Download - Sponsorship trends for 2014 (marketing, branding, naming, rights, events, digital, social media)
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Hello ;-)
Fredda Hurwitz Global VP – Strategy & Marketing @FreddaHurwitz
Jez Jowett Global VP – Digital & Social Media
@Jezmond
01Part 1 : A light introduction Part 2: What’s hot and trending Part 3: Five guiding principles
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What we’ll share today
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A Light Introduction
Football shirt sponsor #FAIL 1 Teen clothing store sponsorship of FC Nurnberg
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Football shirt sponsor #FAIL 2 Sharia law results in Muslim players’ boycott
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Football shirt sponsor #FAIL 3 Bimbo Bakeries and various clubs
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Football shirt sponsor #FAIL 4 XL Holidays and West Ham (before and after ’09 collapse)
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Football shirt sponsor #FAIL 5 Bonar, unfortunate terrace chanting
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Venue Naming / Sponsorships #AMUSING 1 From rock to religion, @ the Jiffy Lube Live
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Venue Naming / Sponsorships #AMUSING 2
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Venue Naming / Sponsorships #AMUSING 3
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Venue Naming / Sponsorships #AMUSING 4
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Title Sponsorship #FAIL Waste Management without activation
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CELEBRITY AMBASSADOR #FAIL 1 Samsung Athlete Tweets Props for Galaxy S4 — From an iPhone
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CELEBRITY AMBASSADOR #FAIL 2 Britney Spears for Pepsi, caught red can handed
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CELEBRITY AMBASSADOR #FAIL 3 Sun Yang humiliates Hyundai with Porsche blunder, and no license
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GYM SPONSORSHIP #FAIL Krispy Kreme’s inappropriate sampling
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MOUSTACHE SPONSORSHIP #FAIL #WIN Des Lynam purple ‘tach for Nintendo launch
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Spice Girls Sponsorship #FAIL No scooter license
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A few numbers to get us in the mood….
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Investment isn’t slowing down
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But fans’ views about sponsorship are changing
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Fans want both engagement & involvement…
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…and would care more about brands who support causes than entertainment
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Impact + Influence
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Get it right, and fans could become your advocate
So what is hot and trending?
What’s hot, what’s trending and what you need to know
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01
Passion points are vast
Proving a huge ‘hit’ on field, on screen and on stage
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Formula 1 & F1 Rocks
Combining passion, adrenaline and performance off track
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MTV & MLB
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02
Fans and customers appreciate smart (and meaningful) sponsorships
Nostalgia, innovation, social media & cause
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Nike Back to the future
Volunteering is now a socially accepted badge & currency
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Orange RockCorps
Random acts of kindness get noticed (and go viral)
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The kindness offensive
Doing good, is good for business (Sainsburys +NPS)
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SainsburyParalympics
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03
Digital and data are changing sponsorship
Digital rights fiercely fought over (and still un-tapped)
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New rights & assets
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NBA.com
Digital and data provide unique and premium content
Real time and ambush opportunities, only through digital / always on & listening
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Real Time Marketing (through digital)
Digitally optimized stadiums with great fan experiences
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Sporting Park stadium, Kansas City
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Digital experiences at game: cheering, voting, sharing. Buying!
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Digital applications and commerce
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04
Fans and brands as storytellers
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Eurostar
Brands and consumers as storytellers
Sponsorship stories need to be told
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Rolex Daytona
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05
Social Media at your fingertips
Massive bandwidth requirement , or WIFI parter
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High speed, high bandwidth required
Encourage sharing and gamification
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SoMe signage, check ins and CTA a must
06
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Fan participation
06
Smart brands immerse fans into the game / product
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Enter the Game
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Changing from ‘me’ to ‘we’. The Hawthorn Effect
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Co-creation & crowd sourcing
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07
State-of-the-art venues
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MLB StadiumApple’s iBeacon
Stadiums more convenient and interactive for fans
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San Francisco 49ers Stadiumsoftware-driven
Software driven stadium, not a hardware driven stadium - thanks to Sony kit.
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08
Big, bold and personalised
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Samsung surround sound (and stadiums)
Branding and interactivity from all routes to stadiums
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Big OOH for impact & impression
Premium and world famous sites still heavily desired
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09
Small and perfectly formed
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DurexIntimate sessions
A role for small, intimate and more personable venues
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Red BullRevolution in Sound
780 fans experienced pod performances on the EDF London Eye
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10
Innovation is everywhere
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Nike Laser projected soccer field
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HeinekenIgnite innovative bottle
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11
Ultimately everything boils down to value and impact
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Measured in real time/dashboards
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1. Passion points are vast
2. Fans and customers appreciate smart sponsorships
3. Fans and brands as storytellers
4. Digital and data are changing sponsorship
5. Social media sign posting and CTA’s
6. Fan participation
7. State-of-the-art venues a must
8. Big, bold and personalized
9. Small and perfectly formed
10. Innovation is everywhere
11. ROI and real time, sells
Quick recap
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A few parting thoughts
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Relevance
Know who you’re speaking with, why and who you are
(Not who you’re selling to and when)
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Use the brand’s buzz words and DNA !
(Make it easy for them to share, un-edited)
Language
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Partnerships
Think partnerships & shared value !
(not sponsorship & transactions)
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Go beyond TV, turnstiles & tickets !
(digital, social, streams and stadia-media)
Interactive
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Involve, experiment, innovate openly !
(embrace the power of the crowds)
Innovate
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Thank You!