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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 - PowerPoint PPT Presentation
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SPORT SPONSORSHIPPresented 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- Commercial & Marketing partner to Manchester United- Sponsorship management on behalf of brands such as Allianz, Ladbrokes, Guinness, MBNA and many more
My Career in Sport…
1986… Tullamore AFC…under-11s
1990s…
1998… Straight and Narrow…
Sports Marketing
It’s a story of evolution…
The Sponsorship Market is changing rapidly…TV revenues melting awayA Buyer’s MarketRights holders need to adapt to the needs of sponsors to deliver a ‘value proposition’
Market Conditions
“Conventional Sport Sponsorship has lost its edge”
-Patrick Nally of West Nally…the ‘Godfather’ of Sports Marketing
Market Conditions
SPONSORSHIP
Market Conditions
PARTNERSHIP
Market Conditions
RELATIONSHIP
Market Conditions
Mature marketplaceoBrands increasingly skilled at leverageo“added value” for consumers / partnersoBrand revenue generation streams!
Market Conditions
Our 5 Step Process
1) Sponsorship Valuation2) Identify Range of Potential Sponsor
Targets3) Develop Specific Sponsorship Programme4) Develop Appropriate Marketing
Collateral 5) Go to Market
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
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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.
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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
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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.
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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!
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Know your strengths
Know your target’s business
Think Partnership!
Deliver a commercially focused solution through
sponsorship
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Contact me…
James WynneDirector of Sport
Slattery Communications LimitedT: +353 1 6614055
M: +353 86 8186418Twitter: @jwsport
E: [email protected]: www.slatterycommunications.ie
