Posts in Blog

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…)

Sports Betting and Sponsorship – Why it’s Good for the Industry

June 6th, 2018 Posted by

In the past few weeks, sports betting has been legalised in the USA; something which has not been the case for a very long time in much of the country. (more…)

Why working with your charity partners has become more than just a donation

May 10th, 2018 Posted by

Charity partnerships used to be symbolised by a special game-day or event where your chosen partner was permitted to walk around with some donation buckets or raffle tickets to sell and spruik their fantastic work.

Not anymore!  (more…)

The Keys To Using Talent in Sponsorship

April 10th, 2018 Posted by

I was lucky enough to be invited to a lunch by our friends at Sports Recruitment International recently. It was a roundtable discussion of 20 CEOs within the sports industry on the business of sport.

There were many interesting things which were discussed such as fan engagement, athlete engagement, EBA’s, and broadcast. The discussion then moved to commercial and sponsorship; as is natural when talking about the business of sport. (more…)

Dear Sam, this is why sponsorship and memberships are a marriage made in heaven

March 14th, 2018 Posted by

In this ongoing series, Sam Irvine, SponServe’s Territory Manager, Australia and New Zealand, ponders his past life as a commercial manager at a rights holder and what he wishes he knew. Then, he pens a letter to his younger self. 
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The Sponsorship Landscape – Understanding 3rd party Influencers is Vital to Success

February 15th, 2018 Posted by

From the outside, the sponsorship landscape looks pretty simple: There are rights holders (those looking for sponsors) and there are brands (those looking to sponsor). Rights holders reach out to brands, they meet, they pitch, and deals are negotiated and eventually done. In reality, the landscape and the process is entirely different and more involved.

For those looking to succeed in this space, understanding 3rd parties, who exert influence on the relationships, and are vital to their success, could be the difference in you being great at your job or not surviving in this  cut-throat industry. (more…)

Recipe – 5 Key Ingredients for Fantastic Hospitality

January 31st, 2018 Posted by

Corporate hospitality, no matter which side of the coin you sit on (rights holder or brand), can be a fantastic opportunity to generate business, network, learn from like-minded individuals or organisations, and generally have an enjoyable time at an event. Similarly, it can also be a burden, additional and unwarranted stress, and a lost opportunity to grow your business. So, what makes for a great hospitality experience? (more…)

Sponsorship Reporting in a Bad Year – How to Tell a Good Story in Hard Times

Sponsorship Reporting in a Bad Year – How to Tell a Good Story in Hard Times

January 18th, 2018 Posted by

When I was a sponsorship manager, sometimes I would sit at my desk ready to prepare our recap documents for our sponsors, who had just endured, with me and my organisation, a series of poor performances. (more…)