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Overview 1
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THE MARKET OVERVIEW
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A full statistical analysis of the sports sponsorship industry in Europe:
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The rights costs and duration of international and national sports sponsorship deals
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Analysis of each major sport by
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Analysis of total sports sponsorship spend in Europe by
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Analysis of the popularity of sports by
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Analysis of major issues confronting sponsors
 Significant
points of interest include:
- European sports sponsorship expenditure is outpacing inflation
- The reliance on tobacco sponsorship is rapidly diminishing - the proposed
ban will have little effect on sport funding
- TV rights costs dwarf sponsorship spend - can the sponsor call the tune?
- Football is the biggest recipient of sponsorship
- Formula One sponsorship is greater than previous estimates
- New technology means that sailing sponsorship deals are now among the largest in sport
- Sport and sponsorship is set to undergo massive upheaval - what are the lessons for sponsors?
- Germany is the biggest spender in Europe
- The most watched sporting event in Europe is neither football nor Formula One
- The technology sector is the fasting growing investor in sport
- Every major sporting event has seen a growth in television audiences in recent years
- Spectator attendances fluctuate; numbers at German and Italian football leagues matches are falling
- England now has the highest average and total football league attendance in Europe
- Sports sites on the internet have seen faster growth than the medium itself
- Current viewing trends - what are the most popular sports on TV in Europe?
- The European Super League - can it succeed?
- The dangers of 'commercialisation' of sport - what Europe can learn from the US
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Overview 2
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FORMULATING STRATEGY
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A comprehensive guide to developing strategy in sports-related
business programmes.
The chapter considers the key areas in developing strategy:
The advantages/disadvantages of sports-related activity
Significant
points of interest include:
Sport provides a platform to deliver a wider range of business
objectives than any medium - sponsorship is no longer the preserve of the brand
manager or the marketing department
- The five common failings in objective development
- Most companies still fail to fully consider objectives
when embarking on sponsorship programmes
- Sponsors can achieve multiple objectives - but rights
are rarely used across departments
- Few sponsors develop or implement a cohesive strategy
- The different types of sponsorship agency - what the
client needs to know
- Many sponsors fail to estimate the full budget required
to exploit sponsorship
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Overview 3
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RESEARCH AND EVALUATION
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A new look at the role of research in sports relating marketing
The chapter provides a comprehensive guide to research techniques
and how they can benefit the sponsor. It also considers the logical progression
of research in sponsorship projects:
- The research strategy
- Pre-sponsorship research
- Assessing and valuing the property
- The role of sporting bodies
IOC: Case Study
- Evaluation of success
- Media evaluation
Significant
points of interest include:
- The expensive mistake which 75% of all sponsors make
that cannot be rectified
- Pre-research and evaluation of sponsorship is still
the exception rather than the norm
- Without research, sponsorship can be a waste of money
and damage brand image
- How to profile the target market and select a sports
property using advanced, low-cost techniques virtually unused in the sports
marketing industry
- Why media evaluation shouldn't be taken at face value
- How the Internet is likely to offer low-cost, targeted
research in reduced timescales
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Overview 4
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SPONSORSHIP TYPES
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An analysis of opportunities, best practice and detailed case
studies in the major sponsorship types
Significant
points of interest include:
- Broadcast sponsorship - the greatest awareness builder
- but is its heyday already over?
- How team sponsorship can deliver multiple objectives
- Individual endorsements - huge potential but many dangers
- Event sponsorship - the pros and cons of being title
sponsor
- Venue sponsorship - will the fans accept it? Research
suggests it can work or fail spectacularly
- Technology sponsorship - awareness is not an issue,
but it is one of the fastest growing areas in the industry
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Overview 5
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MAJOR CASE STUDIES
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The most comprehensive case studies yet published in Europe
A separate chapter devoted to six major case studies that
include background, objectives, implementation, results and conclusions. The
case studies cover a range of major sports in Europe and feature sponsors from
different industry sectors with different objectives.
- Schweppes and Formula One
Case study
- MasterCard and FIFA World Cup
- UPS and the Olympics
- Mercedes Benz and Tennis
- EF and Round the World Sailing
- Guinness and the Rugby World Cup
These examples are widely acclaimed for having pushed the
power of sponsorship to new levels. The studies provide a chance to learn the
techniques used by some of the best exponents of sponsorship and provide an
opportunity to compare programmes and return on investment.
