Posts tagged " staff "

inside sponsorship jonathan harris sri

Inside Sponsorship – Sponsorship Employment Market – Jonathan Harris – SRi

September 27th, 2017 Posted by No Comment yet

There’s no doubt that the sponsorship industry is in a period of huge change.


sponsorship skills and teams

The Changing Skills Needed from Sponsorship Professionals and the Make-up of Teams

September 20th, 2017 Posted by No Comment yet

I am biased when I say this, however, something I have always said is that I see sponsorship professionals as the most dynamic, multi-purpose, people within any organisation. Why? (more…)

Why you should utilise brand ambassadors and 4 steps to doing it well

Why you should utilise brand ambassadors and 4 steps to doing it well

August 23rd, 2017 Posted by No Comment yet

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…)

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…)

Inside Sponsorship - Mistakes - Abby Clemence from Infinity Sponsorship

Inside Sponsorship – Sponsorship Mistakes – Abby Clemence from Infinity Sponsorship

August 2nd, 2017 Posted by No Comment yet

Mistakes. We all make them and, sometimes, we make the same mistake over and over. Maybe it’s because we get excited about an opportunity and rush even though it’s against our better judgment; “Oh, it’ll be different this time around!”. Maybe we just don’t know how to do it better. (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…)

Inside Sponsorship - China - Claude Ringuet - Nielsen

Inside Sponsorship – China – Claude Ringuet from Nielsen

July 19th, 2017 Posted by No Comment yet


In recent years we’ve heard a lot about the potential of emerging markets, across all industries, and it is easy to see that emerging markets will have an impact on the global sponsorship industry.

Emerging markets are increasingly engaging with and investing in top-level sport: the next three Olympic Games will be staged in Asia while Russia and Qatar are the next two FIFA World Cup hosts and Japan will host the Rugby World Cup.

Of huge significance, and leading the way, is China. With 1.38 billion people, it represents a significant and mostly untapped market. Further, the Government has targeted a US$813 billion sports industry by 2025 and that will be fuelled by major investment across all aspects of sports – in events, facilities, teams, leagues and grassroots programs.

The mind boggles!

To help us understand the emerging Chinese market, and as part of our series exploring Nielsen’s commercial trends in sports, of which #1 is the emergence of new sporting powers, led by China, Claude Ringuet, Managing Director South East Asia & Greater China, joins us on the show.

You can connect with Claude on LinkedIn and download a copy of Nielsen’s Commercial Trends in Sport 2017 here.

Also joining us on the podcast, as usual, is our MD, Mark Thompson, who, whenever we welcome a Nielsen staff member on the show to discuss one of their commercial trends, will blog about the topic through the lens of what the trend means for the sponsorship industry. In this episode, Mark provides his take on China and outlines four things sponsorship managers should know.

You can also read Mark’s blog here – How the Emergence of New Sporting Powers, Led By China, Impacts Sponsorship


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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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Sponsorship Recruitment

Sponsorship Recruitment – 5 Tips To Finding The Right Staff

April 11th, 2016 Posted by No Comment yet

“Sponsorship recruitment? So what I do for all my new staff, to help them settle in, is to make them write out all the benefits for a sponsor 5 times, because writing something down is the only way you can remember what needs to be done”. Ummm, WHAT?


The 3 Must Have Skills To Look For When Recruiting Sponsorship Staff

The 3 Must Have Skills To Look For When Recruiting Sponsorship Staff

September 9th, 2015 Posted by No Comment yet

Recruitment in any industry is tough, but in a relationship business like sponsorship – it is critical. But what do you look for in a candidate?  Here are three ‘must have’ qualities to look for when recruiting sponsorship staff.