Date post: | 20-Aug-2015 |
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Slingshot Sponsorship Jackie Fast, Managing Director
THE EVOLUTION OF SPONSORSHIP: A Sponsorship Agency Perspective
A bit about me...
Twitter: @JackieFast @Slingshot_UK
www.slingshotsponsorship.com
Sponsorship Past...
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JERSEY SPONSORSHIP
1973 Gunter Mast & Jagermeister
Traditionally sponsorship was...
Purchased with hospitality budgets
Focussed on logos & media
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2008...
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Growth decreased...
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Spend decreased...
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Marketing shift...
One way communications became
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Two way communications
New channels...
Influx of new marketing channels
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How we engage...
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Who is engaging...
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A new world...
New platforms & new synergies
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Benefits of the economic crisis
1. Forced businesses to change
• New revenue streams
• Business synergy
2. Forced brand sponsorship to
change
• Sponsorship as marketing
• Need for measurement www.slingshotsponsorship.com
Why Sponsorship?
Provides the perfect platform for
engagement:
• Interactive
• Fan loyalty
• Brand experiences
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Sponsorship Today...
Logo & media vs Engagement
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Everyone Wins...
Win for the Audience, Win for the
Sponsor & Win for the Rights Owner
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More stats for 2011...
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Global spending = $48.6 billion (5.1% growth)
Outpacing media spending growth of 4%
Entertainment sponsorship = 4.6%
Sport sponsorship spending = 6.2% making it
the fastest growing sector
Sponsorship Now...
JAY Z & BING
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INTRIGUING
Sponsorship that is...
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ENGAGING
Sponsorship that is...
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INTERACTIVE
And most of all...
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Using social networks & interaction
Coca-Cola Polar Bowl...
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9 million users tuned in
Average dwell time of 28 minutes
Cost of a 30 second slot during the
Super Bowl costs $3.5million
The stats...
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Closer to home...
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ASUS & Little Noise Sessions
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Provide credibility to the Asus
campaign & new laptop product
Build brand awareness in the UK
OBJECTIVE:
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Partnering with one of the most prestigious music events in London
SOLUTION:
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Partner with one of London’s most
prestigious music events
Mencap’s Little Noise Sessions RESULTS:
ASUS reached over 6.4 million
Exclusive press area
Charity support
ASUS laptops in Green Room (with a
couple taken home by artists!)
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Autosport Awards...
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OBJECTIVE:
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Respond to growing needs of sponsor
engagement by the magazine
Create a year long promotional
programme
Work with sponsors to create synergies
within the partnership
SOLUTION:
www.slingshotsponsorship.com
Streaming of the event
Consumer engagement
SOCIAL MEDIA:
www.slingshotsponsorship.com
100% renewals
Sponsors involved include: Castrol, BMW,
Mercedes, Pirelli, and more
RESULTS:
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The Future of Sponsorship...
Outside of NA, Europe will remain the
largest source of sponsorship spending
followed by Asia Pacific.
Sponsorship with digital will increase.
Worldwide spending projected at 4.9%
increase to $51 billion.
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Takeaway Tips...
It’s not about logos
Integrate your channels
Work with your partners to create
something truly unique
www.slingshotsponsorship.com
REMEMBER ADD VALUE & ENGAGE
T: 0207 226 5052
E: [email protected] Tw: @JackieFast
Jackie Fast, Managing Director
www.slingshotsponsorship.com
KEEP IN TOUCH