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Vega Tools Day
1Presented 2 August 2013
Sponsorship as a
communications tool
17
1. Sponsorship is more than SIGNAGE
2. Sponsorships MUST be linked to
business and brand objectives
3. Sponsorships are...
Sponsorship plays a
different role to
advertising – "If
advertising waves at
its target audience,
then sponsorship has
the...
“Sponsorship is a mutually advantageous business
relationship between parties in which the sponsor
provides benefits for t...
Sponsorship Assets
 sponsor pays the property and in
return receives specific rights
and benefits, often referred to
as s...
FIFA WORLD CUP 2010 Sponsorship Landscape
The sponsors …
$350m
$65m
$20m
Different Rights Holders Structure Their
Sponsors...
Examples of models: IOC Sponsors
World Wide Top
Partners
Other Commercial
Programmes
Suppliers
Ticketing Program
Licensing...
Sponsorship Assets: Ambush Marketing
Dilemma
Sports
sponsorship: major
sporting events, teams,
individuals.
Broadcast
Sponsorship:
Television and radio
programme spons...
R4,596,000,000+
BMI Estimated Direct spend on Sports
$53,300,000,000
IEG Forecasted global spending
… Sponsorship is BIG B...
platform Globally
TWSM 2012
Year on year, Sports are the most
sponsored
Spend
Ranking Globally SA
1 Soccer Soccer
2 Golf Rugby
3 Rugby Cricket
TWSM 2012 BMI Sport Info 2012
With Football as the ...
Brand Awareness
Moving TM towards positive behaviour
Stakeholder Interaction
WHY? SPONSORSHIP PUTS BRANDS IN A SPECIAL
PLA...
Through Maximising Visibility: logo sightings, brand
name mentions through TV, Print, Radio, Online etc
Maximised Exposure...
Barclays Global and Africa Presence How does
a GLOBAL
brand like
this reach
its Target
Markets
Effectivel
y and
Efficientl...
Barclays Premier League naming rights
£120 Million over 3 years since 2001
By putting a huge investment behind Sponsoring
...
17
Some 87% of overall
respondents in Europe
rank the Barclays Premier
League as the football
competition they follow
most...
Its MORE
than
Awareness…
Sponsorshi
p is
WHERE WE
find
CONSUMERS
at their
MOST
PASSIONATE
It is
BORROWED
EQUITY
Where the
brand
Seeks a
RUB OFF
Effect
Achieving desired product, brand and image effects
and outcomes
Impact includes increase in Awareness|Positive
Perception ...
It is
INTERACTIVE
It is where
RELATIONSHI
PS ARE BUILT
Community|client perceptions, HR objectives, Other
Stakeholders, Client entertainment through
Hospitality
Impact includes ...
Depth of sponsorship linked with social
responsibility
Depth of sponsorship linked with social
responsibility
Depth of sponsorship linked with social
responsibility
17
Barcelona and Boca Juniors,
both have UNICEF on their shirts
Depth of sponsorship linked with social
responsibility
17
Football Yona Ke Yona : development
through the inclusion of professional and
amateur teams.
Golf: The Nedbank Affinity...



Federations
Leagues
Teams
Players
Tournaments 










Development/
Grassroots
   
Within Football ...
• Event/Individual Sponsor
– Pepsi Team
– AFCON & CAF events
sponsor
• Event sponsor
– FIFA Partner
– UEFA European
Champi...
Brand Awareness and Association
Real Madrid – Emirates
$40 Million per year
Brand Awareness and Association
Barcelona - Qatar Airways
$38 Million per year
Brand Awareness and Association
Liverpool - Standard Chartered
$33 Million per year
Brand Awareness and Association
Bayern Munich - Deutsche Telekom
$37 Million per year
Brand Awareness and Association
Manchester United - Chevrolet
$80 Million per year
Brand and Product Linkage
Brand and Product Linkage
Brand and Product Linkage
Brand and Product Linkage
Brand and Product Linkage
Brand and Product Linkage
Etihad Stadium
£400 Million over 10 years
Venue Sponsorship: Brand Awareness
The Emirates Stadium
£150 Million over 5 years
Venue Sponsorship: Brand Awareness
Allianz Arena
$300 Million over 20 years
Venue Sponsorship: Brand Awareness
Premier League TV Rights:
Worth £3 Billion between
2013 and 2016
Broadcast sponsorship is a lucrative investment
How I Met Your Mother
Red Bull
Big Bang Theory
Snickers
Master Chef
Robertson
Sensation – Samsung
R10 Million
Arts, Culture and Entertainment
Sponsorship
South African Music Awards - MTN
R15 Million
Rocking The Daisies – Carling
17
KEY MARKET
ACTIVATION
PUBLIC
RELATIONS
B2B
SOCIAL MEDIA
CLASSICAL
ADVERTISING
ON-LINE
COMMUNICATION
B2C
INTERNAL
MARKKE...
17
Turkish Airline Commercial: Manchester United
17
NY City Marathon Case Study using a 360
degrees Leveraging Approach
17
Ask WHAT added benefits Did I as a sponsor
BRING to the FAN
BRANDS must
be seen to be
BRINGING
something to
the sponsor...
17
1. Sponsorship is more than SIGNAGE
2. Sponsorships MUST be linked to
business and brand objectives
3. Sponsorships are...
17
Thank You
56
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Sponsorship as a communication tool

