Evolution of Sponsorship - Slingshot Sponsorship
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The Evolution of Sponsorship provides a sponsorship agency perspective of the last 40 years and where sponsorship is today.
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Evolution of Sponsorship - Slingshot Sponsorship
- 1. THE EVOLUTION OF SPONSORSHIP: A Sponsorship Agency Perspective Slingshot Sponsorship Jackie Fast, Managing Director
- 2. A bit about me... Twitter: @JackieFast @Slingshot_UK www.slingshotsponsorship.com
- 3. Sponsorship Past... JERSEY SPONSORSHIP 1973 Gunter Mast & Jagermeister www.slingshotsponsorship.com
- 4. Traditionally sponsorship was... Purchased with hospitality budgets Focussed on logos & media www.slingshotsponsorship.com
- 9. Marketing shift... One way communications became Two way communications www.slingshotsponsorship.com
- 10. New channels... Influx of new marketing channels www.slingshotsponsorship.com
- 13. A new world... New platforms & new synergies www.slingshotsponsorship.com
- 14. Benefits of the economic crisis 1. Forced businesses to change • New revenue streams • Business synergy 2. Forced brand sponsorship to change • Sponsorship as marketing • Need for measurement www.slingshotsponsorship.com
- 15. Why Sponsorship? Provides the perfect platform for engagement: • Interactive • Fan loyalty • Brand experiences www.slingshotsponsorship.com
- 16. Sponsorship Today... Logo & media vs Engagement www.slingshotsponsorship.com
- 17. Everyone Wins... Win for the Audience, Win for the Sponsor & Win for the Rights Owner www.slingshotsponsorship.com
- 18. More stats for 2011... Global spending = $48.6 billion (5.1% growth) Outpacing media spending growth of 4% Entertainment sponsorship = 4.6% Sport sponsorship spending = 6.2% making it the fastest growing sector www.slingshotsponsorship.com
- 19. Sponsorship Now... JAY Z & BING www.slingshotsponsorship.com
- 20. Sponsorship that is... INTRIGUING www.slingshotsponsorship.com
- 21. Sponsorship that is... ENGAGING www.slingshotsponsorship.com
- 22. And most of all... INTERACTIVE www.slingshotsponsorship.com
- 23. Coca-Cola Polar Bowl... Using social networks & interaction www.slingshotsponsorship.com
- 24. The stats... 9 million users tuned in Average dwell time of 28 minutes Cost of a 30 second slot during the Super Bowl costs $3.5million www.slingshotsponsorship.com
- 26. ASUS & Little Noise Sessions www.slingshotsponsorship.com
- 27. OBJECTIVE: Provide credibility to the Asus campaign & new laptop product Build brand awareness in the UK www.slingshotsponsorship.com
- 28. SOLUTION: Partnering with one of the most prestigious music of London’s most Partner with one events in London prestigious music events www.slingshotsponsorship.com
- 29. Mencap’s Little Noise Sessions RESULTS: ASUS reached over 6.4 million Exclusive press area Charity support ASUS laptops in Green Room (with a couple taken home by artists!) www.slingshotsponsorship.com
- 31. OBJECTIVE: Respond to growing needs of sponsor engagement by the magazine www.slingshotsponsorship.com
- 32. SOLUTION: Create a year long promotional programme Work with sponsors to create synergies within the partnership www.slingshotsponsorship.com
- 33. SOCIAL MEDIA: Streaming of the event Consumer engagement www.slingshotsponsorship.com
- 34. RESULTS: 100% renewals Sponsors involved include: Castrol, BMW, Mercedes, Pirelli, and more www.slingshotsponsorship.com
- 35. The Future of Sponsorship... Outside of NA, Europe will remain the largest source of sponsorship spending followed by Asia Pacific. Sponsorship with digital will increase. Worldwide spending projected at 4.9% increase to $51 billion. www.slingshotsponsorship.com
- 36. Takeaway Tips... It’s not about logos Integrate your channels Work with your partners to create something truly unique REMEMBER ADD VALUE & ENGAGE www.slingshotsponsorship.com
- 37. KEEP IN TOUCH Jackie Fast, Managing Director www.slingshotsponsorship.com T: 0207 226 5052 E: jackie@slingshotsponsorship.com Tw: @JackieFast