Significant
points of interest include:
- Schweppes delivered multiple objectives and massive
equivalent media value despite its low investment
- MasterCard derived a value from the World Cup estimated
at ten times its investment
- UPS used the Olympics to change attitudes among its
250,000 employees
- EF used sailing to address serious recruitment and
morale problems
- Mercedes Benz - A perfect fit between tennis and the
brand, but how was it exploited?
- Guinness - How the brewer paid the same rights fee
as joint Rugby World Cup sponsors but gained a sponsorship awareness rating
of 94% and effectively became 'title' sponsor.
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Overview 6
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DIRECT MARKETING IN SPORT
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How this virtually unused technique is set to change sports-related
marketing
For years sports related marketing has relied on imprecise
targeting to deliver weak messages. New techniques in database marketing now
mean that it is possible to identify the target audience on an individual level
and make offers that link to fans' loyalty. Best practice and case studies demonstrate
how this technique is set to grow at a phenomenal rate.
Significant
points of interest include:
- How can fans be profiled effectively and at low cost?
- Do football fans fit the stereotypes? - analysis suggests:
big differences between clubs and some surprising results
- Why profiling techniques and new technology might be
bad news for sports clubs/bodies
- How sports clubs market themselves and how brands can
benefit
- How smart cards can be used by sports properties and
sponsors to increase revenue
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Overview 7
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SPECIAL EVENTS
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Where existing events cannot deliver objectives, it is possible
to create one that does
In the continuing drive to build brands, companies are increasingly
looking to form tangible relationships with customers. Special events allow
the consumer to experience the brand in a way that no other medium can deliver.
The chapter provides in depth case studies to demonstrate the massive potential
of the technique.
Significant
points of interest include:
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Overview 8
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THE MARKETING DISCIPLINES
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A comprehensive guide to maximising the impact of sports-related
spend through marketing disciplines
The chapter provides an analysis of the benefits and best
practices in the marketing disciplines used in sponsorship.
- Sales promotion
- Public relations
Photography
- Signage/branding
- Corporate hospitality
- Merchandising
Detailed case studies are used to demonstrate how leading
exponents have maximised the opportunities presented by sponsorship rights.
Significant
points of interest include:
- Promotions rarely work across frontiers
- When the objective is mass exposure - don't concentrate
on television!
- Why perimeter signage fails to be noticed
- How to avoid disastrous mistakes in planning hospitality
programmes
- Why merchandising will not offset costs but can be
the key element in driving sales
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Overview 9
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UNDERSTANDING THE RISKS
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Every sponsor should be aware of the risks and how to avoid
them or minimise their impact
The chapter studies those areas of sports sponsorship that
pose a risk to the sponsor. Subjects covered include:
- Contracts - what should be considered, and why it can have
a big impact on the success of sponsorship
- Ambush marketing - an analysis of the methods used, their
impact, and how they can be minimised
Definition of Ambush Marketing
- Crisis management - How to prevent and manage a crisis
- Insurance - The areas that sponsors are responsible for
Significant
points of interest include:
- Why contracts should include clauses that incentivise
rather than penalise
- How the Tour de France responded to the 'drugs crisis',
and how one event generated more good publicity through a spectacular failure
than through success
- How ambush marketing has worked spectacularly, and
what can be done to prevent it
- Why it might be necessary to insure against success!
- Why it is advisable to insure, even when it is not
your responsibility
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Overview 10
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TELEVISION AND NEW MEDIA
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An in-depth analysis of television and new media and its implications
for sponsors
The chapter is a comprehensive overview of sports television
programming and new media, and covers all the major subjects relevant to sponsors
and broadcasters of sport:
- Viewing trends
- Pay television
- Protected listing
- Virtual advertising
- Interactive television
- Sport on the internet
- The introduction of broadband and WAP technology
- Marketing through new technology
Significant
points of interest include:
- How the television industry is changing and how it is
shrinking some sports television audiences
- How virtual advertising is developing, and the potential/dangers
it poses for sponsors
- How the protected lists might fail to protect sponsors
- How sport will be transmitted by new media and what
it means for sponsors
- The new technology that means 88% of viewers will no
longer watch TV ads - can sponsorship fill the gap?
- How companies are using the internet for more than
just banner advertising
- Previously unpublished techniques for sponsors to exploit
the internet
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