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Sponsorship as a communication tool presented by Octagon at Vega Tools Day in Johannesburg

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Sponsorship as a communication tool

  1. 1. Vega Tools Day 1Presented 2 August 2013 Sponsorship as a communications tool
  2. 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. 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. 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. 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. 6. FIFA WORLD CUP 2010 Sponsorship Landscape The sponsors … $350m $65m $20m Different Rights Holders Structure Their Sponsorships Differently
  7. 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. 8. Sponsorship Assets: Ambush Marketing Dilemma
  9. 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. 10. R4,596,000,000+ BMI Estimated Direct spend on Sports $53,300,000,000 IEG Forecasted global spending … Sponsorship is BIG Business
  11. 11. platform Globally TWSM 2012 Year on year, Sports are the most sponsored
  12. 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. 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. 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. 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. 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. 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. 18. Its MORE than Awareness… Sponsorshi p is WHERE WE find CONSUMERS at their MOST PASSIONATE
  19. 19. It is BORROWED EQUITY
  20. 20. Where the brand Seeks a RUB OFF Effect
  21. 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. 22. It is INTERACTIVE It is where RELATIONSHI PS ARE BUILT
  23. 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. 24. Depth of sponsorship linked with social responsibility
  25. 25. Depth of sponsorship linked with social responsibility Depth of sponsorship linked with social responsibility
  26. 26. 17 Barcelona and Boca Juniors, both have UNICEF on their shirts Depth of sponsorship linked with social responsibility
  27. 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. 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. 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. 30. Brand Awareness and Association
  31. 31. Real Madrid – Emirates $40 Million per year Brand Awareness and Association
  32. 32. Barcelona - Qatar Airways $38 Million per year Brand Awareness and Association
  33. 33. Liverpool - Standard Chartered $33 Million per year Brand Awareness and Association
  34. 34. Bayern Munich - Deutsche Telekom $37 Million per year Brand Awareness and Association
  35. 35. Manchester United - Chevrolet $80 Million per year Brand and Product Linkage
  36. 36. Brand and Product Linkage
  37. 37. Brand and Product Linkage
  38. 38. Brand and Product Linkage
  39. 39. Brand and Product Linkage
  40. 40. Brand and Product Linkage
  41. 41. Etihad Stadium £400 Million over 10 years Venue Sponsorship: Brand Awareness
  42. 42. The Emirates Stadium £150 Million over 5 years Venue Sponsorship: Brand Awareness
  43. 43. Allianz Arena $300 Million over 20 years Venue Sponsorship: Brand Awareness
  44. 44. Premier League TV Rights: Worth £3 Billion between 2013 and 2016 Broadcast sponsorship is a lucrative investment
  45. 45. How I Met Your Mother Red Bull
  46. 46. Big Bang Theory Snickers
  47. 47. Master Chef Robertson
  48. 48. Sensation – Samsung R10 Million Arts, Culture and Entertainment Sponsorship
  49. 49. South African Music Awards - MTN R15 Million
  50. 50. Rocking The Daisies – Carling
  51. 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. 52. 17 Turkish Airline Commercial: Manchester United
  53. 53. 17 NY City Marathon Case Study using a 360 degrees Leveraging Approach
  54. 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. 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. 56. 17 Thank You 56

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