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…)
Events, either stand-alone or as part of a rights holder, such as team community days or end of season functions, bring people together where they are highly engaged and usually with really positive attitudes.
For rights holders, there is a finite amount of time to deliver the event and, in turn, deliver for sponsors. There’s not a lot of wriggle room if something goes wrong. Still, for sponsors, events can be highly attractive because of a large gathering of highly engaged people from their target audience.
Whether you are a rights holder or a brand, all of this presents not just a big opportunity, but also a unique set of challenges in executing sponsorship.
Someone who is well placed to discuss the unique challenges, how to navigate them, and enjoy success, is Roberta Vigilance. Since 1997, Roberta, through her event planning company, Vigilance Style & Grace, has consulted and taught how to plan sponsored events and secure sponsors from local through to corporate brands and Roberta joins us on the show to discuss all things event sponsorship.
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…)
Whether you are a brand, or a rights holder, you’ve no doubt been in situations where a sponsorship has gotten off on the right foot, and with all the right intentions, but then one, or both, parties have struggled to bring the sponsorship to life and activate it well. (more…)
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…)
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…)
No doubt you have noticed that rights holders and venues across the world of sports are on a constant quest to enhance the spectator experience – at events and for those watching remotely – by adding entertainment elements, such as concerts, fan zones and enabling more access to star athletes.
As a music lover and sports lover, there isn’t too much more in the world that gives me more pleasure than a combination of both.
Trend #4 in Nielsen Sports’ Commercial Trends in Sport 2017 looks at The Greater Fusion of Sports and Entertainment. Whilst the trend discusses more than just music and makes mention of fan zones, access to talent etc, the statistics within the report are phenomenal. (more…)
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…)