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Posts from the ‘My media’ Category

Symbiotic SunSense

Securing the ‘partnering’ relationship between Australia’s leading sun cream brand and a leading women’s cycling team – SunSport Velo, was a logical pairing this Year. I purposefully use the word ‘partnering’ as it is no longer the norm that investors respond to begging bowls each season but seek, and should rightly do so, some form of return. Our lead sponsor, also secured by ACROBAT | FCSM,  in Brother UK, keeps the Team’s Management on its toes with reviews and feedback against expectations at predetermined intervals.

There might have been a tendency by the girls to splash on the lotion and sunbathe, but that would infact conflict with the brand ethics of a Company dedicated to alerting people to the harm of the sun’s rays. It only promotes Factor 50 sprays and creams with the more appropriate message of such as: “We’re wearing @SunSenseUK  Sport today to keep our skin protected; We love to use @SunSenseUK to keep our skin protected from harmful UV rays; We use @SunSenseUK Sport to stay protected!”. We need to manage brand credentials in any relationship and sponsorship in what must be a symbiotic ‘Win-Win’ for satisfaction and longevity, between Team and Sponsor.

I used the Sport Mist Spray on my holidays and have to say it is the best protection, that I’ve ever applied. Will buy more before any future trips where I might need to be covered from https://www.crawfordhealthcare.com/skincare/sunsense/sport-mist/. The SunSense Sport range is ideal for outdoor sports enthusiasts looking for high a high level of protection against harmful UVA and UVB rays.Tested to stringent Australian standards SunSense Sports range comes in two forms, SunSense Sports Gel and SunSense Sport Mist, both offer SPF 50 broad-spectrum protection.  For anyone further interested in this critical subject matter and implications in the sports sector, see: http://www.sunsense.co.uk/blog/2017/the-ultimate-guide-to-sun-protection-for-outdoor-sports.aspx

There remains more opportunities to partner with SunSport Velo. From localised campaigns in different geographical locations to 4M on ITV4 with potential metrics to 90+M on social media penetration worldwide. There’s something for all budgets.

Contact: sunsportvelo@acrobatfcsm.com

Photo credit: @chrismeadsphoto

Time for Change?

This Week, I was fortunate to be granted an invitation, to one of the workshops, on the new “Local Delivery Pilots” by Sport England. I was delighted to be accompanied by Client, Metro Swimming Club and local sports trust, Life Leisure, both from Stockport. Here I reflect on some lessons learned and deliberations having thought about the content and discussions.

For those unaware, as I guess many sports practitioners may be: Three or four location-based physical activity projects will be funded by Sport England in March 2017 as part of its local delivery pilot scheme. The Department of Culture, Media and Sport’s arms-length body has set aside £130m (US$162.2m, €153.5m) of Exchequer and National Lottery funding to encourage physical activity in specific areas over the next four years. A handful of pilot projects will be selected next spring before Sport England begins work on 10 further projects that will “require further development” during 2017.”

The outcomes that are sought from this changing regime are consistent with former hierarchies, namely: physical and mental well being, individual development, social and community development and economic considerations. There is no hiding from the fact that the prime objective remains trying to counteract the remaining substantial inactivity in populations in the United Kingdom (UK). Such inactivity also to recognise and affect the ‘under represented’ groups .

25.6% of us do less than 30 minutes of exercise a week. The under represented include evidence of: socio-economic shortcomings (i.e. higher = higher uptake), disability or impairment, with some additional variations by ethnicity and gender. Thankfully the new strategy starts with an evaluation of recognition that we are all ‘individuals’ with life cycle factors that impinge upon our uptake of exercise. The desire is to move more away from the treatment of markets as homogeneous groups or market segments without an acceptance of variations. ‘One size doesn’t fit all’. Taking this interpretation, naturally a geographical or spatial evaluation follows this same hypothesis. Hence, ‘local’ should in theory lead to better understanding and better results in sports strategy.

Unfortunately, many involved with sports will not have had the benefit of this workshop. Though, all clubs should be involved and try to understand when funding recipients are announced, how they might play a part in developmental plans. In addition, my opinion is that Sport England, should not ‘throw out the baby with the bath water’. The spokespeople announced that county sports partnerships (CSPs) would not expect to be applicants. In my opinion, they should be allowed to, as in some areas, not all, the CSP might be the best suited to create new models. In other areas, ‘localised’ could be a Borough-wide initiative. That same ‘baby’ might be wise to stay in place with adoption or growth of existing tactics that work. Witness for example, the Sportivate and I Wish I’d Tried in my Home Town of Stockport that has led to my successful projects of tacking inactivity and increasing sports participation in rugby and volleyball.

Sport England has announced that it seeks a ‘whole system approach’ with applications for funding to clearly illustrate: the individual, social environment, organisations, physical environment and policy. All to be expanded upon in the publication: “Sport England – Towards An Active Nation”. It remains to be seen if the funding decisions allow real innovation, as I feel is needed, and if decision makers have the cahoonas to award finance to new and inspirational ideas and new recipients in cases, rather than be influenced by ‘political’ motives and present ‘loudest voices’.

