What started as a small music festival in Austin, TX in 1987, is now a massive event, conference, festival, trade show and everything in between, with a declared attendance of 432,000 people for 2018.
WHITE OUT CONDITIONS AT THE 105TH GREY CUP HINDER SPONSORSHIP VISIBILITY
All eyes may have been on the game Sunday night, but they certainly weren’t seeing all the logos that paying sponsors intended, as an unexpected snowfall covered the field – the most coveted branding real estate for the CFL Grey Cup. According to data analysis run by our SPOT tool that assesses and values on-screen logo and branding visibility, some major sponsors didn’t get what they paid for.
Formula E was launched in 2014 as the world’s first electric street racing series, attracting attention from traditional manufacturers like Audi, Renault and Jaguar, as well as curiosity from many former Formula 1 drivers. With the overall aging of motorsports audiences, Formula E provided a fresh opportunity to gain new audiences for the sport as a whole, and as with the launch of any new series, there was tremendous potential for innovation without any red tape, pre-existing agreements or politics.
One of the most popular articles on the Elevent sponsorship blog is a piece called “Top 10 sponsorship ambushes.” This always makes me wonder: why is this still a thing?
Many of the examples in that article are dated, with the most blatant cases of ambush marketing perpetrated by Nike in the 90’s (though they remain the bad boys of sponsorship to this day).
H&M had the brilliant idea of leveraging a theme to form a bond with a very specific segment of the population. The program they created gave the company the opportunity to interact with the target audience all year long thanks to a shared passion.
By David Tokarczyk, Formula 1 Grand Prix du Canada
Safety was a key concern in my decision to visit Brazil given the constant media reports about the dangers of visiting the country. With the Zika virus spreading, the SC Johnson insect repellent brand Off! took the savvy step of becoming the official insect repellent supplier of the Rio 2016 Olympic Games, a move that reportedly had sales soaring over the same period last year. What is interesting is that SC Johnson is a competitor of Olympic Global Sponsor Procter & Gamble.
By Samantha Phelan, Manager, Sales and Service, St. John's IceCaps.
Two years ago, in the lead-up to the 2014 FIFA World Cup in Brazil, Beats by Dre—a popular headphones brand—took to the internet with a uniquely crafted “Game Before the Game” video featuring famous soccer athletes, Neymar and Sturridge, emulating what their pre-game rituals looked like.
Because anything can be sponsored—or almost anything—you’d think that companies would be busy transforming their sponsorship portfolio every time a new trend hit the market. Instead, they tend to focus on their existing partnerships because long-term relationships have a way of paying off.
We are seeing a stabilization of partnerships in the major sponsorship categories, which suggests that brands are adopting a more strategic approach. The average duration of a partnership has also gone up. There is less movement in the marketplace overall, with the exception of brands pulling out during more difficult economic periods.
Relevent15 conference review
By Joey Franco
The terms “pioneer” and “trailblazer” come to mind when describing Tom Moser’s career in the entertainment/sports sponsorship marketing field. Moser, a mastermind marketer for British American Tobacco, including its Canadian subsidiary Imperial Tobacco Company Canada has run the gamut in high profile tobacco sponsorships; from IndyCar racing to jazz festivals and of course, Formula One.
Due to tobacco legislation restricting more traditional forms of advertising and promotion; sponsorships became one of the only communications vehicles for marketers at tobacco companies. “It was actually a benefit in some ways,” says Moser as he describes those transformative years.
Changes in the media landscape in recent years have been dizzying. Never before has the public exercised so much control over what they hear and see.
Audiences are increasingly moving away from conventional channels, traditionally supported by advertising revenue, and turning to ad-free content they can consume at their leisure.
But people’s behaviour differs according to the type of content. For example, we are seeing a movement that’s bucking the trend in the world of sports, with 95% of content still being consumed live.
While this magazine can’t possibly do justice to all of the insight and effervescence that speakers and participants alike brought to the three-day event, we hope it will give you a little taste of the amazing discoveries we shared during this first edition. Hopefully it will also whet your appetite to join us next year for the opportunity to get even better at what you already do so well.
The success of a sponsorship depends on a number of key ingredients that unfortunately don’t always make it into the mix. The best sponsorship programs are the ones that manage to achieve clear, pre-set objectives, are capable of measuring results and have a strategic vision that stays in focus over time.
O2’s sponsorship program, though not new, remains one of my all-time favourite examples of how to get it right. As well as being incredibly well designed, the winning program developed by this Telefonica-owned mobile company became a core driver of the firm’s corporate marketing strategy. In this case study, we take a look at the context, the program, the strategy and the performance metrics behind O2’s outside-the-box approach to sponsorship.
