1. Sports Sponsorship
Presented by
Robin, Harmke, Bo & Kevin

4. Omdat vrouwen ook een bier verdienen
Because women also deserve their own beer

6. Target Group
• Women
• Age 18-35
• Vital
• Primary: Flanders/Belgium
Secondary: The Netherlands

7. Sponsorship (vs advertising)
• Dialogue
Interaction between brand and consumer
• Product sampling
Sport events allow on site trials on products -> awareness
• Awareness
Liefmans’ name becomes associated with a sponsored event:
-> everyone can see it
• Attention
Sponsorship=entertainment to its potential client
• Networking
Aim= interact with the business through social activity
Chosen venue is great for informal sales and networking

8. Why is a sponsorship
a perfect match?
Connection to people
Give something back
Money can’t buy experiences
Increase sales
Best visibility
Lot’s of things at once

9. Women’s
Soccer

10. “Why?” you ask?

11. Positive
perception

12. Clear market overview

13. Low cost-of-entry

14. Upcoming sport/market

15. International growth of women’s soccer
• 70,000
• 50,000
• 7,196

16. International growth of women’s soccer
• 70,000 spectators during Olympics match
• 50,000 spectators during women’s CL-final
• 7,196 tweets/minute during ‘11 World Cup Final
• Fast growing women’s sport

17. Why women’s soccer?
Team sport
Love for the game
Ambitious and athletic individuals
Shared goals and desires
Collective > individual
Growth in profile of women’s soccer

18. Why the BeNe League?
• Belgian FA investing in women’s soccer
• Gateway to the Netherlands

19. Figures
 KNVB: 125,000 members
 KBVB: 21,000 members
(by the end of 2016, they aim for 35,000
= increase of 6% in 4 years time)
 BeNe League Magazine: 50,000 copies

20. Strategy
1. Adopt a small, less visible sport in a
growing segment
2. Facilitate it and make it big
3. The positive result (ROI) will radiate fully
on our brand

22. OWN Top
the sport to
bottom

23. Objectives
Awareness
Image/association
Dialogue
Visibility
Increase sales
Being relevant

24. Activate how?
 Sponsorship BeNe League (e.g. use famous players)
 BeNe League Magazine (50.000 copies; 6x/year)
 Create events -> Liefmans experiences
 Sampling
 Social media campaign
 Sales reps: clubs, venues,..

25. How NOT to activate
Only 2 – 5 % of coverage in traditional media goes
to women’s sports (but it’s improving). Traditional media =
cluttered and too expensive.

26. Liefmans experience
• Liefmans Cup
• Tournaments
• Sampling
• VIP treatment
• Liefmans Village
• Liefmans Terrace

27. Sampling
Where can we
find them? Liefmans Cup!

28. Take a shot, score and get a free sample!
Liefmans Soccer Girls
Win a unique
Liefmans singlet!

29. Social media and conversations
 Crucial to reach and engage people
 Fans & ambassadors
 3 I’s: informative, interesting & innovative
 Community management
 Twitter & YouTube
Social media alone will not suffice!
As a part of a bigger strategy

30. Optimize presence
on Facebook
Set goals
Think ‘lean’
Focus on people
60% of internet users in Belgium are on Facebook!

31. 1. Facebook call-to-action campaign
 Reach as much followers as possible
 Concept: ‘Liefmans end of season party’
 Liefmans takes care of everything!
 “Why does your club deserve the Liefmans celebration party?”
-> viral movie of celebration party to trigger
other people

32. 2. QR codes to become an immediate fan
 e.g. BeNe League Magazine or print in sports venues
Scan & win!

33. 3. Search Engine Marketing
 SEA keywords
 41% finds website through SEM
 Optimalisation website: SEO
 Link social media to website and SEM strategy
4. Other Facebook initiatives
 Interaction with fans
 Competitions
 ‘Liefmans goal scoring dance’ contest

34. BeNe League
Women’s
amateur
soccer

35. Why does it fit?
Positive perception
Clear/uncluttered market
Low cost-of-entry
Upcoming market/sport
Shared values: growth, ambition,..