Archive for the ‘PR’ Category

We are looking for a Sponsorship Account Manager to work across a number of Generate’s key clients.

The role needs someone with at least 4 years’ experience working with sports brands and a strong PR, digital and social media background. 

Requirements

• Sport and entertainment activation experience for consumer brands
• Highly creative thinker
• Strong PR background and range of media contacts
• At least 2 years working on a digital  / social media campaign including development & delivery of concepts and campaigns, social media activation, content development, app development and blogger outreach

Responsibilities will include

• Account Management of key clients reporting into the Account Directors
• Management of junior account team
• Leading on digital social media strategies
• Leading client meetings
• Event management
• Development of creative ideas and concepts
• Proposal and evaluation writing
• New Business and Marketing for Generate

Salary and package on application

If you are interested in applying for the role please send your CV and a covering letter to bi@generatesponsorship.com

Many of the Olympic sponsors have engaged top athletes to leverage their 2012 sponsorships, using them in their above the line, appearances, PR….  The majority of PR coverage generated by sponsors so far has been branded interviews – nothing that has really stood out or sets them apart from other sponsors.

Today, the front page of most newspapers covered Princess Kate taking part in a training session with the GB women’s hockey team. A sport that usually fights for press coverage but today stood out as the main story, and backed by one of the most high profile female figures in the world. Tapping into the fact that Kate used to play hockey well and inviting her to meet the team and take part is a simple, cost-effective idea which is guaranteed to drive maximum press coverage over the world, as well as generate fantastic PR for the sport. Also great recognition for Investec who have invested in the women’s team which some might have questioned at the time when announced.

I’m sure many young girls over the country who look up to the Princess will take more interest in the sport.  No doubt many Olympic sponsors will be looking at this media coverage with envy and taking a closer look at the return they are getting from their ambassadors and their sponsorship. Team sponsors SKY, Aviva and now Investec seem to be winning the Games cut-through for me.

MS

Generate invited media down to Surrey Sports Park on October 13th to put them through their paces with some top GB athletes from Basketball, Wheelchair Basketball, Fencing and Synchronised Swimming.

The event offered regional and national media to get involved and not only get a taste of an array of Olympic sports, but to experience firsthand the elite facilities based at the park. The aim of the day was to raise the profile of Surrey Sports Park as an elite training venue and showcase what the venue can provide.

The willing media tested out their skills and sporting technique alongside GB basketball players Julie Page and Sarah McKay, Paralympian Helen Turner, Fencer Liz Ng, and Junior Synchro champion Abi Lawrence. Fitness levels were then pushed to the limit when they took on a series of strenuous sports assessment tests in the Human Performance Institute.  Media left with a real insight into what it takes to be an Olympic athlete and a few surprise visits by Harlequins rugby player Ugo Monye and the Nigerian Olympic Committee made for a great event. 

PM

Team sponsors are having to focus on activation in their domestic markets during the tournament because of IRB restrictions on promotion at the tournament.  Other companies involved in rugby union are capitalising on the opportunity to push their credentials in the sport.

The IRB is very tough on the whole area of national team sponsors activation, much more so than Fifa and Uefa [in soccer]. They have tried to impose draconian restrictions, which have now lessened slightly.

To effectively promote their association with rugby, team sponsors must focus on classic domestic activation. Effective team sponsorship relies heavily on rugby unions offering their key partners opportunities for better cut-through, particularly around media interviews and partnerships.

Losing the shirt branding [national team jerseys must be free of their usual sponsorship logos during the Rugby World Cup] does impact TV ROI but there is a huge opportunity to be really creative and focus around the fans to create emotional engagement and cut-through, as opposed to some of the more generic above-the-line campaigns the worldwide sponsors have rolled out. The O2 breakfast campaign is a great example of an effective England sponsorship activity.

DHL, the express and logistics company which is an official Rugby World Cup sponsor, has benefited from prominent branding at pitchside at Rugby World Cup matches but, in Europe, is having to fight for space with competitor FedEx, which is pushing its sponsorship of the Heineken Cup, the continent’s top clubs competition, at the same time.

Other companies such as McCoys, who are not currently involved in rugby union, have activated around the Rugby World Cup running on pack promotions. This is a more traditional ambush but very short-lived and one-dimensional and therefore doesn’t create any longevity or emotive engagement. They’d be better picking up some domestic rights and building those in too.

Europe is a key commercial market for global rugby and France, England and Ireland are commercial powerhouses. 2015 is happening on their doorstep and it’s going to be competitive with industry sectors competing to sponsor.

The quicker you get involved the more benefit from first-mover advantage – price of rights and timeline to exploit. 2011 would have been a fallow tournament commercially, 2015 is when the IRB makes hay.

Rupert Pratt

In a World Cup filled with controversy, last week England found themselves at the centre of yet another scandal as two England officials – kicking coach Dave Alred and fitness coach Paul Stridgeon were suspended after being found guilty of switching the ball during England’s 67-3 win over Romania without permission. Thus far the tournament has been marred by sustained criticism of the new Gilbert ball following a string of below par performances from kickers, including the usually impeccable Jonny Wilkinson as evidenced this weekend against Scotland.

Thus Gilbert, synonymous with rugby, find themselves caught up in yet another ball scandal in a leading global sporting tournament. Remember the 2010 Football World Cup and the infamous Adidas ball? Unquestionably ball suppliers must evolve their products year on year and keep pace with technological advancements otherwise in the case of Gilbert, they may well find themselves booted out of future World Cup’s altogether.

Surely in rugby, tries are the name of the game and if they continue then that is all that matters….? But what happens if, like 2003, it is a kick that decides the destiny of the World Cup…. A kicking tussle….. a missed attempt? Then the ball firmly comes under the microscope?

As yet Gilbert have refrained from commenting presumably to avoid a storm in a tea cup and let the rugby do the talking. Sensible but if there is a backlash, Gilbert’s PR team better be ready to get on the front foot and kick the debacle into touch.

Ben Green