Slingshot Sponsorship Breakfast Event 2014: The Future of Sponsorship
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The Slingshot Sponsorship team open the doors to their agency and discuss a number of best practice tips for each industry sector including sport, charity, business, and digital sponsorship.
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Slingshot Sponsorship Breakfast Event 2014: The Future of Sponsorship
- 1. Slingshot Breakfast 16th June 2014 8.30am – 11.30am
- 2. Agenda The Shift in the Sponsorship Industry Charity Sponsorship: What you need to know Slingshot Sponsorship Bootcamp: What’s involved How Sponsorship Can Help Turn an Idea into Reality Commercialising Sport in the UK Q & A with the Slingshot Team
- 3. Jackie Fast MD, Slingshot Sponsorship jackie@slingshotsponsorship.com @JackieFast
- 7. It’s Not Just About the Logo
- 8. It’s Not Just About the Logo
- 9. The Shift in the Sponsorship Industry
- 10. 1973 Gunter Mast & Jagermeister
- 12. 2012 Manchester United & Aon
- 13. “The Shift”
- 14. A Need to Find New Revenue Changed the Way Brands Purchased Sponsorship
- 15. Influx of Digital Channels Two Way Communications Engagement
- 17. Q&A Time
- 18. Charity Sponsorship: What you need to know Daisy Rowlinson daisy@slingshotsponsorship.com @daisyrowlinson
- 19. Same Pot of Money Good Cause and Valuable CSR Strategy and Relevance Show ROI
- 20. USP - Differentiate Match Prospects Show Connection
- 22. Leading in Digital Support for Senior Citizens in the UK
- 24. 7 million Digitally Disadvantaged People Mutual Benefits
- 25. Q&A Time
- 26. Slingshot Sponsorship Bootcamp: What’s involved Jamie Dey jamie@slingshotsponsorship.com @DeyJamie
- 28. Our Bootcamp has Evolved Specifically Designed to Up-skill Teams and Empower Organisations Highly Tailored Significant ROI
- 30. Uncovering Valuable Assets Articulating Benefits Proposal Understanding your Prospects
- 31. £1.27 million Raised for Over 50 Bootcamp Clients to Date Average of £25,400
- 32. Investor Donations Pulled Sponsorship was the only way to keep the dream alive Secured a Bank!
- 33. Q&A Time
- 34. How Sponsorship Can Help Turn an Idea into Reality Katie Cavanagh @kakiecavanagh katie@slingshotsponsorship.com
- 36. 9 Weekends Dispelling Myths Retailer Engagement Consumer Trends
- 37. Strategy Adopted: Restructured Offering Centralised Communications Implemented Social Media Strategy
- 39. Results: Created the UK’s Largest Sustainability Roadshow Doubled Revenue Target in Under 6 Months Engaged 4 of the Largest Brands in the UK Hammerson Restructured & Centralised Internal Team
- 40. Store Engagement Photobooth A Pledge for a Tree
- 42. SEALIFE CENTRE
- 44. Q&A Time
- 45. Commercialising Sport in the UK Alex Howells alex@slingshotsponsorship.com @ajhowells
- 46. COMMERCIALISE?
- 49. The Media Game has Changed…
- 51. The Men’s Boat Race has been Televised Since 1938… …77 Years Later, the Women’s Race will also be Televised Live from the Tideway.
- 57. Q&A Time
- 58. Interested in… E: jamie@slingshotsponsorship.com Tw: @Slingshot_UK E: daisy@slingshotsponsorship.com www.slingshotsponsorship.com …Charity Sponsorship …Sport Sponsorship …Launching a Campaign E: katie@slingshotsponsorship.com …the Bootcamp E: alex@slingshotsponsorship.com …the Shift E: jackie@slingshotsponsorship.com T: 020 226 5052
Editor's Notes
- 4 years ago… Spotting an opportunity
- NOTE TO JACKIE – didn’t know which picture would be better
- A new age in jersey sponsorship began in 1973, when Günter Mast, the nephew of Jagermeister creator Curt Mast, had the brilliant idea of placing the German liqueur’s stag and glowing cross logo on German Bundesliga squad Eintracht Braunschweig’s uniforms. Mast had previously launched a Jagermeister-sponsored motor racing team, but saw an incredible opportunity in the world’s top sport. “Through football, you could reach all sections of the population,” he said, according to a 2008 Soccernet article. Mast, who died earlier this year, paid Eintracht Braunschweig anywhere from 160,000 Marks to 800,000 Marks over five years to put the Jagermeister logo on the front of its shirts. Initially, the German football association denied the club’s request, but the league was powerless when Eintracht Braunschweig’s players voted to replace their traditional logo with the Jagermeister stag. On March 23, 1973, the team made its debut against Schalke in its new uniforms. Seven months later, the Bundesliga officially sanctioned jersey sponsorship.
