Welcome to Sports Marketing 360 from SportBusiness Group
2010 conference confirmed for September 16th at BT Centre.
Over 180 delegates enjoyed Sports Marketing 360 on September 23rd 2009 - the leading industry event for those in the sports marketing, sponsorship and media. Keep checking back for news of Sports Marketing 360 2010!
Topics discussed were:
- “Fit for purpose?” Sports Marketing in 2009
- Adding and maintaining the value of properties
- Attitudes and techniques of sponsorship measurement
- International sports marketing
- An athletes view of Sports Marketing
- The Digital Dimension
Media coverage
SportBusiness Group - http://www.sportbusiness.com/news/170546/sport-can-help-drag-uk-out-of-recession
BBC - http://news.bbc.co.uk/1/hi/business/8282125.stm
Sports Illustrated - http://sportsillustrated.cnn.com/2009/soccer/09/23/liverpool.debt.ap/index.html
PR Week blog - http://community.prweek.com/blogs/mattbourn/archive/2009/09/23/10-nuggets-from-sports-marketing-360.aspx
PR Week feature - http://www.prweek.com/uk/news/940059/Online-Exclusive-Profile-Max-Hamilton-director-marketing-EMEA-National-Basketball-Association/
The Guardian - http://www.guardian.co.uk/sport/2009/sep/23/scandal-bloodgate-sport-compelling-harlequins
USA Today - http://www.usatoday.com/sports/soccer/2009-09-23-3613642338_x.htm
Polish Marketing Magazine (in Polish) - http://issuu.com/b.pacanowski/docs/e-dms_01_2009?mode=embed&layout=http%3A%2F%2Fskin.issuu.com%2Fv%2Fdark%2Flayout.xml&showFlipBtn=true
As well as on numerous blogs, Twitter and Facebook pages.
Key quotes from 2009 A (paraphrased) selection of the best.
Ian Ayre, Commercial Director, Liverpool FC said -
“It’s important for rights-holders to identify exactly what a brand is trying to achieve from a marketing perspective and then tailor the sponsorship proposition around it. The days of straight shirt sponsorship are gone. You cannot go out to market with the same package for everyone. You should be aiming for a true partnership, where your sponsor is an active partner in promoting your brand alongside their own. We are very focussed on continuing to measure and demonstrate value for all of our partners.”
“For the past 17 years we have enjoyed a fantastic relationship with Carlsberg, in the eyes of the fans they are a part of the Liverpool family. But over time, the objectives of both rights-holders and brands change and they sometimes doesn’t fit together the same way they did in the past. After working closely to create a bespoke package, we have signed a new deal with Standard Chartered and we are continuing to talk to Carlsberg about the best way of working together in future.”
“We have recently been planning our Asian tour in conjunction with Carlsberg and Adidas. We have sold all 150,000 tickets directly through pubs and retail stores – so fans have to engage with our sponsors – they can show fans value.”
Mark Evans, CEO, Harlequins FC said –
“Our sponsorships have certainly been tested over the past few months, but the reality is that while all of our sponsors had the opportunity to leave or renegotiate, none of them did, which says a lot about the relationships we have in place and the value they receive through the association with Harlequins.”
Paul Meulendijk, Head of Sponsorship, Mastercard said -
“Sponsorship is not an add-on activity. It is at the heart of [Mastercard’s] strategy. We are rigorous in leveraging it, in driving value out of our involvement. We do it to capture fan enthusiasm, emotion and passion. It is a mass platform for engagement with our audience. In fact, we look for ‘return on engagement.’”
“Rights-holders must listen to the needs and objectives of brands [as opposed to offering a set rights package]. The relationship has to be win:win. Our ‘priceless’ campaign is at the heart of how we market Mastercard. We need rights-holders to help create priceless moments. For example, we have a programme of player escorts, where 22 kids walk out onto the pitch at games – a unique experience.”
Patrick Wendt, Sponsorship & Marketing Manager, Toyota F1 said –
“There has been a lot of turbulence in F1, but looking forward, we have a very positive future. FOTA (the Formula One Teams Association) has been established and for the first time, all of the teams are working together to develop new ideas to add value for our audience and sponsors. Next year we will have 19 races, with South Korea joining for the first time. We will have 13 teams. It is very positive.”
“There are a number of initiatives looking at how we develop F1 as a brand. For example, F1 Rocks will take place for the first time in Singapore and Abu Dhabi. F1 simulators are being made available. We are developing away from the track.”
“Formula One provides a platform for both B2B and B2C engagement. For us, the power of Toyota itself as a brand is attractive to brands – sponsorship of Toyota F1 provides an entry point to the organisation as a whole.”
Paul Samuels, Executive Director – Sponsorship, AEG said -
“There is a definite change in how sports sponsorship is being used. For example, Sky has created its own cycling team in order to ‘take ownership’ of cycling.”
“Your sponsors should be helping you market the sport, it’s to their benefit to do that. For example O2 help the RFU market rugby via ‘Scrum in the Park’.”
“My advice to rights-holders is to be careful taking on sponsors. Look at everything they offer, not just the money. How are they going to help you market the sport – what other channels and assets do they have that can help long-term.”
“I always say to my team that it’s not about securing the sponsor, its always about renewal. From the moment we start working together, I always look to how to create value so that it’s easy to renew.”
Karen Earl, Chairman of the European Sponsorship Association said –
“The ESA view is one of cautious optimism. Sponsorship works. Our research shows that the big sponsorships are working, the middle level ones are struggling and the grassroots ones are expanding as brands seek cheaper options.”
“It is not inevitable that alcohol sponsorship will be banned. Sport is higher up the government agenda than ever before. Withdraw funding and sport as a whole will suffer. If it has to go, we will recommend a period of transition.”
Lucien Boyer, President of Havas Sport & Events said -
“In a recession, sponsorship is the first to be cut – by people that don’t understand its power to inspire and carry a brand. It is a mistake, and brands have quickly realised this – you can already see them spending again.”
“In France alcohol sponsorship has been banned for a long time. When it came in, the government offered subsidies to sports to give them time to find alternative sponsors.”
Quotes courtesy or Braben Sport (www.braben.co.uk)
Photos - http://www.flickr.com/photos/sportbusiness/sets/72157622326805619/
2009 Speakers included
Lucien Boyer (President, Havas Sports & Entertainment)
Stephen Curnow (Senior Vice President Sales and Brand Consulting, Wasserman Media Group)
Paul Meulendijk (Head of Sponsorship, Mastercard Europe)
Sean Jefferson (CEO, Mindshare Performance)
Patrick Wendt (Sponsorship and Marketing Manager, Toyota F1)
Ian Ayre (Commercial Director, Liverpool FC)
Karen Earl (Chairman, Synergy and European Sponsorship Association)
Spencer Gallagher (Founder & Managing Director, Bluhalo)
Mark Evans (Chief Executive, Harlequins FC)
Professor Simon Chadwick (Director of Centre for the International Business of Sport Chair in Sport Business Strategy and Marketing, Coventry University)
Tom Silk (Managing Director, Velocity UK)
Shaun Whatling (Chief Executive, Redmandarin)
Kevin Roberts (Editorial Director, SportBusiness Group)
… and many more.
Check the website for many more details:
www.sportsmarketing360.com
Sports Marketing 360 is in association with BT and web streaming is powered by Octopus Media Technology.
To find out how you can become involved in the next Sports Marketing 360 - luke.upton@sportbusiness.com
