LEEDS UNITED JOINS WITH JET2
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A Sponsorship Proposal Specifically Designed for
the Jet2 Corporation
Executive Summary
The sponsorship proposal has been designed by the marketing department at Leeds United for the
Jet2 Corporation. The proposal is for Jet2 to become the main sponsor of the football club based in the
North East of England. The current sponsorship with Enterprise Insurance is due to end at the end of the
2012/13 season in May, and after much work it has been identified that Jet2 would be a suitable
replacement. Jet2 was identified as a possible new sponsor during the 2012 annual club dinner when Ben
Hiram the Marketing director expressed his interest in being involved with the sponsorship at Leeds
United.
Qualifying with Jet2 has been ongoing since September 2012, in which time there has been much
research on Leeds United side. The research has given the base for what is written in this proposal to
ensure that the partnership between the two corporations is as successful as possible. Both companies
background has been researched and similarities between the two have been identified. The similarities
will be the basis of a successful sponsorship plan. The sponsorship proposal will identify the categories
which will be offered to Jet2 and what the benefits to them will be from those categories.
The sponsorship package has been individually tailored to meet our Jet2’s requirements which
might include brand awareness, corporate image, customer and employee relations and community
relations. Our sponsorship partner will benefit from an association with a prestigious and successful
professional sports club and will have access to some of the UK’s leading Football players for
promotional activities. Leeds United Football Club is looking to create a sponsorship partnership which
will help to develop the club and the players as well as offering tangible benefits for the sponsor from the
partnership.
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A Sponsorship Proposal Specifically Designed for
the Jet2 Corporation
Historical Background
Organizational Background. Week in, week out, over 27,000 loyal fans make their way past the
Bobby Moore statue outside Eland Road stadium to which they Might Leeds United play football against
some of the best teams in the UK and Europe. Leeds United Association Football Club is an English
football club based in Beeston, Leeds, West Yorkshire. The club was formed in 1919 following the
disbanding of predecessor team Leeds City F.C. by The Football League. Their home is the 39,460-seat
Elland Road stadium, where they have played since their establishment after taking over from Leeds City.
Leeds United have won a number trophies in English football, including three First
Division league titles, an FA Cup and a League Cup. The club have also been successful in
Europe, winning two Inter-Cities Fairs Cup (replaced by the UEFA Cup). The club won the
majority of their honours under the management of Don Revie during the 1960s and 1970s.
SWOT Analysis. Leeds United marketing team also found it necessary to look at the club as a
business. The research is necessary for both sides of the sponsorship to understand where Leeds United is
now and where it can in the future.
Strengths. The club has the largest fan base in the Championship, this means week in week out
there is over 20,000 fans following the club. Leeds United have a strong global brand name which is
known throughout the world, with a excellent marketing, global brand presence. Elland road stadium is a
strength because it have a capacity of over 35,000 people.
Weaknesses. Leeds United has several financial problems at the club and is in a very saturated
English football market.
Opportunity. The sale of the club is an opportunity because at this time there are many people
who are interested in the club and the opportunity to keep the growth of the club going. There is an
opportunity for the club to tap into the new markets in the USA, China and India.
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Threats. The main treat for the club is also a opportunity. The club is currently up for sale and
this can bring a positive or negative outcome. There is also a massive threat from the premier league clubs
who have more money buying out all the good players who come through the youth system.
Sponsorship Sales Process
Qualifying – Identify the Prospect
The prospect identified for the sponsorship proposal is the Leeds Based airline company Jet2.
With their recent expansion of affordable flight across the whole of Europe, flying from mainly small UK
airports, the time is right for a push forward. Jet2 is a fairly new flight company who originally started
flying in 2002. Over 60% of flights out of their home base airport, Leeds Bradford airport, are operated
by Jet2.
The prospect is a good fit with Leeds United football club as they are both based out of the same
city and therefore have a similar client base which they can share and extend. Leeds United also have a
strong history of European games, which means hundreds of fans fly to cities across Europe to watch
games. Due to the fact these fans are paying a lot of money for the football ticket they look for cheaper
flights. This is where Jet2’s economy flights would be useful and would appeal to a lot of fans. This could
extend to not just fans of Leeds United but also teams who play against the club and come to Elland road
from all over the country.
