Posts tagged " new sponsors "

IP owners controlling content & conversations will change sponsorship

IP owners controlling content & conversations will change sponsorship

August 10th, 2017 Posted by No Comment yet

IP owners now have more control of their content, and therefore the conversation, in ways never seen before. It’s not just with their existing owned audiences but, potentially, borrowed audiences as well. This is the topic for Nielsen’s Commercial Trends in Sport 2017 – #2 – IP owners taking control of content and the conversation. (more…)

key question to ask sponsors

The key question I wished I asked sponsors … but never did.

July 26th, 2017 Posted by No Comment yet

Having worked as a right’s holder for more than five years, I had my fair share of different commercial partners with wide ranging communication styles and expectations. Now that I sit in a different space, but am lucky enough to still be involved in the sponsorship industry, I can see things from a different angle. (more…)

How The Emergence of New Sporting Powers Led by China Impacts Sponsorship

How The Emergence of New Sporting Powers, Led by China, Impacts Sponsorship

July 12th, 2017 Posted by No Comment yet

Each year, as observed by their extensive industry reach and knowledge, Nielsen Sports release a paper titled Commercial Trends in Sport.

As a sponsorship professional, I immediately read these and think to myself “How does this impact Sponsorship?”

So, I decided to analyse the Commercial Trends in Sport paper and add commentary around how each trend impacts the sponsorship industry and, more importantly, how it can impact you as a sponsorship professional.

My analysis of each trend, and how it impacts sponsorship, will be partnered each fortnight with a Nielsen Sports staff member joining us on the Inside Sponsorship podcast to talk in more depth.

The first trend is ‘The Emergence of New Sporting Powers, Led by China’.

Where are These New Markets?

The Nielsen Sports paper outlines that the next three Olympic Games are to be hosted in Asia with other markets such as Russia and Qatar winning hosting rights to the next two FIFA World Cups.

This will undeniably result in fresh investment into these regions for sports and therefore potentially unlock new audiences, participants and access to huge groups of previously non-engaged people.

Not to be out-done, China is obviously the superpower that has been awoken with a reported US$813 billion to be invested by the government, into sports, in the next eight short years!

What Does This Mean For Sponsorship?

New markets naturally present new opportunities. Some sports have been quick to jump on partnerships, particularly in China, whilst others (such as the new Chinese Basketball League) are opting to up-skill and commercially own their own patch.

All this means opportunity including:

  • for brands to connect with newly engaged, impressionable and perhaps undervalued properties and audiences;
  • for agencies to establish market presence, expertise and grab market share as the pie is sliced; and
  • for sponsorship professionals to impart their considerable knowledge & expertise and expand professionally by taking leadership roles within these markets.

Is China of Extra Importance?

China certainly provides the most exciting opportunities for sponsorship. The population alone, and the results of studies as to their engagement in sport, highlights the opportunities that exist.

China’s developed population as well as:

  • a commercial appetite and ability to invest;
  • proven adoption to utilise and lead technological development; and
  • freeing up, to some extent, the class structure with regards to access to sport;

means that China is about to explode and, with some guidance from the developed sponsorship world, has the potential to be game-changing in who, what and how brands, and therefore the rest of the industry, respond to sponsorship opportunities in these new markets.

Four Things You Should Be Aware Of

All this talk and investigation essentially presents four opportunities that every sponsorship professional should be aware of:

1. Investment

Investment opportunities for brands, rights holders and business owners within the sponsorship space must be a consideration. The investment must be authentic and part of a long-term strategic goal.

Investment may not only come from the outside though; internal investment from within China also presents just as many opportunities and rewards for those who authentically approach it.

2. Knowledge Transfer

As we see with the new Chinese Basketball League, led by Yao Ming, these new markets have a steep learning curve but the investment available means the resources are there to learn and succeed.

Therefore, those seasoned and knowledgeable sponsorship professionals, or organisations, have a rare opportunity to play a leadership role and transfer knowledge to these emerging markets in a way that will influence the industry going forward.

