Sports Sponsorship
Discussion
smirnoff said:
Its a good way to throw money away but has anyone got a return out of it.
The thing is that with sponsorship it is very difficult to calculate the return.
For example the Warrington rugby stadium is the Halliwell Jones Stadium. They are the local BMW dealership 400m down the road - the only one in the area.
i think it would be impossible to calculate the exact effect as even if you see turnover increase by 10% this can be due to a number of other factors that it would be impossible to differentiate the effects of. However, if you are looking for a wider brand recognition, then you will certainly get this - but then it is down to how much someone will buy your brand over someone elses - which obviously is relative also to how much they buy the product in the first place.
A lot of the time sponsorship deals are done to get the 'perks' - you get your own executive box which you can invite clients to. For example NatWest offer me box tickets and food at the cricket at Old Trafford - that doesnt directly make them money, but they have by banking for the foreseeable future!
smirnoff said:
Its a good way to throw money away but has anyone got a return out of it.
Yes, although the ones I have worked on have been global projects, where brand exposure and "brand affiliation" have been the key measures.
As you probably realise, there are some people who do a great job for their sponsors, and some who basically run off with the money. The trick is to find the ones who want a long term partnership, and will over-deliver. So you want to get some trust. A few ideas may be:
- Who are you dealing with? Who will be your account manage? Quite simply, do you trust them? Do they have a handle on you and what you want?
- Do they seem keen? Have they asked you to a match to show you what you would get? If it's all by email, or in the week, you should be questioning their commitment.
- How do they treat their 'family' (of supporters)? If they have a passion for their supporters (e.g. London Irish were always good, 'Quins rather less so), they will have a passion for their sponsors.
- How long have the sponsors (particularly the smaller ones) stayed around?
- Try a bit of chutzpah. Phone a couple of smaller sponsors, get the chairman/MD, and ask them how good they are.
If you are looking to justify it financially, you need to understand what the opportunities are for you. This could be:
- Labelling and exposure (e.g. hoardings, programme ads) - a fairly simple calculation of equivalent media value (how much would it cost you to achieve the same from TV, press ads)
- Hospitality (Clients, staff)
- Links to existing sponsors
- Other doors that it may open.
- Does it in some way build a brand message
First, work this out for yourself. Then you should listen to the club. Does their package deliver what you want to who you want - big enough hoardings, a suite compatible with your hospitality aims? Do they have any interesting ideas (e.g. unique events with the players, supporter competitions where you provide the prizes) that you may not have of? Can you part-fund the deal in kind (e.g. Elonex sponsored the England Rugby team by loaning every player a laptop fully set up for team business).
Finally, the club probably has standard packages. Look for ways to tweak it to suit you best (and look out for that flexibility - it's a sure sign that they really want a partner rather than a cheque-signer).
When doing your maths, you also need to consider the costs (and opportunities) for exploitation. Normally, the sponsorship is just the key to access a new market - you still have to spend money to get them to buy from you. The rule-of-thumb is that your budget is split 20 (sponsorship) - 80 (exploitation), but this is probably different for a more local activity, and you may already be spending much of that 80 (but now it will have a rugby theme or logo on it).
So have a good idea of your exploitation plan. If you have an Agency, ask them for outline concepts. If not, brainstorm in-house. Prepare a marketing plan so that:
- You know that the £20k deal is actually part of a £100k marketing programme
- You know which bits to prioritise and action (e.g. if you sign the deal on Monday, you don't want that hospitality box unused for three months. First match is staff, second is friends & family, both as rehearsals and checks; third week will be for the first Clients from your A-list to accept.).
- And you have a weekly status review of activities (short and long term) to be certain that every opportunity is being managed.
Final tip - remember that it doesn't have to be fancy. Many years ago I was at Richmond RFC (when they were still in Richmond). The 'Hospitality' was a tent, just beyond the dead ball line. Food and service were decent, just enough. But the management was good (e.g. getting to the correct area was easy for guests). And a crucial item was that the players would amble in after the match and chat with anyone (all very casual and professional). Cheap and cheerful, but really effective, and far more effective than an over-corporate approach.
So they bottom line is:
- Will it do what you want for the business?
- Do you like the package they can offer you (e.g. will you want to use that hospitality area every other week yourself, nevermind your Clients)?
- Do you trust the Club staff that you are working with?
- Are you set up to exploit the activity?
Tick all those boxes, and there's a good chance it will work really well for you. HTH
oggs said:
Have a word with Fubar I think he sponsors a team 
I do indeed oggs, but not in a commercial way as I assume the OP means. All I do is pay for a set of shirts each year for the Vets team (that I just happen to play in) and the odd bit of clubhouse/fixture book signage.