Football is known as the sport for the masses. It is a participation sport and is not exclusive to
people who have a lot of money. Therefore Leeds United again has a good fit with Jet2 as they are
offering flights for all members of the public not just people who have a large income.
Qualifying – Resource Guides
Leeds united sponsorship department is put together a resource package which will cover six
sections.
Property description. This section will include general information including our mission and
purpose. Also it will include any all the reasons why this sponsorship deal would be unique and therefore
more attractive to Jet2 as a corporation.
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Audience Profile. The research conducted in the initial qualifying step where the prospects
researched will be presented in this section. Leeds United will mainly focus on the demographics of the
fans who come to game and how these are a good match for Jet2.
Key benefits. This section will attempt to match the needs of Jet2 with the benefits which Leeds
United has to offer. In the section we aim to show that we have researched the company and listening to
what they have to say in the past six months in order to create benefits which will help their company the
most.
Media Partners and anticipated coverage. This section will aim to provide Jet2 with
information and evidence that they will receive a high amount of media coverage from the sponsorship
deal. Similarly Leeds United will provide information about the volume of press coverage with Jet2’s
identification or recognition resulting from publicity should be included.
Sponsor roster and testimonial. This section will include testimonials from one or more current
sponsors.
Contact information. At the end of the packet there will be named photographs of everyone who
will be involved in the sponsorship proposal that are on the Leeds United staff. This information will be
accompanied by email addresses and phone number and finally a website address for Leeds United.
Qualifying – Partnering with Prospect
In this section the generated information for the previous qualifying processes, a dialogue needs
to be initiated. The most effective way of doing this is said to be by contacting the prospect by phone and
arranging an informal meeting. Therefore Leeds United intends to invite Jet2 to a local restaurant which is
used for all business meetings by Leeds United. This meeting is more to create a relationship between the
two businesses not to at all sale the sponsorship package. A relationship that is strong will be key to the
sale of the sponsorship package to Jet2 later in the year. This meeting will be used to find out facts about
Jet2, about what their business is looking for, (increase brand awareness) or what problem they believe
they currently have.
Qualifying – Product Sampling
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Jet2 will be invited to a home game at Elland Road. At this time they will see what the hospitality
box is like and be able to watch the team in action. Before the game begins the representatives from jet2
will have the opportunity to see where the pitch side advertising will go and see examples of how they
could advertise in the match day program. After the game they will also have the opportunity to go to the
player’s lounge to meet the team.
Qualifying – Follow-up Plan
A follow up email will be sent during the week after Jet2’s experience at Elland Road. This will
reinforce what was said on the day and will also have pictures and examples which were shown to the
potential sponsors on the sample day. Within a two weeks of the event at Elland road we hope to have
Jet2 back to the offices to discuss any issues or questions which they may have at this time on the
proposed sponsorship plan.
The Approach or Opener to Offer
The approach which has been chosen by Leeds United for the opener to the offer is customer
benefit approach. This involves uses the information collected from the qualifying information to propose
a benefit which the sponsorship package will bring Jet2. In the qualifying information Leeds United found
out that Jet2 is looking to improve upon their brand awareness. Therefore the opener for the offer will
explain how Leeds United can offer Jet2 increased brand exposure by all the components within the
sponsorship deal.
Features
Game kit. Exclusive sponsorship of the team’s game and training kits. Jet2 will be the main
sponsor of all kit. This will be training and game kits. The logo will be placed in the middle of the game
shirt so it has full visibility. The logo will also be on all replica training and game kits which are sold
from official merchandised companies.
Stadium/pitch Billboard. These will be located around the sides of the field and there will be a
total of 6 just for Jet2, other sponsors will receive one or two of these positions. There will be one behind
each goal and two along each of the side of the pitch.
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Advertising on LUFC Radio. Six spots will be made available during the broadcasts of all home
and away games during the 2013/14 season.
Giveaways. Opportunity to give away flyers within the match day programs including coupons.
Also Jet2 will have the opportunity to give away any free giveaways during any home game throughout
the season.
Access to database. Jet2 will receive all the database information which LUFC fans have
allowed us to give away to partners.