This could be a great opportunity for change – and I for one don’t want to be sat here in the next ten years’ describing once again how we are no further forward.

Brother leads the way

Always most satisfying when we help a sporting client, to achieve success in its sponsorship and partnering aspirations.  Infact that’s what we do – creating opportunities for clients and partners to secure return on investment (ROI) and/or corporate social responsibility goals (ROO).

The latest surrounds our work with SunSport Velo Women’s Cycling Team.  The press release from the Company in question says it all and is repeated below:

BROTHER UK ANNOUNCES SPONSORSHIP OF SUNSPORT VELO WOMEN’S RACE TEAM

Brother UK has announced it is to sponsor the SunSport Velo Women’s Race Team for the 2017 season.

The News is the latest in a series of partnerships for the global provider of specialist solutions, which this Year saw the company confirmed as the official results, printing and imaging partner of the Pearl Izumi Tour Series, Aviva Women’s Tour and Tour of Britain.

SunSport Velo (SSV) Women’s Race Team is a collaboration between SunSport Coaching and Velo Espresso, building a professional female cycling team based in Manchester.

SSV provides a 360 degree support to its riders – not only equipment and rides, but nutrition, coaching, skills, performance and opportunities for success at a national level.  A corollary aim is to raise the profile of women’s cycling in the UK and give back to the cycling community.  SunSport Velo is also looking to engage with families and children seeking to enter the sport and has some funding applications in the pipeline.

Following on from phenomenal success last season, SunSport Velo is, with the support of Brother UK, looking forward to building on this in the 2017 season with an elite squad up to 12 riders.

Speaking on the announcement Stuart Percival, Director and Head Coach at SunSport Velo comments: “We are looking forward to working alongside Brother UK in the 2017 cycling season.  We have a super enthusiastic and experienced team so we feel we can also add value to Brother Cycling over the coming months and vice versa.”

Phil Jones MBE, Managing Director of Brother UK, added: “Last year saw the team secure some impressive accolades throughout the season including beating Dame Sarah Storey’s Podium Ambition team in the Matrix Fitness GP Series. “

“Its ambitions for the 2017 season are to be admired and we’re delighted to be able to support them in their drive.  The partnership reflects a portfolio of sponsorships the business has invested in, backing the domestic sport at all levels. It fits perfectly with our own business ethos which is all about teamwork, partnership and results.”

As well as a stable of road racing, the 2017 season will include track and cyclo-cross races plus an aspiration to again ride the elite races within the UK and a foreign programme including a European stage race. The Club has an excellent network of contacts at a level that will pave the way into many of these events.

Get the latest results on all Brother UK sponsored cycling on its dedicated social media platforms @Brothercycling on Twitter and Instagram or follow #Brother4Results.”

Director, Adrian Stores, worked with Phil Jones MBE to make this agreement come to fruition.  We hope that this massive boost from a household brand in cycling will lead to other sponsors and partners following suit, once they appreciate the media coverage including TV and ability to secure both ROI and ROO.  Enquiries to: sunsportvelo@acrobatfcsm.com

Sponsorship Campaigns

ACROBAT| FCSM, our changing branding, is overwhelmed by the growing demand from professional and grass roots sports teams

We have been welcomed back to Manchester Rugby Club. We were formerly at the Club in 2007-2009 and will now lead all sponsorship and partnering activities again. This promises to help any prospective supporters and show something for every budget – plus identify ways to help anyone get a return against predetermined investment and/or objectives.  Manchester Rugby Club is the original Manchester Football Club, and was registered as so in 1860. Other bigger Manchester football clubs subsequently had to add “City” and “United” to their names to respect the original registration. It is the only Club able to use the official Manchester crest on its shirts and as a logo. Consequently, it is the second oldest rugby union club in the World.  A 24-acre site with a mix of sporting and social facilities, teams from Under 7s to Senior Rugby, for men, women, girls and boys. The Club has the whole range of teams that not many clubs can boast. The Mini and Junior (M&J) section has recently produced some amazing talent with 4 Premiership rugby players (more than any other club in England) and 6 England players in the last 5 years.

ACROBAT | FCSM has been appointed also to SunSport Velo Women’s Race Team (WRT) in cycling.  Following on from phenomenal success last season, SunSport Velo WRT is planning this Season with an elite squad up to 12 riders. It needs sponsors whose input will enable the Club and its members to build upon the successful, inaugural season. We are retained as a Consultancy to lead this role. Last year’s accolades included beating Dame Sarah Storey’s Podium Ambition team in the Matrix Fitness GP Series, with the associated TV coverage on ITV4. This was incredible and a platform for further media coverage. The Team have also had successes throughout the season, with superb results such as in the Halifax Pedalsport Crit (1st and 2nd), Lincoln GP and a podium place at the prestigious Ryedale GP.

This prowess in sports marketing culminates with our authoring a publication, to be available in 2017, titled: “Being a Good Sport: How to Plan, Activate, Measure and Evaluate Sports Sponsorship Programs”.

Just thought you might like a little update even if outside the football – and “County” World!