No commercial gains other than able to use the photos in work related newspaper articles etc (we are in the Sussex Div3 cup final next month, so should get a decent spread in the local rag
) Mind, did have the company's name/logo on the playing shirts when we played in the Dubai 7's (Vets) in 2003. International claim to fame
Edited by FUBAR on Thursday 25th January 15:58
Davel said:
I wouldn't pin any hopes on people seeing your ads from the telly much.
But your company name and logo would appear in every match day program. Depending on how much you are spending, why not pay for a box? Its a great way to entertain clients! Plus Watford are overhauling Vicarage Road in the near future, which should mean all the boxs are upgraded too (they are a little dated).
I may be biased
, but Saracens could be on for a Heineken cup place next year, which would see your company on the telly far more often. fourmotion said:
Davel said:
I wouldn't pin any hopes on people seeing your ads from the telly much.
But your company name and logo would appear in every match day program. Depending on how much you are spending, why not pay for a box? Its a great way to entertain clients! Plus Watford are overhauling Vicarage Road in the near future, which should mean all the boxs are upgraded too (they are a little dated).
I may be biased
, but Saracens could be on for a Heineken cup place next year, which would see your company on the telly far more often.For this season, we will be in the programme, get tickets to all matches, a box at some, tables in hospitality at others, perimiter boards plus more.
Next season we will also be on the back of the shirts, just above the player name, including replica shirts.
smirnoff said:
fourmotion said:
Davel said:
I wouldn't pin any hopes on people seeing your ads from the telly much.
But your company name and logo would appear in every match day program. Depending on how much you are spending, why not pay for a box? Its a great way to entertain clients! Plus Watford are overhauling Vicarage Road in the near future, which should mean all the boxs are upgraded too (they are a little dated).
I may be biased
, but Saracens could be on for a Heineken cup place next year, which would see your company on the telly far more often.For this season, we will be in the programme, get tickets to all matches, a box at some, tables in hospitality at others, perimiter boards plus more.
Next season we will also be on the back of the shirts, just above the player name, including replica shirts.
Woohoo. What time should I be there then?
FUBAR said:
smirnoff said:
fourmotion said:
Davel said:
I wouldn't pin any hopes on people seeing your ads from the telly much.
But your company name and logo would appear in every match day program. Depending on how much you are spending, why not pay for a box? Its a great way to entertain clients! Plus Watford are overhauling Vicarage Road in the near future, which should mean all the boxs are upgraded too (they are a little dated).
I may be biased
, but Saracens could be on for a Heineken cup place next year, which would see your company on the telly far more often.For this season, we will be in the programme, get tickets to all matches, a box at some, tables in hospitality at others, perimiter boards plus more.
Next season we will also be on the back of the shirts, just above the player name, including replica shirts.
Woohoo. What time should I be there then?
Any client can come!
Now I've seen that you're a mortgage broker, there are some interesting possibilities. Whilst I haven't been to Sarries (I think you can guess what my 'fee' is ), I'd look carefully at the following areas:
Club Services
Players came and go. They need mortgages. Make sure every player knows to call you (perhaps through the club). Give each and every one gilt-edged service: Visit them (at home or training field) to discuss, you or the most senior staff deal with them personally, (they know that) you personally will get a daily update on progress.
You may also be able to assist through contacts in the industry with rentals, new properties. This not only builds the partnership with the club, but the players will be good brand spokesmen.
Lead Generation
Look to have leaflets that spectators can take away. Definitely one in the hospitality area (not just your bit, but the general area where other guests will see it), but also nearby where the 'ordinary spectators can take one. A simple "Proud to sponsor... This is who we are... call us" to shove in the pocket. This alone could generate an awful lot of business, given the sort of people in that area who are likely to be attending.
Local Community
There are some interesting schools in the area (well, Merchant Taylors), with parents who are your potential customers. Look to be very supportive of the Club's links with these schools. Training days with pro's, local schools trophy, that sort of thing. Could be particularly useful with the World Cup coming and the kids' interest being spiked - perhaps you could have match screenings at the school (like watching in a pub, but with the kids and their parents all mixing in together)?
Hospitality
Rugby hospitality at club level can be good old-fashioned, non-corporate fun. I would rather have the cheap & sheerful times I had at Richmond and Irish than the faceless Twickenham experience.
So start looking for your key hosts in your Company. They are the gregarious people (who also understand rugby). They:
- Will welcome guests and chat with them, even if they haven't a clue who they are, or if they are prospective Clients.
- Can talk knowledgeably about the game with the rugger-bugger guests,
- But can also explain what's going on to the wives (sorry for the stereotype) - eg why that bloked kicked the ball away.
- Have the chutzpah to walk up to a player and ask him to sign a kid's programme
They turn "Oh that was pleasant" guests into "When can we come again? Please?" A little effort will make your events legendary, and the return favours (leads, news) will come flooding in.
