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Posts tagged ‘sponsorship’

What’s up your sleeve?

As we rapidly approach the New Year and dawn of 2019, marketers are considering optimum approaches for lead generation, new business and methods to raise brand awareness.  At ACROBAT FCSM we have long seen the benefits of carefully structured partnerships with sports clubs.  Nothing is prescriptive, but service level agreements established with structured activation tactics and measurable returns.

Much publicity was given when the Premier League in football announced in 2017 that clubs were allowed an additional sponsor name on the left sleeve of the shirts. In terms of brand recognition, casual sporting fans or supporters and viewers of this sport may well recall Western Union (Liverpool), Angry Birds (Everton), Nexen Tire (Manchester City) and Rwanda (Arsenal) etc.

In other sports, the prominence, visually, in associating a brand with a sports club can be a welcome addition to the marketing tactics employed in plans and strategies for trading over a predetermined timespan.  Naturally, we advocate a coherent ‘package’ of benefits to ensure the sponsor has maximum value as well as strategic outcomes.

Presently, an opportunity has arisen, at short notice but affording extremely good value and clear, tangible returns to enhance any sales and marketing plans for the New Year.

Alongside, credible blue chip clients including Mitsubishi, Lowry Outlet Centre, Kingsland Drinks, Bet Fred – the new Season’s terrific kits manufactured by Kappa for Salford Red Devils Rugby League Club has an opportunity for a sleeve sponsorship arrangement.

Naturally, any interested party can contact Adrian Stores immediately on either adrian.stores@salfordreddevils.net  or adrian.stores@acrobatfcsm.com.  Just an informal, no obligation chat guaranteed – with awaiting video showing ‘Why Salford’, metrics and digital reach, corporate brochure and rates card, and community benefits alongside any arrangement.

Have a great festive break and wishing you a prosperous New Year.  But just think “What have you got up your sleeve?” to start the future with the extra push a partnership with this Super League Club could bring?

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Chairman’s plea for main sponsor

With the S’PORT continuing its amazing start to the Season perched on the ‘Top Rung’ of the National Volleyball League (NVL) table, our Chairman recognised the generosity of sponsors to date and outlined future plans for which another partner is sought.  Arguably after Stockport Metro with things looking bleak at Stockport County and Sale Sharks having left the Borough, it is Stockport Volleyball Club that carries the flag for our Town and its pride in sport.  Please watch the match versus Nottingham, listen to the Chairman’s message and do get in touch if you know anyone that can take the S’PORT on its next stage of progress. Contact: info@stockportvolleyball.com

Sport ‘Asleep at the wheel’?

Reproduced with gratitude to Misha Sher, Worldwide Vice President, Sport & Entertainment at MediaCom:

“What the industry can learn from the best work at Cannes Lions.

Sport is resting on its laurels if it thinks that brands will simply continue to sign up for expensive rights deals.

Sport has it all. Passion, engagement and reach. It’s live, global and social. The ability to connect with consumers through their biggest passion points has underpinned a sponsorship industry that is now worth $60bn per annum and growing at 4.5%.

Sport’s must-watch-live nature has made it a pillar of the communications for many brands. Combine that with the earned benefits of the discussion around the event and it’s been a win-win for everyone involved. Money has flowed to rights holders and their media partners.

Last year the average price of a 30-second spot in the Super Bowl was in the region of $5m.

But even sport must now ponder whether its existing business model is good enough in the digital age. Rights holders need to think carefully about whether brand owners will continue to come back time and again (and pay more for) the same old package.

Even a behemoth like the NFL have seen the viewing numbers decrease while McDonald’s has just pulled the plug on the Olympics. While we shouldn’t draw any conclusions from these specific examples, which aren’t related, it is worthwhile re-examining how sport is addressing its value proposition.

Sport is entertainment as much as a physical contest and just as entertainment has had to upgrade for the 21st century, so too must sports.

The reality is that consumers have far more choice when it comes to entertainment than ever before and never had there been such an intense competition for their attention. Brands, websites, on-demand TV shows are all trying to gain their attention. Sport faces more and better quality competition than ever before.

This is one of the main reasons why ‘content’ has become such a buzzword for brands in recent years. On average, consumers see 5,000 advertising messages per day so grabbing and retaining their attention is no easy task.

Compelling stories, integrated partnerships, inside information combined with high quality video are often the only things that can connect.

Many rights holders have not grasped the importance of this and have not evolved what they’re offering. They are still selling reach and impressions, failing to understand that advertisers are increasingly interested in building genuine connections with consumers. Chief Marketing Officers and Brand Managers don’t set aside sponsorship budgets. They allocate budget where they feel a partnership can provide an effective connection with their consumers. And there lies the biggest challenge for sports right holders. They’re not competing with each other. They are competing with all other genres and channels to demonstrate they have the ability to address business challenges.

How many are fit for purpose in an age where consumers crave different formats, across all digital and social platform at a time of their choosing? When the temptation is to find something more entertaining is just a swipe away, what are sports right holders offering brands that will keep their audiences attention?

Earlier this summer I was on a jury at Cannes Lions judging the best in branded content and brand partnerships in the Entertainment Lions category. What struck me was relative lack of entries related to sport on a shortlist or amongst the winners. Channel 4’s We’re The Superhumans to promote the 2016 Paralympics was a notable exception.

If sport has some of the most compelling stories, which is one of the arguments for the high sponsorship fees, then why are brands having more success through other channels?

It would appear that right now brands (and their agencies) aren’t able to creatively leverage sport partnerships into award winners and while it’s not all about awards, it would be wise to understand why this is the case.

Of course, none of this would matter if the person who signed off sports deals was different from the person who signs off on other forms of marketing. Unfortunately, that’s not the case, and with brand budgets tight and accountable, the same CMO will often be comparing and deciding between an entertainment proposal and a sports idea.

The sooner rights holders in sport realize that traditional sponsorship assets aimed at reach are increasingly less valuable, the sooner they can adapt to the ever-changing habits of their fans and expectations of their commercial partners.

Brands are looking for solutions, for ways, not just to reach, but to connect and build affinity with consumers. Sport needs to evolve to address this or it won’t be long before marketing dollars start flowing elsewhere.”

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