creating attractive and sustainable sponsorships

Carwyn Williams

Senior Development Manager

Wales Millennium Centre

Board Director for Marketing & Sponsorship

Welsh Triathlon

Creating Attractive and Sustainable Sponsorships

Sponsorship

…is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property

IEG

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The Sponsorship Market

Total Global Sponsorship Spend

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The Sponsorship Market

Categories of Spend – North America

Why Companies Sponsor

Philanthropic: Individual Interest

CSR

Civic Pride

Feel Good Factor

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Commercial: Marketing Mix

Differentiation

Increase Brand Awareness

Targeted Marketing

Increase Sales

PR

Overcome Bad Publicity

Benefits

ROI

Assets & Packaging Rights

• Marketing collateral

• Audience database

• Positive work in the community

• Product placement

• Use of logos

• Endorsment

• Use of Content for website

• Use of property / venue for sponsor events, customer relation, product launches

Benchmarking & Valuation

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Fixed Package

- Pre determined & Off the Shelf

Bespoke Package

- Designed to be Mutually Beneficial

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Assets & Packaging Rights

Research & Evaluation

Finding a ‘Fit’ or ‘Synergy’ is Key

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Understand the Sponsor

“We get inundated with opportunities…..

People come to us and say ‘here’s how much we want’….

Nine times out of ten their pitch will fall on deaf ears. They haven’t done their homework and are just out there selling their thing without taking the time to think how it might suit us.”

Tony Ponturo, Global VP Sports Marketing

Anheuser-Busch

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Prospecting

How do you find a sponsor?

Research & Evaluation – Contact & Listen

Identify:

- Your Audience

- Their Audience

- Opportunity

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Proposal

How do you create an attractive and sustainable sponsorship?

- Tailor made to business objectives

- Use the Research & Knowledge

- Prepare focused outline in response

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Relationship Management

- Securing is just the first step

- First year – refine & tweak, respond to needs

- Continuous Research

- Hard Work & Over Deliver

- Demonstrate Value

- Creative Partnerships

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Alfa Romeo & WMC

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Conclusions

- Key is to understand business motivations and objectives for support

- Research

- Bespoke

- Ensuring package geared to drive value

- Evaluation & Measurement

Questions?

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CREATIVE EXERCISE

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