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Posts tagged ‘sponsorship’

Nov 2

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!

Mar 29

Stockport Metro Wolfpack

Back the Wolf

As the concept of brand ‘Wolfpack’ takes a further foothold in swimming domination, it is no surprise that the future looks bright for Stockport’s very own Metro Swimming Club.  The Wolf analogy has been adopted through Head Coach Sean Kelly’s training methodology putting emphasis on teamwork towards common goals.  Sean is well known to ACROBAT Consulting & Marketing after generously lecturing at our Event in 2012.

ACROBAT Consulting & Marketing through Sister-Company FC Sports Marketing Limited, in conjunction with local agency David Trott Consultancy, will be working on a Project to generate additional revenue into the Club through sponsorship packages suited to a range of budgets.  The pedigree of Metro Swimming Club is renoun with medalists at major events such as Olympic Games, European Championships and Commonwealth with high profile athletes such as: Steve Parry and Graeme Smith (both won bronze medals in Athens and Atlanta respectively); Adrian Turner (semi-finalist in Atlanta); James Goddard (Commonwealth gold medallist). Five Metro swimmers competed in Beijing: Keri-anne Payne took the silver in the inaugural 10K Marathon Open Water event, Cassie Patten took the bronze in the same event, Michael Rock, James Goddard and David Carry.  A further five Metro swimmer competed in the London 2012 games, Keri-Anne Payne, Michael Rock, David Carry, James Goddard and Sophie Allen.

Anyone interested in sponsorship in association with this ‘Wolfpack’ of elite athletes, the Club brand (most successful in Great Britain) and/or the massive developmental school with participants throughout the North West can email sponsorship@fcsportsmarketing.com. 

Established in 1974, Stockport Metro currently has a membership of approximately 230 swimmers and operates learning lessons and schools programmes across a wide area. Need any more inspiration watch the video below.

 

 

Feb 19

Blade runner

Not ‘football’, not ‘finance’ (maybe?) but certainly adored by ‘fans’ worldwide.  An athlete’s story brings a change in my outlook. 

Oscar Pistorious’ arrest for an alleged murder of his girlfriend remains a haunting prospect for all concerned. The depression and mental health issues witnessed in football, recently with Collymore and Speed, has increased an awareness in symptoms and side-effects.  Many cannot appreciate the pressures associated with expectation and the constant focus in the public eye.  Could this have broken the Legend on blades?  There were signs of it getting too much when losing to a rival in London 2012.

M-Net, a South African TV Station has withdrawn all its brand association with Pistorious. Not that his wallet will be hit or needed in the place he may be destined to train in.  Not surprisingly, his agent proclaims business as usual: “All sponsors are still on board, and they have given us their commitment towards Oscar, based on the relationships that they have formed with him over the past years,” said Peet van Zyl, who represents the double-amputee. “They are quite happy to allow the legal process to take its course before they make any other further and formal announcements on it.”  This unlike the parallel disdain of sponsors of cyclist, Lance Armstrong, that are now suing for damages and return of their investments. 

Pistorious’ sponsors include Nike and Oakley, neither of which were available for comment when contacted by the Associated Press, though are reportedly distancing themselves from any association.  Of course, these events are exceptional but it does bring fresh debate to the pros and cons of sportsperson’s endorsement.

 

Jul 15

It’s an ambush

Reflecting on recent events, I thought that I would pause to think about some of the more memorable ambushes in the sphere of marketing tactics (“ambush marketing”).  A definition is: “Ambush marketing is an emotionally charged phrase that refers to the practice of appearing to align a brand with an event for which that brand has not paid for the right to be a sponsor.”

The inspiration for this post was after Wimbledon’s Champion, Serena Williams, was reprimanded once again for breaching sponsorship rules at the Women’s Singles final by taking her Gatorade bottle into the post-match press conference.  Naturally, she represents Gatorade sports-drinks product, but everyone knows this tennis event is the exclusive territory for Robinsons drinks through its sponsorship agreement.

Well here are some other instances of ambush marketing that I can recall:

In 2010, a Dutch beers promotional activity was seen as a blatant infringement, during the Football World Cup in South Africa.  36 ladies from Holland were held after breaking the law and sponsorship protocol at this tournament, all after scantily clad, blonde girls, in orange miniskirts caught the cameramen’s attention and thus executed this ambush.  How else would we know of Bavaria Beer?  Unfortunately, an ITV pundit lost his job in connection when his tickets were traced to this orange ‘wave’. Budweiser was the aggrieved party in this instance.

In 2009, Six Nations Rugby campaign, adverts for Fuller’s beer included a picture of rugby post and the strapline, “Support English Rugby”.  The Advertising Standards Authority (ASA) had to get involved given that the Rugby Football Union (RFU) objected as the brewery had not actually paid for the privilege of any association.

In 2008, Adidas had spent circa $200 Million to become the official sportswear brand at the Beijing Olympic Games.  Little did they know an indigenous ‘hero’ would undermine their plans.  The Chinese sportswear brand Li Ning (created by a former gymnast) had its’ moment of fame as he was chosen to light the Olympic cauldron at the opening ceremony. Li Ning was China’s most decorated Olympian and a National hero. This media exposure effectively gave his Company a free ten-minute advert across China and the World. After the introduction of the gymnast by acrobatic wires to the main stadium, Li Ning’s Hong Kong-listed shares jumped 3.4%.

The Chartered Institute of Marketing (CIM) in the run up to London Olympics 2012 has said: “Those hoping to bask in London’s moment in the sun may be surprised at how restrictive the provisions of the Olympics Act are”. This being legislation introduced for purposes of protection.

The organisers of the 2012 Olympics have already taken the precaution of booking almost all the City’s billboard space during the games.  Also, any infringement using Olympic identity can result in a fine and penalty of £20,000.  But watch this space, the creative industry would see any fine as ‘small fry’ given the right exposure for an adventurous brand!

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