Carwyn Williams
Senior Development Manager
Wales Millennium Centre
Board Director for Marketing & Sponsorship
Welsh Triathlon
Creating Attractive and Sustainable Sponsorships
Sponsorship
…is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property
IEG
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The Sponsorship Market
Total Global Sponsorship Spend
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The Sponsorship Market
Categories of Spend – North America
Why Companies Sponsor
Philanthropic: Individual Interest
CSR
Civic Pride
Feel Good Factor
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Commercial: Marketing Mix
Differentiation
Increase Brand Awareness
Targeted Marketing
Increase Sales
PR
Overcome Bad Publicity
Benefits
ROI
Assets & Packaging Rights
• Marketing collateral
• Audience database
• Positive work in the community
• Product placement
• Use of logos
• Endorsment
• Use of Content for website
• Use of property / venue for sponsor events, customer relation, product launches
Benchmarking & Valuation
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Fixed Package
- Pre determined & Off the Shelf
Bespoke Package
- Designed to be Mutually Beneficial
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Assets & Packaging Rights
Research & Evaluation
Finding a ‘Fit’ or ‘Synergy’ is Key
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Understand the Sponsor
“We get inundated with opportunities…..
People come to us and say ‘here’s how much we want’….
Nine times out of ten their pitch will fall on deaf ears. They haven’t done their homework and are just out there selling their thing without taking the time to think how it might suit us.”
Tony Ponturo, Global VP Sports Marketing
Anheuser-Busch
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Prospecting
How do you find a sponsor?
Research & Evaluation – Contact & Listen
Identify:
- Your Audience
- Their Audience
- Opportunity
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Proposal
How do you create an attractive and sustainable sponsorship?
- Tailor made to business objectives
- Use the Research & Knowledge
- Prepare focused outline in response
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Relationship Management
- Securing is just the first step
- First year – refine & tweak, respond to needs
- Continuous Research
- Hard Work & Over Deliver
- Demonstrate Value
- Creative Partnerships
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Alfa Romeo & WMC
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Conclusions
- Key is to understand business motivations and objectives for support
- Research
- Bespoke
- Ensuring package geared to drive value
- Evaluation & Measurement
Questions?
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CREATIVE EXERCISE
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