Sponsorship trends for 2014 (marketing, branding, naming, rights, events, digital, social media)

Hello ;-)

Fredda Hurwitz Global VP – Strategy & Marketing @FreddaHurwitz

Jez Jowett Global VP – Digital & Social Media

@Jezmond

01Part 1 : A light introduction Part 2: What’s hot and trending Part 3: Five guiding principles

What we’ll share today

A Light Introduction

Football shirt sponsor #FAIL 1 Teen clothing store sponsorship of FC Nurnberg

Football shirt sponsor #FAIL 2 Sharia law results in Muslim players’ boycott

Football shirt sponsor #FAIL 3 Bimbo Bakeries and various clubs

Football shirt sponsor #FAIL 4 XL Holidays and West Ham (before and after ’09 collapse)

Football shirt sponsor #FAIL 5 Bonar, unfortunate terrace chanting

Venue Naming / Sponsorships #AMUSING 1 From rock to religion, @ the Jiffy Lube Live

Venue Naming / Sponsorships #AMUSING 2

Title Sponsorship #FAIL Waste Management without activation

CELEBRITY AMBASSADOR #FAIL 1 Samsung Athlete Tweets Props for Galaxy S4 — From an iPhone

CELEBRITY AMBASSADOR #FAIL 2 Britney Spears for Pepsi, caught red can handed

CELEBRITY AMBASSADOR #FAIL 3 Sun Yang humiliates Hyundai with Porsche blunder, and no license

GYM SPONSORSHIP #FAIL Krispy Kreme’s inappropriate sampling

MOUSTACHE SPONSORSHIP #FAIL #WIN Des Lynam purple ‘tach for Nintendo launch

Spice Girls Sponsorship #FAIL No scooter license

A few numbers to get us in the mood….

Investment isn’t slowing down

But fans’ views about sponsorship are changing

Fans want both engagement & involvement…

…and would care more about brands who support causes than entertainment

Impact + Influence

Get it right, and fans could become your advocate

So what is hot and trending?

What’s hot, what’s trending and what you need to know

Passion points are vast

Proving a huge ‘hit’ on field, on screen and on stage

Formula 1 & F1 Rocks

Combining passion, adrenaline and performance off track

MTV & MLB

Fans and customers appreciate smart (and meaningful) sponsorships

Nostalgia, innovation, social media & cause

Nike Back to the future

Volunteering is now a socially accepted badge & currency

Orange RockCorps

Random acts of kindness get noticed (and go viral)

The kindness offensive

Doing good, is good for business (Sainsburys +NPS)

SainsburyParalympics

Digital and data are changing sponsorship

Digital rights fiercely fought over (and still un-tapped)

New rights & assets

NBA.com

Digital and data provide unique and premium content

Real time and ambush opportunities, only through digital / always on & listening

Real Time Marketing (through digital)

Digitally optimized stadiums with great fan experiences

Sporting Park stadium, Kansas City

Digital experiences at game: cheering, voting, sharing. Buying!

Digital applications and commerce

Fans and brands as storytellers

Eurostar

Brands and consumers as storytellers

Sponsorship stories need to be told

Rolex Daytona

Social Media at your fingertips

Massive bandwidth requirement , or WIFI parter

High speed, high bandwidth required

Encourage sharing and gamification

SoMe signage, check ins and CTA a must

Fan participation

Smart brands immerse fans into the game / product

Enter the Game

Changing from ‘me’ to ‘we’. The Hawthorn Effect

Co-creation & crowd sourcing

State-of-the-art venues

MLB StadiumApple’s iBeacon

Stadiums more convenient and interactive for fans

San Francisco 49ers Stadiumsoftware-driven

Software driven stadium, not a hardware driven stadium - thanks to Sony kit.

Big, bold and personalised

Samsung surround sound (and stadiums)

Branding and interactivity from all routes to stadiums

Big OOH for impact & impression

Premium and world famous sites still heavily desired

Small and perfectly formed

DurexIntimate sessions

A role for small, intimate and more personable venues

Red BullRevolution in Sound

780 fans experienced pod performances on the EDF London Eye

Innovation is everywhere

Nike Laser projected soccer field

HeinekenIgnite innovative bottle

Ultimately everything boils down to value and impact

Measured in real time/dashboards

1. Passion points are vast

2. Fans and customers appreciate smart sponsorships

3. Fans and brands as storytellers

4. Digital and data are changing sponsorship

5. Social media sign posting and CTA’s

6. Fan participation

7. State-of-the-art venues a must

8. Big, bold and personalized

9. Small and perfectly formed

10. Innovation is everywhere

11. ROI and real time, sells

Quick recap

A few parting thoughts

Relevance

Know who you’re speaking with, why and who you are

(Not who you’re selling to and when)

Use the brand’s buzz words and DNA !

(Make it easy for them to share, un-edited)

Language

Partnerships

Think partnerships & shared value !

(not sponsorship & transactions)

Go beyond TV, turnstiles & tickets !

(digital, social, streams and stadia-media)

Interactive

Involve, experiment, innovate openly !

(embrace the power of the crowds)

Innovate

Thank You!

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