SPORT SPONSORSHIP
Presented by James Wynne
Director of Sport, Slattery Communications
Slattery Communications is synonymous with Sport serving clients
across a broad range of sports disciplines including…
- Consultants to IRFU for two decades
- Commercial & Marketing partner to Manchester United
- Sponsorship management on behalf of brands such as Allianz,
Ladbrokes, Guinness, MBNA and many more
My Career in Sport…
1986… Tullamore AFC…
under-11s
1990s…
1998… Straight and Narrow…
Sports Marketing
It’s a story of evolution…
Market Conditions
The Sponsorship Market is changing rapidly…
TV revenues melting away
A Buyer’s Market
Rights holders need to adapt to the needs of
sponsors to deliver a ‘value proposition’
Market Conditions
“Conventional Sport Sponsorship
has lost its edge”
-Patrick Nally of West Nally…
the ‘Godfather’ of Sports Marketing
Market Conditions
SPONSORSHIP
Market Conditions
PARTNERSHIP
Market Conditions
RELATIONSHIP
Market Conditions
Mature marketplace
oBrands increasingly skilled at leverage
o“added value” for consumers / partners
oBrand revenue generation streams!
Our 5 Step Process
1)
2)
3)
4)
5)
Sponsorship Valuation
Identify Range of Potential Sponsor Targets
Develop Specific Sponsorship Programme
Develop Appropriate Marketing Collateral
Go to Market
Definitions
1. Sponsorship Valuation:
This stage involves collating all relevant
in formation relating to the tangible
(media exposure, branding etc.) and
intangible (perceived quality, audience
affinity etc.) assets relating to the
sponsorship property.
Sponsorship valuation methods can then
be applied to reach a realistic valuation
of the property
Definitions
2. Identify Range of Potential Sponsors:
Divided by sectors, the target brands /
organisations will be established
including the relevant contact and
contact details within each organisation
to begin approaching potential sponsors
with the proposition.
Definitions
3. Develop Specific Sponsorship
Programme:
Establish the key brand benefits to the
potential sponsor from branding and
activation of the sponsorship at specific
events etc. to opportunities to leverage
the partnership
Definitions
4. Develop Appropriate Marketing
Collateral:
Develop look and feel of the
sponsorship package to include
tailored presentations, imagery and
footage etc. to aid in presenting the
proposition to market in a compelling
manner.
Definitions
5. Go to Market:
Contact and follow up on leads.
Establish diary of presentations.
Weekly updates on progress and lead
status. Tailor packages for targets.
Broker a Deal!
Definitions
Know your strengths
Know your target’s business
Think Partnership!
Deliver a commercially focused
solution through sponsorship
Contact me…
James Wynne
Director of Sport
Slattery Communications Limited
T: +353 1 6614055
M: +353 86 8186418
Twitter: @jwsport
E: james.wynne@scomms.ie
W: www.slatterycommunications.ie