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Sponsorship as a communication tool
- 1. Vega Tools Day 1Presented 2 August 2013 Sponsorship as a communications tool
- 2. 17 1. Sponsorship is more than SIGNAGE 2. Sponsorships MUST be linked to business and brand objectives 3. Sponsorships are AN INVESTMENT thus MEASURE MEASURE MEASURE 3 Key Takeouts From Today @OctagonSA @JudithMugeniwww.octagonsa.com
- 3. Sponsorship plays a different role to advertising – "If advertising waves at its target audience, then sponsorship has the ability to get close enough to shake them by the hand…"
- 4. “Sponsorship is a mutually advantageous business relationship between parties in which the sponsor provides benefits for the sponsored in exchange for a result that can be measured against pre-defined objectives.” Source: David Ross Sponsorship Defined
- 5. Sponsorship Assets sponsor pays the property and in return receives specific rights and benefits, often referred to as sponsorship assets Leveraging The amount sponsors spend over and above the sponsorship fee to maximize the return on their investment in the sponsorship property Sponsorship/Rights fees The dollar amount a sponsor gives to an event. Basic Sponsorship Terms
- 6. FIFA WORLD CUP 2010 Sponsorship Landscape The sponsors … $350m $65m $20m Different Rights Holders Structure Their Sponsorships Differently
- 7. Examples of models: IOC Sponsors World Wide Top Partners Other Commercial Programmes Suppliers Ticketing Program Licensing Different Rights Holders Structure Their Sponsorships Differently
- 8. Sponsorship Assets: Ambush Marketing Dilemma
- 9. Sports sponsorship: major sporting events, teams, individuals. Broadcast Sponsorship: Television and radio programme sponsorship. Arts and Culture sponsorships such as arts events or organizations Venue sponsorships Recent! Digital sponsorships … Different TYPES of sponsorship
- 10. R4,596,000,000+ BMI Estimated Direct spend on Sports $53,300,000,000 IEG Forecasted global spending … Sponsorship is BIG Business
- 11. platform Globally TWSM 2012 Year on year, Sports are the most sponsored
- 12. Spend Ranking Globally SA 1 Soccer Soccer 2 Golf Rugby 3 Rugby Cricket TWSM 2012 BMI Sport Info 2012 With Football as the number 1 most sponsored sport globally and in SA
- 13. Brand Awareness Moving TM towards positive behaviour Stakeholder Interaction WHY? SPONSORSHIP PUTS BRANDS IN A SPECIAL PLACE to meet brand and business objectives…
- 14. Through Maximising Visibility: logo sightings, brand name mentions through TV, Print, Radio, Online etc Maximised Exposure leads to increased Awareness and Association levels of sponsorship Measure: Event attendance, Media reach, Media exposure valuation (logo, name, mentions), Website visits 1. Build Brand Awareness
- 15. Barclays Global and Africa Presence How does a GLOBAL brand like this reach its Target Markets Effectivel y and Efficiently Basic Sponsorship Terms
- 16. Barclays Premier League naming rights £120 Million over 3 years since 2001 By putting a huge investment behind Sponsoring a property that is loved around the world
- 17. 17 Some 87% of overall respondents in Europe rank the Barclays Premier League as the football competition they follow most closely. In Asia and the Middle East, 90% of overall respondents rank the Barclays Premier League as the football competition they follow most closely. In Africa 88% of overall respondents rank the Barclays Premier League as the football competition they follow most closely. Source: The sponsorship gives Barclays domestic and international exposure, with the Premier League followed by millions of fans worldwide.
