Archive for the ‘Rights Holders’ Category

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

This week a Conservative MP will put forward  a bill to ban alcohol advertising in the UK. This would see the introduction of a new law which prevents alcohol being advertised on television, in social media and all forms of sponsorship. How will this impact on the sponsorship industry?

Alcohol brands form a major part of the industry and provide much needed revenue for a number of high profile events, competitions and sporting teams. For example Carling was a long-term partner of Reading and Leeds Festivals, it was also the first sponsor of the Premiership and current naming rights Partner of the League Cup.

Beer and other alcohol brands have become synonymous with sport over the past 20 years and have generated millions of pounds for some major rights holders. Football and rugby are among the sports that have a great brand fit with alcoholic brands and have benefitted greatly from an increased revenue. There is also no doubt that the brands have seen a huge rise in sales and awareness thanks to partnerships with high profile rights holders.

If the bill is passed by the government alcohol brands will have to react quickly and find innovative ways to promote themselves. The result of this bill being passed could also see an influx of premium sponsorship properties within the marketplace resulting in a major reduction of revenue for influential rights holders.

OB

Now more than ever, with London 2012 less than two years away, Olympic partners are being asked to look at the return on objectives to account for the £Millions spent on these sponsorships. How do TOP, 1 and 2 tier partners measure success on a stage bursting with mega-brands vying for market coverage?

Each partner will have a list of objectives to achieve; the question is how can these be realized?

The answer lies in the ability to strategically and clearly communicate their brand identity, products and services via impactful, engaging and most importantly innovative platforms of activity.

In our world that means Events.

It is in the heat of the moment; that inspirational activity; the WOW factor that moves people and cements powerful consumer relationships with brands.

Does that mean, ‘…chuck some more money in the pot’? I don’t think so.

Increasing budget to a poor concept is not going to save it; arguably it will only highlight its weaknesses further. The activation concept must be spot on, relative to its target audience.

The Olympics are inherently an assault on the senses; light, sound and motion play the biggest hands with brands attempting to out-do each other by overindulging our faculties.

What Olympic partners must recognize is that consumers are a savvy bunch that are of course looking to be entertained, but that each individual is not just another number; consumers want to feel like an activity was made especially for them.

Experienced event and sponsorship specialists need then to work alongside brands to conceptualise and produce cost-effective programs of activity around that target market.

Once the concept is established, it is utilizing a partners exclusive relationship with the Olympic movement, as the most recognisable symbol of human excellence, in creating sustainable brand relationships that will last longer than the hallowed 17 days of the London Olympic Games.

If the evaluation and activation concept isn’t on target, then there will be questions asked.

But get it right at the concept stage and follow through with engaging, targeted events, the Olympic partners will have big ticks in the box marked ‘Objectives’ and therefore achieved return on investment

SM