Earnest got some of the biggest brands and sporting events in a room, gave them breakfast and asked their thoughts on how to make B2B sponsorship work in a better way for everyone. We've crunched some of the key insights and put them on this handy slideshare to help you plan campaigns more effectively.

1. B2B Sponsorship Activation Crunched
November 2014

2. Sponsorship Activation Breakfast
Earnest Offices, Thursday 6th November 2014

3. The way B2B brands and sport
come together in sponsorship
activation has changed forever
One thing is clear

4. Sponsorship should
enable us to do
extraordinary things
that we couldn’t
do otherwise
JPMorgan

5. With sport sponsorship
B2B brands need to work harder
to get exposure and compete with
B2C brands
QBE Europe
But we need to get better

6. So what should we do?

7. www.earnest-agency.com © Earnest (London) Ltd 2013
To be an effective partner
our sponsors need to communicate
their wider marketing
strategy and goals
IRONMAN UK
Set objectives

8. It’s important for sports
and events to deliver against
the specific objectives of its sponsors, rather than delivering
a ‘one size fits all’
Goodwood

9. The best way B2B sponsors
and sports can work together
is by delivering shared
marketing assets, adapted
for different audiences
Earnest
Collaborate more

10. It’s important to align our
sponsors to wider grassroots
objectives to ensure we get more
than one off opportunities
LTA

11. Bringing sponsorship
to life is the biggest
challenge, brands need
to go in with their eyes
open and give it time
JPMorgan
There are challenges

12. © Earnest (London) Ltd 2013
www.earnest-agency.com
Activation and brand education is the main thing for us. Business development is important, but we need to build the brand to help build the business
QBE Europe

13. We’ve seen really positive internal engagement and awareness when players have come in and met staff
First Utility
But the benefits are clear

14. The best campaigns we’ve
delivered have given B2B audiences
meaningful content, creating a real
emotional connection
Earnest

15. Time for B2B and sport to come a little closer?

16. To find out more or take part in
our next breakfast, get in touch
Alistair Gammell
alistair.gammell@earnest-agency.com
Managing Director
Sport and Entertainment
Earnest
12 Great Titchfield Street,
London W1W 8BZ
Direct line: (0)20 3463 9451
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