- 18. Its MORE than Awareness… Sponsorshi p is WHERE WE find CONSUMERS at their MOST PASSIONATE
- 20. Where the brand Seeks a RUB OFF Effect
- 21. Achieving desired product, brand and image effects and outcomes Impact includes increase in Awareness|Positive Perception of brand |Positive behaviour (Usage: Trial, Loyalty, Reinforcement) Measure: Consumer reach (brand recall, brand perception, intent to purchase, sales, Lead generation) 2. Moving Target Market towards positive behaviour
- 22. It is INTERACTIVE It is where RELATIONSHI PS ARE BUILT
- 23. Community|client perceptions, HR objectives, Other Stakeholders, Client entertainment through Hospitality Impact includes increase in Awareness, Positive Perception of brand, positive behaviour (Usage: trial, loyalty, reinforcement) Measure: Employee satisfaction levels, feedback from hospitality guests, Community Impact 3. Improve Relationships with Key Stakeholders: Corporate objectives
- 24. Depth of sponsorship linked with social responsibility
- 25. Depth of sponsorship linked with social responsibility Depth of sponsorship linked with social responsibility
- 26. 17 Barcelona and Boca Juniors, both have UNICEF on their shirts Depth of sponsorship linked with social responsibility
- 27. 17 Football Yona Ke Yona : development through the inclusion of professional and amateur teams. Golf: The Nedbank Affinity Cup- donates an amount equal to the Affinity Cup winner’s prize money Comrades Marathon: The Comrades Marathon Home from Home Programme donated 50 000 to house runners who could not afford their own accommodation at the race Depth of sponsorship linked with social responsibility
- 28. Federations Leagues Teams Players Tournaments Development/ Grassroots Within Football rights and assets are divided into distinct segments and leveraged differently by different brands
- 29. • Event/Individual Sponsor – Pepsi Team – AFCON & CAF events sponsor • Event sponsor – FIFA Partner – UEFA European Championships – UK Coca cola championship (Contract ending in 2010) PEPSI VS COKE Football sponsorship: Who comes out as the winner... Pepsi tends to use “Team Pepsi” in marketing campaigns
- 30. Brand Awareness and Association
- 31. Real Madrid – Emirates $40 Million per year Brand Awareness and Association
- 32. Barcelona - Qatar Airways $38 Million per year Brand Awareness and Association
- 33. Liverpool - Standard Chartered $33 Million per year Brand Awareness and Association
- 34. Bayern Munich - Deutsche Telekom $37 Million per year Brand Awareness and Association
- 35. Manchester United - Chevrolet $80 Million per year Brand and Product Linkage
- 36. Brand and Product Linkage
- 37. Brand and Product Linkage
- 38. Brand and Product Linkage
- 39. Brand and Product Linkage
- 40. Brand and Product Linkage
- 41. Etihad Stadium £400 Million over 10 years Venue Sponsorship: Brand Awareness
- 42. The Emirates Stadium £150 Million over 5 years Venue Sponsorship: Brand Awareness
- 43. Allianz Arena $300 Million over 20 years Venue Sponsorship: Brand Awareness
- 44. Premier League TV Rights: Worth £3 Billion between 2013 and 2016 Broadcast sponsorship is a lucrative investment
- 45. How I Met Your Mother Red Bull
- 48. Sensation – Samsung R10 Million Arts, Culture and Entertainment Sponsorship
- 49. South African Music Awards - MTN R15 Million
- 50. Rocking The Daisies – Carling
- 51. 17 KEY MARKET ACTIVATION PUBLIC RELATIONS B2B SOCIAL MEDIA CLASSICAL ADVERTISING ON-LINE COMMUNICATION B2C INTERNAL MARKKETING It’s more than signage…more than a channel. Sponsorship delivers content we can leverage across multiple channels.
- 52. 17 Turkish Airline Commercial: Manchester United
- 53. 17 NY City Marathon Case Study using a 360 degrees Leveraging Approach
- 54. 17 Ask WHAT added benefits Did I as a sponsor BRING to the FAN BRANDS must be seen to be BRINGING something to the sponsored PROPERTY WITHOUT us sponsoring this event you would not be getting the following VALUE added Benefits....... MEASURE MEASURE MEASURE Return ON Objectives Football Best PracticeSponsorship Best Practice
- 55. 17 1. Sponsorship is more than SIGNAGE 2. Sponsorships MUST be linked to business and brand objectives 3. Sponsorships are AN INVESTMENT thus MEASURE MEASURE MEASURE 3 Key Takeouts From Today @OctagonSA @JudithMugeni
- 56. 17 Thank You 56
Editor's Notes
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