Pat Gallagher boasts a career in sports that spans more than 40 years and takes us inside Super Bowl 50 and the San Francisco Giants. (more…)
One thing that I see some people struggle with, and others succeed at, is the ability to turn opportunities and proposals into closed deals.
Whether you are in sponsorship, fundraising, or any other sales role, it is vital to have a method which helps you to close opportunities. For me, this is the key difference between those who are and those who are not closing sponsorship deals. (more…)
The emergence of OTT platforms and the entry of social media streaming for live sport is an exciting technological evolution for sporting teams, governing bodies, fans, spectators and most importantly for me … because it impacts sponsorship! (more…)
No doubt you have noticed that rights holders and venues across the world of sports are on a constant quest to enhance the spectator experience – at events and for those watching remotely – by adding entertainment elements, such as concerts, fan zones and enabling more access to star athletes.
Welcome to the Edition One of Best bits of Inside Sponsorship.
We’ve gone back through the Inside Sponsorship archives, re-listened to some of the absolutely amazing guests that have so generously taken us inside their commercial programs, and picked out some of the gold that we think you should hear again. (more…)
As a music lover and sports lover, there isn’t too much more in the world that gives me more pleasure than a combination of both.
Trend #4 in Nielsen Sports’ Commercial Trends in Sport 2017 looks at The Greater Fusion of Sports and Entertainment. Whilst the trend discusses more than just music and makes mention of fan zones, access to talent etc, the statistics within the report are phenomenal. (more…)
With so much access to so much content, the pressure on rights holders and brands to create great and engaging content, that holds an audience’s attention, is huge.
We’ve all done it. We hear the news that a company has entered into a new sponsorship with a rights holder. Company A has sponsored Rights Holder B, and, in a split second, we think to ourselves “Of course, that partnership makes sense” or, we think “What? How the hell do those brands go together?”
Interestingly, while there will most likely be a whole bunch of well thought out benefits, messages and activations in the partnership, it is your answer to the question of “Do they go together?” that communicates so much.
That’s why, the communication impact of a deal should not be underestimated by either rights holders or brands. In sports, fans are connected deeply with and are invested heavily in the rights holder and sponsorship deals can fuel either greater loyalty and connection, and that can be transferred to the sponsoring brand, or, it can fuel distaste.
“What? How the hell do those brands go together?”, was a common reaction to the seven-year, $600 million US agreement in 2012 in which U.S.-based Chevrolet became a sponsor of Manchester United.
That deal sparked an interest in how sponsorship deals convey subtle messages. David M. Woisetschläger, Christof Backhaus and T. Bettina Cornwell set out, in the context of sports, to examine how sponsorship deal characteristics affect consumer inferences, attitudes, and behavioural intentions toward a sponsor and a sport property in a partnership.
Here, Bettina provides some insights.
Their resulting research is titled Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions. It is a fascinating piece of research that has implications and learnings at all levels and that’s’ why we invited David, Christof and Bettina on the show so that we could break the research down into some easy to digest pieces.
You can connect with the authors at the following links
If you would like a copy of the research paper, in its final formatted form, the research team are happy to send the final paper, and more of their research, if contacted via e-mail or ResearchGate.
Also joining us on the show is Sam Irvine, SponServe’s Territory Manager for Australia and New Zealand, who discusses his latest blog about why you should utilise brand ambassadors and four steps to doing it well. You can read Sam’s full blog here.
Enjoy
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Brand ambassador, player appearance, behind the scene’s access…whatever you want to call it, can be such an invaluable benefit or ‘string in your bow’ for both a rights holder or brand. Only if used, however, strategically with some clearly identified objectives. (more…)
Content is King. It’s almost a worn out saying but since it was first coined it has grown into an absolute truth. Whether you are trying to attract customers, or retain customers, content has become an integral part of a lot of businesses. (more…)