For events that are broadcast on television—or are available for streaming on the Web—the sponsorship value for brands has more to do with the viewers seated in front of their screens than it does with the spectators sitting at the venue.
So how is the value of brand exposure in a broadcast measured? While this type of evaluation has been around for years, it is plagued by a number of myths and preconceptions. But developments in broadcasting and broadcast technologies are changing the way it is done. Let’s take a closer look.
the conditions that enable partners to generate value and to maintain a good relationship aren’t that well understood. Moreover, when a brand exits a sponsorship, it is often ill equipped to do it properly, which can make the situation even more uncomfortable.
The renewal and cessation of sponsorships are topics that—despite their huge importance—don’t tend to be well covered and for which there are few resources. That’s why we decided to devote our attention to the subject in this edition.
We will cover the ending of a sponsorship when a contract comes up for renewal or when a scandal strikes, the impact of a sponsor exit on fans, and the relationship between the sponsor and the property—a subject rarely touched upon, but which has significant consequences on the success of the partnership. We will also supply data that sheds a light on these aspects of the sponsorship industry.
When a scandal breaks, keeping quiet can seem like the most appropriate course of action for a sponsor. But there are, in fact, many different tacks a sponsor can take when the time comes to distance itself from an important property.
Long before Lance Armstrong, the Tour de France already had a number of scandals under its belt (hence the nickname: the Tour of Doping). The most significant scandal was the Festina Affair in 1998. For the first time in the history of cycling, an entire team was excluded from the Tour de France after their soigneur was arrested at the border with large quantities of doping products in his car. It was tough for Festina—the luxury watch brand sponsoring the team—to distance itself from the scandal when its name was peppered all over the media. The Festina team put an end to its activities in 2001, and the brand redirected its involvement in the event: it became the official sponsor of timekeeping for the Tour de France and set up a foundation to prevent doping.
Have you ever heard of 3Com Park or Monster Park in San Francisco? No? Despite attempts to name the 49ers stadium after a brand, the team ended up going back to Candlestick Park after San Francisco residents voted largely in favour of bringing back the original name. Fans around the world often react negatively to branded name changes by protesting, boycotting or refusing to acknowledge the new name.
Though title sponsorships attract sponsors that see them as a powerful tool to increase brand awareness and improve their image through association with the property, there are a number of downsides to the deal. Fan resistance can have a negative impact on attitudes towards the sponsor and on word-of-mouth. Fans who identify deeply with the property and the region where their team resides react more strongly to name changes. When a property is steeped in tradition and heritage, a title sponsor can pose a serious threat to its identity.
We’ve used survey data from CROP to sketch a portrait of the relationship between Canadians and cultural and sports entertainment. Learn about consumer trends and preferences according to various demographic groups and Canada’s different regions.
Hockey is the undisputed winner as our favourite national sport, with 76% of Canadians attending a game in the last two years (all leagues combined). Coming in a distant second—a full 40 point behind—is football at 36%, with baseball taking third place for attendance with 31%.
Despite the growing popularity of soccer playing among Canadian youth, attendance of the sport—which ranks 4th at 16%—isn’t following suit. British Columbia leads the nation in soccer attendance with 33%, followed by Quebec at 23%, placing both provinces well above the national average.
Sport transcends cultures and borders, it is a global language. It creates an emotional connection with audiences around the world, making it an ideal vehicle for the development of global brands. Formula 1 is a distinctive market when it comes to sponsorship, with the global reach of its 22 races and the colossal budgets that are at stake.
Formula 1 is composed of different entities that can be sponsored (properties) and on different hierarchical levels. For example drivers, teams, circuits and the Championship itself.
Each level of sponsorship in Formula 1 has distinct characteristics that meet specific communication objectives.
Sponsorship of the driver will be influenced by the competition hazards. A driver with more on-track successes will be more popular and therefore, more visible. The nationality of the driver can also position him advantageously in his homeland. We need only think of the Santander bank following the driver Fernando Alonso from McLaren to Ferrari, to increase visibility in Spain.
The main advantage of sponsoring a team is the visibility on the car itself. Television cameras are pointed at the cars and races benefit from a worldwide broadcast. However, the large number of sponsors on the car can make brand recognition difficult. This type of sponsorship will allow a brand to publicize the relationship using the trademark of the team in various communications.
"The Science Of Sponsorship" is a series dedicated to scientific discoveries driving the sponsorship marketing sciences world-wide.
Read the full article Singh, G., & Bhatia, A. (2013). Sport Sponsorship as a Tool of Marketing Communication–A Case Study of Two Real Estate Companies. International Journal of Research in Business and Technology, 3(2), 149-158.
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