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January 24-25, 2017
HOSPITAL HILL RUN RACE DIRECTOR CONFERENCE& ESP PROPERTIES
SPONSORSHIP TRENDS AND BEST PRACTICES
We are WPP’s sports and entertainment agency dedicated to rightsholders -driven by insights and data, with a digitalfocus. We help rightsholders generate and increase revenues from audiences, media, and brands.
Helping you unlock more revenue
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We help rightsholders make more money through visitor, sponsorship, and media revenues.
Our approach is to understand, engage and grow audiences.
The unprecedented disruption in the media landscape demands a new approach.
We understand brands and audiences.
CONSULTING SALES INVESTMENT
STRATEGIC EXECUTION
What We Do
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Total Global Sponsorship Spending
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Total North American Sponsorship Spending
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North American Sponsorship Spending in Endurance Sports
8*Explanation of Index: Sports Apparel & Equipment Companies are 7.1 times more likely to sponsor Endurance Properties than the average of all sponsors of Endurance Properties in this data set based on ESP data.
Most active sponsor categories are defined by the number of sponsorships in 2016 that the category has with top U.S. Endurance Sports.
Legend
Total Categories in Dataset: 67
Total Deals in Dataset: 1,6771.7
1.8
2.0
2.2
2.5
3.2
3.3
3.4
3.7
5.0
7.1Sports Apparel & Equipment
Beverages – Nonalcoholic
Food – Sports Nutrition
Medical
Insurance
Food
Beverages – Alcoholic
Hotel & Resort
Photo Services
Restaurant
Auto
MOST ACTIVE SPONSOR CATEGORIES – U.S. ENDURANCE SPORTS
9*Explanation of Index: Gatorade sponsors 36% of all Properties in this data set based on ESP data.
36%
25%
19%
18%
18%
15%
14%
14%
14%
14%
Gatorade
Michelob Ultra
PowerBar
Marathon Foto
Clif Bar, Inc.
Fond Memories Graphics
UPS
Transamerica
Toyota
Glukos
MOST ACTIVE BRANDS – U.S. ENDURANCE SPORTS
FOOD
CATEGORY LEAD PROSPECTS
INSURANCE
HOTEL & RESORT
AUTO
TOP BUSINESS CATEGORIES AND PARTNER PROSPECTS
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Top Sponsor Category Hot Buttons
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Insurance
Why They Sponsor Endurance:
• Tout new product lines• Build prospect database/ generate leads • Acquire new customers• Entertain/ interact with customers and business
partners• Employee engagement
Why They Sponsor Endurance:
• Demonstrate luxury amenities and premier hotel experience for runners
• Rewards that can be used to draw customers• Appeal to franchisees• Ability to cross promote/tie-tin airline, rental car or
credit card partners• Cosponsors that add value to chain’s own
promotion in exchange for exposure to its guests• Reinforce hotel as a local business
Hotel & Resort
Food Auto
Why They Sponsor Endurance:
• Connect with consumers outside of showrooms• Make added value offers to owners/prospects• Build dealer traffic and test drives at endurance
events• Create buzz for new models• Showcase technology, design and function • Build prospect database among participants
Why They Sponsor Endurance:
• Promote new products/line extensions• Drive consumer sales among participants• Drive in-store traffic• Involve vendors (if applicable) • On-site sales/concession rights• Gain proprietary platforms• Support brand attributes• Gain platforms for retail promotions/displays
AUDIENCE RESEARCH
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DEMOGRAPHICSPASSION POINTS ANDAUDIENCEHABITS
PROPERTYIMAGE
AUDIENCE ENGAGEMENT
SPONSORSHIP IMPACT DATA
DATA POINTS
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DEMOGRAPHICS LIFESTYLE & PASSION POINTS
DEMOGRAPHICS AND AUDIENCE INSIGHTS
Research Consumer Habits
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• Sponsorship awareness
• Impact on brand
• Ad recognition
• Social recognition
• Likes and dislikes
Survey Your Audience
AUDIENCE ENGAGEMENT AND SPONSORSHIP IMPACT
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Renew your Partnerships
Tell StoriesThat Sell
Advise How to Maximize Return
Customer insight
Target market strategy
Bespoke activation
Audience/customer feedback
Multi-channel activation
Campaign performance
Brand exposure
Sales
ROI
USING DATA AND ANALYTICS TO:
SPONSORSHIP CASE STUDIES
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Walt Disney World Marathon Presented by Cigna
• Cigna partnered with the Walt Disney World Marathon in order to extend its “Together, All the Way” global brand campaign for improving consumers’ health and well-being via preventative care. The partnership helped amplify their message before, during and after race weekend via:
• Fun runs for clients and brokers nationwide leading up to the race• Social media-fueled activations including community interaction through
#CignaRunTogether leading up to the race as well as three different photo ops at the pre-race expo where attendees could choose their interactive background showing them running in different locations around the globe
• A mobile wellness van where runners could receive various health stats and get their blood pressure taken
• Sponsorship of Achilles International to help provide free race entries and support for individuals with disabilities
• Companies that already have values around health and wellness are a natural tie-in to endurance events and can help reach a broader audience via pre-, during and post- event engagement.Key Takeaway
Activation
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Rock ‘n’ Roll Marathon Series and Toyota
• As the Official Vehicle of the Rock ‘n’ Roll Marathon Series and the Title Sponsor of the Toyota Rock ‘n’ Roll Concert Series, Toyota engages race participants and spectators through a variety of on-site activities:
• Along with display vehicles at the finish line, Toyota showcases a line-up of vehicles during their Ride & Drive events at the expos, giving marathon runners an exclusive opportunity to experience a Toyota vehicle. They also receive a $10 gift certificate to the Brooks Official Merchandise Store by participating.
