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

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

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