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MediaCom Engage ConferenceMaking Sport PaySport as a Marketing MediumEdinburgh, 10th May, 2012
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Amplifying sports rightsEffectively
OUR perspective
MONTLHY FOOTPRINT OF 5.5 MILLION
Multi-platform with web, radio & mobile offerings
Newly secured global radio faplbroadcasting rights
Uk’s largest sports magazine
Entirely ad-funded & free in london
Available nationally on apple newsstand
SUCCESS BUILT ON UNDERSTANDING sports FANS & Compelling content
Investment in sport is growing
Source: The Guardian/BBC
PREMIER LEAGUE NAMING RIGHTS ARE NOW WORTH £82.3 MILLION - 25% MORE COMPARED WITH 4 YEARS AGO
AON PAID MAN UTD £80M FOR 4 YEARS SHIRT SPONSORSHIP - 42% MORE THAN AIG PAID IN 2006
7 factors FORSUCCESSFU
LSPORT SPONSORSHIP
1) PARTNERSHIPS NOT SPONSORSHIPS
MEDIA OWNEREXPERTISE
BROADCAST TALENTLIVE RIGHTS
CLIENTASSETSIDEAS
SPORTS TALENTCOMMUNICATION
FLEXIBILITY
SHARING
2) MULTIPLE TOUCHPOINTS DRIVE SUCCESS
3) Evolving rights acquisitions
MEDIA OWNER
Existing Rights
Existing Rights
Potential Rights
Potential Rights
3) Talksport context
Potential Rights
Potential Rights
3) Talksport context
4) Before you sign
MANY AGREEMENTS ALREADY HAVE CLEARLY EXISTING PARAMETERS
Talent - content - platforms
5) Social media should be embraced
6) Building credibility takes time
6) Building credibility takes time
7) Stand out from the crowd
Key events can become cluttered & daunting...
7) Stand out from the crowd
Key events can become cluttered & daunting...
...Are you buying engaged consumers or just an audience?
To Recap
• Partnerships need communication, honesty & flexibility
• Multiple touchpoints drive success
• Evolving live rights and buying more
• Before you sign...ask
• Embrace social media
• You can’t buy credibility
• Stand out from the crowd
The future is bright
COCA COLA & TALKSPORT: FIRST-TIME
PARTNERSHIP FOR EURO 2012
2012. Our year of sport