
• Activity review based on criteria
• KPI reconciliation
• Budget reconciliation
• Effectiveness review
• Brand perception shift analysis
• Complete evaluation
• Improvement planning
• Continue or transfer
• Exit planning
