sponsorship as a communication tool
DESCRIPTION
Sponsorship as a communication tool presented by Octagon at Vega Tools Day in JohannesburgTRANSCRIPT
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Vega Tools Day
1Presented 2 August 2013
Sponsorship as a communications tool
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1. Sponsorship is more than SIGNAGE2. Sponsorships MUST be linked to
business and brand objectives3. Sponsorships are AN INVESTMENT
thus MEASURE MEASURE MEASURE
3 Key Takeouts From Today
@OctagonSA@JudithMugeni
www.octagonsa.com
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Sponsorship plays
a different role to
advertising – "If
advertising waves
at its target
audience, then
sponsorship has
the ability to get
close enough to
shake them by the
hand…"
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“Sponsorship is a mutually advantageous businessrelationship between parties in which the sponsorprovides benefits for the sponsored in exchange for aresult that can be measured against pre-definedobjectives.”
Source: David Ross
Sponsorship Defined
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Sponsorship Assets sponsor pays the property
and in return receives specific rights and benefits, often referred to as sponsorship assets
Leveraging The amount sponsors spend over
and above the sponsorship fee to maximize the return on their investment in the sponsorship property
Sponsorship/Rights fees The dollar amount
a sponsor gives to an event.
Basic Sponsorship Terms
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FIFA WORLD CUP 2010 Sponsorship LandscapeThe sponsors …
GLOBAL PARTNERS
WORLD CUP PARTNERS
NATIONAL SUPPORTERS
$350m
$65m
$20m
Different Rights Holders Structure Their Sponsorships Differently
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Examples of models: IOC Sponsors
World Wide Top Partners
Other Commercial Programmes
Suppliers
Ticketing Program
Licensing
Different Rights Holders Structure Their Sponsorships Differently
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Sponsorship Assets: Ambush Marketing Dilemma
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Sports sponsorship: major
sporting events, teams, individuals.
Broadcast Sponsorship: Television and radio
programme sponsorship.
Arts and Culture sponsorships such as arts events or organizations
Venue sponsorships
Recent! Digital sponsorships
… Different TYPES of sponsorship
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R4,596,000,000+ BMI Estimated Direct spend on Sports
$53,300,000,000 IEG Forecasted global spending
… Sponsorship is BIG Business
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platform Globally
TWSM 2012
Year on year, Sports are the most sponsored
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SpendRanking Globally SA
1 Soccer Soccer
2 Golf Rugby
3 Rugby Cricket
TWSM 2012 BMI Sport Info 2012
With Football as the number 1 most sponsored sport globally and in SA
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Brand Awareness
Moving TM towards positive behaviour
Stakeholder Interaction
WHY? SPONSORSHIP PUTS BRANDS IN A SPECIAL PLACE to meet brand and business
objectives…
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Through Maximising Visibility: logo sightings, brand name mentions through TV, Print, Radio, Online etc
Maximised Exposure leads to increased Awareness and Association levels of sponsorship
Measure: Event attendance, Media reach, Media exposure valuation (logo, name, mentions), Website
visits
1. Build Brand Awareness
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Barclays Global and Africa Presence How does a GLOBAL brand like this reach its Target Markets
Effectively and
Efficiently
Basic Sponsorship Terms
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Barclays Premier League naming rights£120 Million over 3 years since 2001
By putting a huge investment behind Sponsoring a property that is loved around
the world
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Some 87% of overall respondents in Europe rank the Barclays Premier League as the football competition they follow most closely.
In Asia and the Middle East, 90% of overall respondents rank the Barclays Premier League as the football competition they follow most closely.
In Africa 88% of overall respondents rank the Barclays Premier League as the football competition they follow most closely.
Source:
The sponsorship gives Barclays domestic and international exposure, with the
Premier League followed by millions of fans worldwide.
