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

Hello ;-)

Fredda Hurwitz
Global VP – Strategy & Marketing
@FreddaHurwitz
© Havas Sports & Entertainment

Jez Jowett
Global VP – Digital & Social Media
@Jezmond

What we’ll share today

01
Part 1 : A light introduction 
Part 2: What’s hot and trending 
Part 3: Five guiding principles
!
!

A Light Introduction


Football shirt sponsor #FAIL 1
Teen clothing store sponsorship of FC Nurnberg

Sharia law results in Muslim players’ boycott

Bimbo Bakeries and various clubs

XL Holidays and West Ham (before and after ’09 collapse)

Bonar, unfortunate terrace chanting

Venue Naming / Sponsorships #AMUSING 1
From rock to religion, @ the Jiffy Lube Live

Title Sponsorship #FAIL
Waste Management without activation

CELEBRITY AMBASSADOR #FAIL 1
Samsung Athlete Tweets Props for Galaxy S4 — From an iPhone

Britney Spears for Pepsi, caught red can handed

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


What’s hot, what’s trending and what you
need to know

So what is hot and trending?

Passion points are vast

01


Formula 1 & F1 Rocks

Proving a huge ‘hit’ on field, on screen and on stage

MTV & MLB

Combining passion, adrenaline and performance off track

Fans and customers appreciate  
smart (and meaningful) sponsorships

02


Nike Back to the future

Nostalgia, innovation, social media & cause

Orange 
RockCorps

Volunteering is now a socially accepted badge & currency

The kindness offensive

Random acts of kindness get noticed (and go viral)

Sainsbury 
Paralympics

Doing good, is good for business (Sainsburys +NPS)

Digital and data are changing sponsorship

03


New rights & assets

Digital rights fiercely fought over (and still un-tapped)

NBA.com

Digital and data provide unique and premium content

Real Time Marketing (through digital)

Real time and ambush opportunities, only through digital / always on & listening

Sporting Park stadium, Kansas City

Digitally optimized stadiums with great fan experiences


!41

Digital applications and commerce

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

Fans and brands as storytellers

04


Eurostar

Brands and consumers as storytellers

Rolex Daytona

Sponsorship stories need to be told

Social Media at your fingertips

05


High speed, high bandwidth required

Massive bandwidth requirement , or WIFI parter

SoMe signage, check ins and CTA a must

Encourage sharing and gamification

Fan participation

06

06

Enter the Game

Smart brands immerse fans into the game / product

Co-creation & crowd sourcing

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

State-of-the-art venues

07


MLB Stadium 
Apple’s iBeacon

Stadiums more convenient and interactive for fans

San Francisco 49ers Stadium 
software-driven

Software driven stadium, not a hardware driven stadium - thanks to Sony kit.

Big, bold and personalised

08


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

Small and perfectly formed

09


Durex 
Intimate sessions

A role for small, intimate and more personable venues

Red Bull 
Revolution in Sound

780 fans experienced pod performances on the EDF London Eye

Innovation is everywhere

10


Nike 
Laser projected soccer field


Heineken 
Ignite innovative bottle


Ultimately everything boils down to value
and impact

11


Measured in real time/dashboards


Quick recap

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


A few parting thoughts


Relevance
Know who you’re speaking with, why and
who you are
(Not who you’re selling to and when)


Language

Use the brand’s buzz words and DNA
!

(Make it easy for them to share, un-edited)


Partnerships

Think partnerships & shared value
!

(not sponsorship & transactions)


Interactive

Go beyond TV, turnstiles & tickets
!

(digital, social, streams and stadia-media)


Innovate

Involve, experiment, innovate openly
!

(embrace the power of the crowds)


Thank You!

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

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