Posts tagged " markets "

Inside Sponsorship - Paralympics New Zealand - Ian Sargeant

Inside Sponsorship – Paralympics New Zealand – Ian Sargeant – Ep 54 – Feb 18

February 28th, 2018 Posted by

How many of you, who rely so heavily on traditional inventory, things such as signage, uniform branding, home game activations, tickets, and hospitality, would struggle if you could no longer offer them to your sponsors?

 

What about if you are a rights holder who enjoys long and regular periods of sustained awareness and engagement, like an annual twenty plus week season? Would your job be tougher if you couldn’t rely on that high-profile regularity?

 

How would you even approach your job without those things?

 

While they are interesting hypothetical questions for most of you, they are the reality for Ian Sargeant, Commercial Manager at Paralympics New Zealand. In this episode, you’ll learn about how Ian and the organisation deliver a highly successful commercial program, without the plethora of traditional benefits most rights holders boast, as we go inside sponsorship at Paralympics New Zealand.

You can learn more about Paralympics New Zealand, connect with Ian on LinkedIn, or email him directly on isargeant at paralympics.org.nz.

You want more? Lucky that our MD, Mark Thompson, also joins us to discuss a very interesting topic, and not one that is talked about a lot, that being the sponsorship landscape in terms of understanding third-party influencers who could be vital to success.

 

Enjoy.

 

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Five Things I’ve Learned From The Big Bash League

January 4th, 2018 Posted by

Unless you have been living under a rock for the past month, in Australia at least, you will have heard about the Big Bash League. Australia’s premier T20 Cricket Competition has taken off like a rocket and is now in its seventh season (for the male players). This hugely popular format of an ancient sport (I mean that in a positive way) has been taken to the next level by Cricket Australia and I can’t help but sit back in awe and marvel at some of the learnings we can all take away from the BBL. (more…)

inside sponsorship carson mckee snapchat

Inside Sponsorship – Carson McKee – Snapchat – Episode 48 – November 2017

November 24th, 2017 Posted by

“Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating with the full range of human emotion — not just what appears to be pretty or perfect.” Those are the first words on the Snapchat blog, written by Evan Spiegel, Snapchat CEO and co-founder. That was back in 2012 when Snapchat only worked on iOS devices and users could only send photos.

(more…)

impact sponsorship live sport ott social media

The Impact on Sponsorship of Live Sport Gaining Traction on OTT and Social Media

November 15th, 2017 Posted by

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…)

Inside Sponsorship - Simon Hawk - Etihad Airways Australia - Episode 47 - November 2017

Inside Sponsorship – Simon Hawk – Etihad Airways Australia – Episode 47 – November 2017

November 8th, 2017 Posted by

Right around the world, sponsorship is a key marketing strategy for airlines. We often see them sponsoring high profile sports, who have big and global TV audiences, but increasingly, we are seeing airlines add or increase non-sports properties to their portfolio. One of those airlines is Etihad Airways, a truly global airline not just in terms of status but also the way they approach their sponsorships. (more…)

2017 Sponsorship Summit

5 Things I Took Away From Sponsorship Summit – NZ

November 2nd, 2017 Posted by

Summit, Conference, Convention … whatever label we give them, these types of events can provide us with a really rewarding experience. Last week, I was lucky enough to attend the Sponsorship Summit – New Zealand, in Auckland. As I boarded the plane back home to Australia, I pondered the big-ticket items I took away from this year’s event. (more…)

sponsorship skills and teams

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

September 20th, 2017 Posted by

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…)

Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions

Inside Sponsorship – Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions

August 30th, 2017 Posted by

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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Inside Sponsorship - Mistakes - Abby Clemence from Infinity Sponsorship

Inside Sponsorship – Sponsorship Mistakes – Abby Clemence from Infinity Sponsorship

August 2nd, 2017 Posted by

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…)

Inside Sponsorship - China - Claude Ringuet - Nielsen

Inside Sponsorship – China – Claude Ringuet from Nielsen

July 19th, 2017 Posted by

 

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

Enjoy.

   sponserve inside sponsorship podcast omny button   Inside Sponsorship Podcast

 


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