- £80million for 4 years NOTE FROM DAISY – FIFA WON’T LET SHIRTS HAVE SPONSORS FOR WORLD CUP SO LEFT IT AS AON
- Recession
- Communications
- The future of Sponsorship
- Here at slingshot we’ve worked with over 50 charities. There are problems that arise time after time. I’m going to highlight three areas in particular and give insight Same pot of money- Corporations do want to put money aside for charities, either for PR and CSR or a form of marketing. Which means that Charities are after the same pot – high competition. So many charities But we’re a good cause and ‘don’t underestimate value of being associated with our charity’ – charities are amazing companies, however it is unrealistic to assume a corporation with part with z amount of money because of your good cause, they want to see their future ROI – also all charities are a good cause!! You need to prove value – who wouldn’t say this – there when the opposites of statements are not also positives means that these are essentials rather than positives (client-focused • environmentally conscious • value for money • caring • professional) Corporations have certain CSR strategies that need to be followed and you may find that your charity doesn’t fit it there – also brands may be concerned that your charity work doesn’t relate to your company eg moonwalk walkthewalk wouldn’t go to topman for sponsorship Companies aren’t prepared to give over a pile of money and have to idea where it is going to – PR – want to see that it is worth it – want to see ROI
- Give you insight for overcoming these barriers – climbing that ladder to get to where you want to be One of things that is clear that how often these problems occur with every charity. Therefore you need to make yourself UNIQUE and differentiate yourself from all the other charities!! Find your USP How are you different? If you stopped what would happen? What challenges are faced which you solve? What do you offer that no one else can marie curie, movember, mencap, teenagers young people Match up audiences, make fundraising events apply to the brand – eg topshop don’t want to do coffee morning - movember wouldn’t go to topshop, and fit into csr strategy, choose brands that work with you, engage with customers and staff Show the Connection – show brands where their money is going, this is true ‘value’ of how their brand is used and portrayed Macmillan Connected lets people diagnosed with cancer talk to people who have been affected in some way – clear connection with brand and rights holder – similarly boots and macmillan, macmillan boots health experts available to talk BMIP and boots mac beauty advisors Product with rights holder – integration and roi
- spark– all these things put together Spotting opportunities Brand purchased on behalf of charity
- The reasoning was that we set up Slingshot as a full service agency, but we had some many requests for help for organisations that didn’t make sense for them to purchase the Bootcamp as the fee would reduce any benefit of ROI, etc.
- Agenda – go through the process
- Common mistakes - As we discussed, this will be really interesting and also helpful in terms of insight (making it less of a sales pitch). Highlight areas that we see are issues with all properties across the board. The issues tend to include the proposal, articulating the benefits, and selling the items that are most valuable to a brand. It could also include the brands you are approaching and the way you approach them
- Results - Proof is in the Pudding - Highlight some of our greatest results, talk both about money, but also about other benefits – numbers, commercial opportunities etc
- OK, so I’m going to be talking about a key case study of ours – Hammerson PLC. I’m not sure how aware many of you will be about Hammerson. Well, they are, one of Europe’s largest retail property developers. THIS WAS THE CONCEPT – OUTLINE WHAT GAP & HAMMERSON HAD SET OUT TO DO Premise was to bring sustainability to the masses.
- OK, so I’m going to be talking about a key case study of ours – Hammerson PLC. I’m not sure how aware many of you will be about Hammerson. Well, they are, one of Europe’s largest retail property developers. THIS WAS THE CONCEPT – OUTLINE WHAT GAP & HAMMERSON HAD SET OUT TO DO Premise was to bring sustainability to the masses.
- OK, so I’m going to be talking about a key case study of ours – Hammerson PLC. I’m not sure how aware many of you will be about Hammerson. Well, they are, one of Europe’s largest retail property developers. THIS WAS THE CONCEPT – OUTLINE WHAT GAP & HAMMERSON HAD SET OUT TO DO Premise was to bring sustainability to the masses.
- OK, so I’m going to be talking about a key case study of ours – Hammerson PLC. I’m not sure how aware many of you will be about Hammerson. Well, they are, one of Europe’s largest retail property developers. THIS WAS THE CONCEPT – OUTLINE WHAT GAP & HAMMERSON HAD SET OUT TO DO Premise was to bring sustainability to the masses.
- RESULTS