(ETA: If you're married, the missus is critical for this, so make sure she's on board as well, whether she likes rugby or is involved in the business: Great hostess, gets other wives involved, stops it being lads only, can talk about things other than work, good for your relationship to share the interest, and most importantly can drive while you drink!)
Start making noises about these sorts of things, and see what reaction you get. "That's brilliant, we'll find a way of doing it" will give you a lot of confidence that they are worth working with. Hesitation and talk of rules, then you should head along the M25 to Wasps.
), I'd look carefully at the following areas: Club Services
Players came and go. They need mortgages. Make sure every player knows to call you (perhaps through the club). Give each and every one gilt-edged service: Visit them (at home or training field) to discuss, you or the most senior staff deal with them personally, (they know that) you personally will get a daily update on progress.
You may also be able to assist through contacts in the industry with rentals, new properties. This not only builds the partnership with the club, but the players will be good brand spokesmen.
Lead Generation
Look to have leaflets that spectators can take away. Definitely one in the hospitality area (not just your bit, but the general area where other guests will see it), but also nearby where the 'ordinary spectators can take one. A simple "Proud to sponsor... This is who we are... call us" to shove in the pocket. This alone could generate an awful lot of business, given the sort of people in that area who are likely to be attending.
Local Community
There are some interesting schools in the area (well, Merchant Taylors), with parents who are your potential customers. Look to be very supportive of the Club's links with these schools. Training days with pro's, local schools trophy, that sort of thing. Could be particularly useful with the World Cup coming and the kids' interest being spiked - perhaps you could have match screenings at the school (like watching in a pub, but with the kids and their parents all mixing in together)?
Hospitality
Rugby hospitality at club level can be good old-fashioned, non-corporate fun. I would rather have the cheap & sheerful times I had at Richmond and Irish than the faceless Twickenham experience.
So start looking for your key hosts in your Company. They are the gregarious people (who also understand rugby). They:
- Will welcome guests and chat with them, even if they haven't a clue who they are, or if they are prospective Clients.
- Can talk knowledgeably about the game with the rugger-bugger guests,
- But can also explain what's going on to the wives (sorry for the stereotype) - eg why that bloked kicked the ball away.
- Have the chutzpah to walk up to a player and ask him to sign a kid's programme
They turn "Oh that was pleasant" guests into "When can we come again? Please?" A little effort will make your events legendary, and the return favours (leads, news) will come flooding in.
(ETA: If you're married, the missus is critical for this, so make sure she's on board as well, whether she likes rugby or is involved in the business: Great hostess, gets other wives involved, stops it being lads only, can talk about things other than work, good for your relationship to share the interest, and most importantly can drive while you drink!)
Start making noises about these sorts of things, and see what reaction you get. "That's brilliant, we'll find a way of doing it" will give you a lot of confidence that they are worth working with. Hesitation and talk of rules, then you should head along the M25 to Wasps.
Edited by HiRich on Friday 26th January 15:51
HiRich said:
Now I've seen that you're a mortgage broker, there are some interesting possibilities. Whilst I haven't been to Sarries (I think you can guess what my 'fee' is ), I'd look carefully at the following areas:
Club Services
Players came and go. They need mortgages. Make sure every player knows to call you (perhaps through the club). Give each and every one gilt-edged service: Visit them (at home or training field) to discuss, you or the most senior staff deal with them personally, (they know that) you personally will get a daily update on progress.
You may also be able to assist through contacts in the industry with rentals, new properties. This not only builds the partnership with the club, but the players will be good brand spokesmen.
Lead Generation
Look to have leaflets that spectators can take away. Definitely one in the hospitality area (not just your bit, but the general area where other guests will see it), but also nearby where the 'ordinary spectators can take one. A simple "Proud to sponsor... This is who we are... call us" to shove in the pocket. This alone could generate an awful lot of business, given the sort of people in that area who are likely to be attending.
Local Community
There are some interesting schools in the area (well, Merchant Taylors), with parents who are your potential customers. Look to be very supportive of the Club's links with these schools. Training days with pro's, local schools trophy, that sort of thing. Could be particularly useful with the World Cup coming and the kids' interest being spiked - perhaps you could have match screenings at the school (like watching in a pub, but with the kids and their parents all mixing in together)?
Hospitality
Rugby hospitality at club level can be good old-fashioned, non-corporate fun. I would rather have the cheap & sheerful times I had at Richmond and Irish than the faceless Twickenham experience.
So start looking for your key hosts in your Company. They are the gregarious people (who also understand rugby). They:
- Will welcome guests and chat with them, even if they haven't a clue who they are, or if they are prospective Clients.
