Posts in Blog

Where should the money go; in the sponsorship deal or in the leverage?

March 13th, 2019 Posted by

“Do we need to spend over-and-above our sponsorship fee to maximise the deal’s return?”

What a question! (more…)

The Increasing Importance of B.I. in Sports and Entertainment

February 11th, 2019 Posted by

Sponsorship reporting is nothing new. It has been around since the dawn of sponsorship itself, however, as we know (and have spoken about in this blog before), it has become a lot more purposeful and analytical.

Companies such as Nielsen Sports (formerly Repucom), have, for the past decade or more, been providing data for the reporting of sponsorship wins and losses from a media equivalency/asset value perspective. So successful has this been that it is now seen as somewhat of a currency within the sponsorship industry and a staple expenditure item for anyone reporting their reviews. (more…)

5 Trends in Sponsorship That We’re Not Talking About

January 16th, 2019 Posted by

Over the next few months, we’re going to begin seeing a range of Trends in Sponsorship reports bouncing around. For the most part, these are great if we pay attention to what is being said and implement changes relevant to ourselves. We also know, however, that plenty of us just read the report and then either delete it or save it in a ‘Research’ folder somewhere.

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The next generation of sponsorship deals

December 17th, 2018 Posted by

How we buy and sell sponsorship is changing and we’ve been talking about it for a while now.

What we’ve haven’t spent a lot of time on is what the financial aspect of these deals will start to look like. As an industry, we’ve come to automatically accept a traditional way of financial modelling around sponsorship deals where a brand pays a fixed fee and the rights holder gives them access to a suite of benefits. If it’s a top-tier sporting team, event, or attraction, then it is highly likely there is a standardised bonus scheme for the rights holder if certain milestones are reached.

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How to Handle a Sponsorship Break-up

November 20th, 2018 Posted by

For various reasons, commercial partnerships end from time to time. What happens, however, when a break-up occurs mid-season or you are notified with a full year to go that a sponsor won’t be renewing? (more…)

Dissecting Keys Points From PwC’s 2018 Sports Survey

October 26th, 2018 Posted by

Like many around the world, when I started to see PwC’s 2018 Sports Survey across my LinkedIn feed, I followed the prompts and downloaded it to take a look. In its third edition, PwC’s Sports Survey collected the views of 470 sport industry leaders on a wide variety of trends that are prevalent in today’s market.

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The Common Philosophies Which Align Sponsorship and Fundraising for Sport

September 26th, 2018 Posted by

I am a life-long sports administrator; having worked in sports marketing and sponsorship for more than 20 years. The skills I have developed through that period are sometimes unique to sport and sometimes applicable across all aspects of life.

About six years ago, I decided to deviate from my sports industry path and spend time working in a charity. My role was with was St Vincent de Paul; a large homeless charity in Australia where I took on the role of Director of Marketing and Fundraising. (more…)

4 Lessons For Brands When Negotiating Sport Sponsorships

August 29th, 2018 Posted by

Thinking about dipping your toe in the water of a sports-based sponsorship? Or maybe your entire leg? Or perhaps you’re already so up to your neck in a sponsorship that you’re almost part of the rights holder! (more…)

Why You Should Focus on Sponsorship Measurement Accountability

August 1st, 2018 Posted by

I read a report last week which was released by the Association of National Advertisers and the Marketing Accountability Standards Board titled Improving Sponsorship Accountability Metrics.

Based on the North American market, the study outlines the key factors surrounding the sponsorship industry and success measures that brands have in place to assess their partnerships. (more…)

FIFA World Cup 2018 – How Budweiser Overcame The Bleak Commercial Opportunities That existed in Russia

July 4th, 2018 Posted by

It’s June/July 2018 and the world is going Football (Soccer for some of my Australian counterparts) mad about the FIFA World Cup in Russia. There has been a heap written and said about how different this world cup will be for commercial partners given the limited ability to capitalise on a ‘commercial culture’ like Russia’s. This is where I have been blown away with some of the activation, content, and advertising executed by Budweiser (an official FIFA partner). I think can all take something out of their innovative approach. (more…)