3. Collaboration

It is only natural that these emerging markets are going to want to reach out to the already established markets to bring content and access audiences and further growth opportunities. This presents great collaboration opportunities for all stakeholders.

4. Employment

As per above, an expanding new market will always call for experienced professionals to lead the way including the adoption of proven existing methods. Sponsorship professionals with adaptable skills should see opportunities to enter as a leader who can help to take advantage of these evolving spaces.

It’s just plain exciting!

For me, at the end of the day, it is just plain exciting to see such dominant and fast-growing new markets. It will allow for collaborative growth across all stakeholder groups but, in my opinion, the framework and landscape is only just forming and those who are authentic, strategic and calculated in their approach (just like in the sponsorship world in any market) will be the big winners.


DOWNLOAD – Commercial Trends in Sport by Nielsen Sports

Mark Thompson - SponServe

Mark Thompson // Managing Director

Mark specialises in sponsorship and diversified income strategies and has used this expertise across the Community, Semi-Professional and Professional Sports sectors. He combines hands-on experience in managing the expectations and obligations of sponsors with marketing and stakeholder engagement to deliver outstanding results.

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Inside Sponsorship - CDW - Dan Frystak

Inside Sponsorship – CDW – Dan Frystak

July 6th, 2017 Posted by No Comment yet

You don’t often come across brand’s, or their staff, who are vocal about sponsorship on social media. Sure, there are those that are vocal about promoting or activating their sponsorships but not many that share their thoughts, ideas and experiences on sponsorship in a way that contributes to the industry. (more…)

Sponsorship Sales – How to Get a Decision

Sponsorship Sales – How to Get a Decision

June 27th, 2017 Posted by No Comment yet

I love selling because there are so many little things you need to work through and be nimble with but there is also a solid process that needs to be mixed with thinking on your feet. All of that allows good sales people to stand out from mediocre ones.  (more…)

How To Position Sponsorship To The Government

How To Position Sponsorship To The Government

January 24th, 2017 Posted by No Comment yet

I got thrown an unusual question by someone recently, “Government departments are not your standard corporate. How do I position my sponsorship opportunity when dealing with government to have the best shot at success?”. The question forced me to analyse the way I have always dealt with funding and sponsorships from government departments. (more…)

Achieve Sponsorship Cut-Through In A Crowded Market

4 Ways Brands Can Achieve Sponsorship Cut-Through In A Crowded Market

January 12th, 2017 Posted by No Comment yet

There is no doubt that sponsorship can be a powerful tool in a brand’s marketing. But how can brands ensure they achieve cut-through when competing brands are also using sponsorship in the same market? (more…)

What Would Being Santa’s Sponsorship Manager Look Like?

December 15th, 2016 Posted by No Comment yet

It’s Christmas and so I thought I would have a bit of fun exploring what sponsoring Santa would look like, recalling some of the topics I have written about this year, and trying to work through the process of developing an approach for an available property I have as Santa’s sponsorship manager – Milk Pourage Rights. (more…)

public call for sponsorship

Are You Looking For Sponsors? Should You Put Out A Public Call?

December 8th, 2016 Posted by No Comment yet

There is one true sign, apart from the weather, that it is off-season for winter sports here in Australia – that’s the endless trail of public calls for sponsors. I don’t know whether to laugh or cry!


what sponsors really want

Four Things Brands Want To See From Sponsorship Seekers

November 23rd, 2016 Posted by No Comment yet

Last week I had the privilege of moderating a sponsorship panel, at World Rugby Confex 2016 in London, which discussed “The Sponsorship Pathway – Are You Sponsorship Ready?” The sponsorship expert panellists were Fiona Taag from DHL, Murray Barnett from World Rugby, Tom Kingsley from EY and Sophie Morris from Millharbour Marketing. Many interesting things were discussed such as measurement, shared objectives and proposals … even love affairs! (more…)