- Can talk knowledgeably about the game with the rugger-bugger guests,
- But can also explain what's going on to the wives (sorry for the stereotype) - eg why that bloked kicked the ball away.
- Have the chutzpah to walk up to a player and ask him to sign a kid's programme
They turn "Oh that was pleasant" guests into "When can we come again? Please?" A little effort will make your events legendary, and the return favours (leads, news) will come flooding in.
Start making noises about these sorts of things, and see what reaction you get. "That's brilliant, we'll find a way of doing it" will give you a lot of confidence that they are worth working with. Hesitation and talk of rules, then you should head along the M25 to Wasps.
), I'd look carefully at the following areas: Club Services
Players came and go. They need mortgages. Make sure every player knows to call you (perhaps through the club). Give each and every one gilt-edged service: Visit them (at home or training field) to discuss, you or the most senior staff deal with them personally, (they know that) you personally will get a daily update on progress.
You may also be able to assist through contacts in the industry with rentals, new properties. This not only builds the partnership with the club, but the players will be good brand spokesmen.
Lead Generation
Look to have leaflets that spectators can take away. Definitely one in the hospitality area (not just your bit, but the general area where other guests will see it), but also nearby where the 'ordinary spectators can take one. A simple "Proud to sponsor... This is who we are... call us" to shove in the pocket. This alone could generate an awful lot of business, given the sort of people in that area who are likely to be attending.
Local Community
There are some interesting schools in the area (well, Merchant Taylors), with parents who are your potential customers. Look to be very supportive of the Club's links with these schools. Training days with pro's, local schools trophy, that sort of thing. Could be particularly useful with the World Cup coming and the kids' interest being spiked - perhaps you could have match screenings at the school (like watching in a pub, but with the kids and their parents all mixing in together)?
Hospitality
Rugby hospitality at club level can be good old-fashioned, non-corporate fun. I would rather have the cheap & sheerful times I had at Richmond and Irish than the faceless Twickenham experience.
So start looking for your key hosts in your Company. They are the gregarious people (who also understand rugby). They:
- Will welcome guests and chat with them, even if they haven't a clue who they are, or if they are prospective Clients.
- Can talk knowledgeably about the game with the rugger-bugger guests,
- But can also explain what's going on to the wives (sorry for the stereotype) - eg why that bloked kicked the ball away.
- Have the chutzpah to walk up to a player and ask him to sign a kid's programme
They turn "Oh that was pleasant" guests into "When can we come again? Please?" A little effort will make your events legendary, and the return favours (leads, news) will come flooding in.
Start making noises about these sorts of things, and see what reaction you get. "That's brilliant, we'll find a way of doing it" will give you a lot of confidence that they are worth working with. Hesitation and talk of rules, then you should head along the M25 to Wasps.
One of the reasons I have picked Saracens is the above is all a given with them. Full access to their membership for DM and promos (both indvidual and corporate), use of players, good hospitality and a proper understading that it is a partnership and not a one way street.
I think your "fee" will be paid in full, you have underlined my own statergy, which gives me the confidence that I am doing the right thing.
I am going to the London Irish game on sunday, as a free-bee before we sign contracts.
Adrian
smirnoff said:
Does anyone here sponsor any sports teams?
I am in negotiation with a rugby union club, mainly because I like rugby but also they are our local premiership team.
Any good or bad stories of sponsorship?
I am in negotiation with a rugby union club, mainly because I like rugby but also they are our local premiership team.
Any good or bad stories of sponsorship?
I worked in sports marketing and Sponsorhip for 5 years. Its a very selective marketing medium. Sponsors usually fall into two categories.
1) Large brand names who use the opportunity to keep awarness of their company up (not directly linked to sales)
2) Supporters of set club who simply want to support that club or a bit of an ego boost in the local community to have your company 'sign' up.
You really need to indentify what it is you want from this sponsorship and work out if its worth it. Usually its not.
Oh and the bigger cup games, European Games will be a lot more extra ££££££, so dont think you get that included
Wasps or Sarries ?
Edited by 360stimo on Saturday 27th January 11:34
smirnoff said:
One of the reasons I have picked Saracens is the above is all a given with them. Full access to their membership for DM and promos (both indvidual and corporate), use of players, good hospitality and a proper understading that it is a partnership and not a one way street.
Sounds to me like you and they have the passion and trust to make it happen. And I can see the Club as a good medium for your type of business (heavily reliant on awareness and word-of-mouth recommendation) - there's a lot you could do with this that would deliver exactly the sort of marketing you require. If the numbers are about right and the trust is there, I'm struggling to think of a better fit.
Just make sure your exploitation programme is ready to roll from Day 1, and you keep on top of it with regular reviews (internal as well as with the club). Be creative in your ideas - you can do things that no other rugby sponsors are doing, and many couldn't do.
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