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

© Havas Sports & Entertainment

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

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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


01

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


02

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


03

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

http://NBA.com

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

© Havas Sports & Entertainment !41

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


Digital applications and commerce


04

Fans and brands as storytellers


Eurostar

Brands and consumers as storytellers

Sponsorship stories need to be told


Rolex Daytona


05

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

06


Fan participation

06

Smart brands immerse fans into the game / product


Enter the Game


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


Co-creation & crowd sourcing


07

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.


08

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


09

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


10

Innovation is everywhere


Nike Laser projected soccer field


HeinekenIgnite innovative bottle



11

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!