Tickets and hospitality. A box will be given to Jet2 which can be used at any home game,
during any competition. Within this box will be, on request, a buffet dinner/lunch and complimentary
drinks for whoever is attending.
Naming rights for the Man of the Match. Each game held at Elland Road (home games) will
have a Jet2 man of the Match.
Weekly postings in LUFC magazine. 1 full page, and 4 colored advertisements in all home
game programs.
Print Exposure. Logo recognition on all schedule cards or printed posters.
Internet Exposure. 1 banner on the website with link to own home page.
Benefits
The proposed sponsorship would bring jet2 many benefits from the features which we are
offering. Jet2 will receive exclusivity on the game kit merchandise which will mean they alone are the
sponsors while the team is playing. For a benefit cost break down sheet please see appendix page. Leeds
united has designed the sponsorship plan so that it fulfils all four categories of a sponsorship package.
Increased awareness. Repeated exposure from the billboard space and the logo on the game kits
likely to lead to a positive affect among potential customers for Jet2.
Image Awareness. By linking Jet2’s brand with Leeds United events through the sponsorship
deal the business can “borrow” some of the image of Leeds United and transfer it to enhance a brand’s
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image. This will come through all parts of the sponsorship deal including the Media exposure through the
radio and games which are played on National Television.
Demonstration Platform. Leeds United has offered for jet2 to showcase their excellence at our
events by using the giveaway and couponing tactics.
Hospitality Opportunities. Leeds United hopes that they can use the offer of an exclusive booth
at games, with free parking, food and drinks to establish stronger bond with Jet2 as a company. Jet2 can
benefit from this by using the suit themselves in order to invite interested individuals in its products or to
strengthen bonds with their existing customers.
The Trial Close
Meeting date will be set to talk through all that has been discussed over the past 6 months and
throughout this sponsorship proposal. The question will be asked whether Jet2 can see any issues with
what has been proposed. This will allow Leeds United to see where they stand and what if anything
needs to be altered at this stage. It will also give Jet2 time for any questions or concerns to be raised and
answered by the Leeds United team.
Negotiations or Handling Objections
Any issues raised in the trail close meeting will be taken away by the team and further altered and
discussed with the Leeds United management in order to keep both sides of the sponsorship deal happy.
All alternations and negotiations will be emailed through to jet2 within two weeks of the trail close. There
will be a follow up telephone conference with Jet2 to check that all negations are agreed upon and they
are happy with the full package deal. In this section Leeds United aims to bring problems or objections
into they open so they are clearly understood, and aims to let Jet2 that they understand their issues and
will do what they can to resolve or improve the issue.
The Close
The approach Leeds United has chosen for the close is a summaritive close, whereby there will be
a quick recap of the benefits being offered to Jet2. The close will aim to be within a month of the trail
close but due to extra negotiations it may take up to two months. Again jet2 will be invited to a meeting
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with the Leeds United staff, where there will be a final run through of the proposed sponsorship deal.
After it is all agreed there will be the formal signing of the paperwork to bind both sides to a contract.
Service after the Sale
Leeds united sponsorship department will keep in contact with Jet2 throughout the season
checking and reporting back to them about the sponsorship. During the year at 3 month intervals Leeds
United will send a progress report to Jet2, this will be sent electronically but there will also be time made
available for the two companies to get together to talk about any issues either side may have.
Evaluation and Feedback
During the year’s sponsorship deal there will be constant talking between Jet2 and Leeds united
about how the sponsorship deal is going and what will need to be done next. Jet2 will also be asked to
answer a short questionnaire as feedback to Leeds United about how they thought the sponsorship deal
was dealt with. This will provide the club with an evaluation and constant feedback so that they can
continue to improve for future use.
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References
http://www.leedsunited.com/page/Hospitality/0,,10273,00.html
http://www.dartgroup.co.uk/jet2/
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Appendix
Benefit
Game and Training kit main sponsor
6 Stadium Billboards
Radio Advertising
Access to Database
Tickets and Hospitality
Naming rights for Man of the Match
Weekly LUFC magazine Postings
Print Exposure
Internet Exposure
Total Value
Value
25,000
24,000
7,000
8,000
20,000
35,000
15,000
5,000
10,000
149,000
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PRESENTATION VISUALS
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