• Toyota’s free Concert Series for racers and spectators features major headliner performances at post-race finish line festivals across the United States, providing a unique experience for consumers.
• By enhancing the participant experience and subtly incorporating product, auto companies are finding unique ways to engage consumers predominantly while on-site where they can interact directly with the brand.Key Takeaway
Activation
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FOOTWEAR HOT BUTTONS: Support brand positioning Gain platforms for retail promotion Borrow imagery and credibility of property Expand consumer base Demonstrate social responsibility
Increase awareness and downloads of a digital application through the use of corporate social responsibility initiative.
• In an effort to encourage use of their running application “Mizuno Baton”, Mizuno donated $1 for every mile logged during a single to Back on My Feet, a nonprofit which promotes self-sufficiency for the homeless through running.
• The promotion was supported by a dedicated website where runners could learn about Back on My Feet and track how much money had been raised.
• App users had the option to share a photo of their run with their social network, and “pass the baton” to a friend via social media, email or text, helping Mizuno capture key consumer data.
Key Takeaway
Activation
• Successful partnerships are formed when sponsors are able to support a property and a property is able to help that sponsor solve their business objectives.
MIZUNO & BACK ON MY FEET
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ACCESSORIES HOT BUTTONS: Support brand positioning Gain platforms for retail promotion Borrow imagery and credibility of property Expand consumer base Demonstrate social responsibility
Provide a key resource for event participants while supporting an important brand initiative
• CamelBak provided all cyclists of the Giro d’Italia branded water bottles (approximately 23,000) throughout the duration of the competition.
• The cyclists, who have a tendency to throw water bottles on the road once they are finished, were encouraged to toss their empty bottles into branded “green zones,” where the bottles were later collected for recycling.
• Money collected from recycling the water bottles was donated to local charities.• CamelBak also wrapped on-course vehicles that were used to provide on-route
hydration for riders.
Key Takeaway
Activation
• In order to better engage endemic brands, properties must find ways for the brand to not only showcase their product but also communicate current brand initiatives.
CAMELBACK & GIRO d’ITALIA
CONTENT CREATION
Cellucor’s partnership with Tough Mudder takes a multi-faceted 360 degree approach with both on-site activations and pre-event weekly custom content to engage participants. Benefits include:
• Recognition as “Official Global Energy and Dietary Supplement Sponsor” of Tough Mudder
• Production of a weekly series of training videos with Tough Mudder legend coach that is promoted across both Cellucor’s and Tough Mudder’s channels
• Experiential promotion before, during and after the race:• Before: Promotion of ready-to-drink performance drink C4 on the Go to racers beforehand
during training via content series• During: Sponsorship of two on-course hydration stations with their Alpha Amino to keep
Mudders hydrated during the race as well as an on-course obstacle• After: Activates at the finish line with towels and free product samples distributed
Creating a content series throughout the lifecycle of the sponsorship, that not only promotes the sponsor but also benefits you and your participant audience, is a win-win. Key Takeaway
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TOUGH MUDDER AND CELLUCOR
Activation
MilkPEP’s partnership with IRONMAN included a multi-channel activation plan for their initiative surrounding chocolate milk and recovery. Benefits included:
• Recognition as “Official Refuel Beverage” of IRONMAN.
• Activation space and sampling opportunities at the pre-race health expo and in post-race finish chute.
• Use of the IRONMAN Network to produce content surrounding the training regimen of sponsored athletes including following the training journey of Apolo Ohno from speed skating legend to IRONMAN finisher.
• Traditional integration across IRONMAN’s digital platforms
By creating 360-degree sponsorship programs that are extended through content, sponsors can activate around them year-round.
Key Takeaway
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MILKPEP AND IRONMAN
Activation
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Marathon Kids & Nike
Improve the health of children by providing them with the tools, motivation and support to live happier, healthier lifestyles.
• In 2015, Marathon Kids and Nike entered into a multi-million dollar, two year partnership to set up a running program that allows kids to run the equivalent of up to four marathons over the course of a school year with either their school, community, and/or family and friends, giving out rewards when each marathon milestone is completed.
• Marathon Kids created an app that can sync to the Nike+ Running App so parents can track their kids’ runs.
• Nike posts about their partnership on their Nike News page and promotes the partnership on public forums, such as local podcasts.
• In January 2016, Ellie Goulding partnered with Marathon Kids, Nike and Songkick to raise money and awareness for Marathon Kids during her “Delirium” Tour in the U.S.
Activation
• Over the past year, Nike has helped expand Marathon Kids into 15 new cities by putting the power of a global company behind a small grass-roots effort, giving rewards to the kids who participate, keeping Nike followers up-to-date on the partnership by posting on their website, and by tapping into their celebrity brand ambassadors. Key Takeaway
THE FUTURE