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Its MORE than
Awareness…
Sponsorship is
WHERE WE find
CONSUMERS
at their MOST
PASSIONATE
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It is BORROWED EQUITY
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Where the brand Seeks a RUB OFF
Effect
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Achieving desired product, brand and image effects and outcomes
Impact includes increase in Awareness|Positive Perception of brand |Positive behaviour (Usage: Trial,
Loyalty, Reinforcement)
Measure: Consumer reach (brand recall, brand perception, intent to purchase, sales, Lead
generation)
2. Moving Target Market towards positive behaviour
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It is INTERACTI
VE
It is where RELATIONSHIPS ARE
BUILT
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Community|client perceptions, HR objectives, Other Stakeholders, Client entertainment through
Hospitality
Impact includes increase in Awareness, Positive Perception of brand, positive behaviour (Usage: trial,
loyalty, reinforcement)
Measure: Employee satisfaction levels, feedback from hospitality guests, Community Impact
3. Improve Relationships with Key Stakeholders: Corporate objectives
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Depth of sponsorship linked with social responsibility
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Depth of sponsorship linked with social responsibility
Depth of sponsorship linked with social responsibility
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Barcelona and Boca Juniors, both have UNICEF on their shirts
Depth of sponsorship linked with social responsibility
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Football Yona Ke Yona : development through the inclusion of professional and amateur teams.
Golf: The Nedbank Affinity Cup- donates an amount equal to the Affinity Cup winner’s prize money
Comrades Marathon: The Comrades Marathon Home from Home Programme donated 50 000 to house runners who could not afford their own accommodation at the race
Depth of sponsorship linked with social responsibility
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Federations
Leagues
Teams
Players
Tournaments
Development/
Grassroots
Within Football rights and assets are divided into distinct segments and
leveraged differently by different brands
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• Event/Individual Sponsor
– Pepsi Team
– AFCON & CAF events sponsor
• Event sponsor– FIFA Partner– UEFA European
Championships – UK Coca cola
championship (Contract ending in 2010)
PEPSI VS COKE
Football sponsorship: Who comes out as the winner...
Pepsi tends to use “Team Pepsi” in marketing campaigns
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Brand Awareness and Association
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Real Madrid – Emirates $40 Million per year
Brand Awareness and Association
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Barcelona - Qatar Airways $38 Million per year
Brand Awareness and Association
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Liverpool - Standard Chartered $33 Million per year
Brand Awareness and Association
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Bayern Munich - Deutsche Telekom$37 Million per year
Brand Awareness and Association
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Manchester United - Chevrolet $80 Million per year
Brand and Product Linkage
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Brand and Product Linkage
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Brand and Product Linkage
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Brand and Product Linkage
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Brand and Product Linkage
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Brand and Product Linkage
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Etihad Stadium£400 Million over 10 years
Venue Sponsorship: Brand Awareness
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The Emirates Stadium£150 Million over 5 years
Venue Sponsorship: Brand Awareness
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Allianz Arena$300 Million over 20 years
Venue Sponsorship: Brand Awareness
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Premier League TV Rights: Worth £3 Billion between 2013 and 2016
Broadcast sponsorship is a lucrative investment
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How I Met Your Mother Red Bull
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Big Bang TheorySnickers
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Master ChefRobertson
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Sensation – Samsung R10 Million
Arts, Culture and Entertainment Sponsorship
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South African Music Awards - MTNR15 Million
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Rocking The Daisies – Carling
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KEY MARKET ACTIVATION
PUBLICRELATIONS
B2B
SOCIAL MEDIA
CLASSICAL ADVERTISING
ON-LINE COMMUNICATION
B2C
INTERNAL MARKKETING
It’s more than signage…more than a channel.Sponsorship delivers content we can leverage across
multiple channels.
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Turkish Airline Commercial: Manchester United
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NY City Marathon Case Study using a 360 degrees Leveraging Approach
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Ask WHAT added benefits Did I as a sponsor BRING to the FAN
BRANDS must be seen to be BRINGING
something to the sponsored
PROPERTY
WITHOUT us sponsoring this event you would
not be getting the following
VALUE added Benefits.......
MEASURE MEASURE MEASURE Return ON Objectives
Football Best PracticeSponsorship Best Practice
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1. Sponsorship is more than SIGNAGE2. Sponsorships MUST be linked to
business and brand objectives3. Sponsorships are AN INVESTMENT
thus MEASURE MEASURE MEASURE
3 Key Takeouts From Today
@OctagonSA@JudithMugeni
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Thank You
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