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SPORT SPONSORSHIP Presented by James Wynne Director of Sport, Slattery Communications

SPORT SPONSORSHIP Presented by James Wynne Director of Sport, Slattery Communications. Slattery Communications is synonymous with Sport serving clients across a broad range of sports disciplines including… - Consultants to IRFU for two decades

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SPORT SPONSORSHIP Presented by James Wynne Director of Sport, Slattery Communications

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  1. SPORT SPONSORSHIPPresented by James WynneDirector of Sport, Slattery Communications

  2. Slattery Communications is synonymous with Sport serving clients across a broad range of sports disciplines including… • - Consultants to IRFU for two decades • - Commercial & Marketing partner to Manchester United • - Sponsorship management on behalf of brands such as Allianz, Ladbrokes, Guinness, MBNA and many more

  3. My Career in Sport…

  4. 1986… Tullamore AFC…under-11s

  5. 1990s…

  6. 1998… Straight and Narrow…

  7. Sports Marketing It’s a story of evolution…

  8. Market Conditions • The Sponsorship Market is changing rapidly… • TV revenues melting away • A Buyer’s Market • Rights holders need to adapt to the needs of sponsors to deliver a ‘value proposition’

  9. Market Conditions “Conventional Sport Sponsorship has lost its edge” • Patrick Nally of West Nally… • the ‘Godfather’ of Sports Marketing

  10. Market Conditions SPONSORSHIP

  11. Market Conditions PARTNERSHIP

  12. Market Conditions RELATIONSHIP

  13. Market Conditions • Mature marketplace • Brands increasingly skilled at leverage • “added value” for consumers / partners • Brand revenue generation streams!

  14. Our 5 Step Process • Sponsorship Valuation • Identify Range of Potential Sponsor Targets • Develop Specific Sponsorship Programme • Develop Appropriate Marketing Collateral             • Go to Market

  15. Definitions 1. Sponsorship Valuation: This stage involves collating all relevant in formation relating to the tangible (media exposure, branding etc.) and intangible (perceived quality, audience affinity etc.) assets relating to the sponsorship property. Sponsorship valuation methods can then be applied to reach a realistic valuation of the property

  16. Definitions 2. Identify Range of Potential Sponsors: Divided by sectors, the target brands / organisations will be established including the relevant contact and contact details within each organisation to begin approaching potential sponsors with the proposition.

  17. Definitions 3. Develop Specific Sponsorship Programme: Establish the key brand benefits to the potential sponsor from branding and activation of the sponsorship at specific events etc. to opportunities to leverage the partnership

  18. Definitions 4. Develop Appropriate Marketing Collateral: Develop look and feel of the sponsorship package to include tailored presentations, imagery and footage etc. to aid in presenting the proposition to market in a compelling manner.

  19. Definitions 5. Go to Market: Contact and follow up on leads. Establish diary of presentations. Weekly updates on progress and lead status. Tailor packages for targets. Broker a Deal!

  20. Definitions Know your strengths Know your target’s business Think Partnership! Deliver a commercially focused solution through sponsorship

  21. Contact me… James Wynne Director of Sport Slattery Communications Limited T: +353 1 6614055 M: +353 86 8186418 Twitter: @jwsport E: james.wynne@scomms.ie W: www.slatterycommunications.ie

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