How to make the most of your sponsorship
These blocks include: finding the right property ‘fit’, adding value to the audience, using the platform to showcase the company’s capabilities, and using the sponsorship as a tool for internal engagement.
- A sponsorship must align with the objectives of both parties. Do the sponsor and rights holder seem like suitable bedfellows?
- A really good sponsorship will integrate a brand’s product or service into the fabric or experience of the event.
- Remember, fans are the third stakeholder. Marketers must continually monitor a sponsorship to check both parties are delivering against what was agreed, rather than leaving ROI measurement until the end.
Get most of the seven below correct and you won’t go far wrong.
1. Get the fit right
This might come under the ‘sucking eggs’ category but it’s amazing how often this isn’t even in place. The idea of fit applies to different areas. In its most simplistic sense, it’s the fit between the sponsor and the rights holder. But it’s also about how the sponsorship fits or aligns with the objectives of both parties.
A good example of the former is Gillette’s sponsorship of rugby’s British and Irish Lions – a predominantly male-facing brand with a male-orientated sport. However, it’s the themes or values of excellence – “the best” – performance, durability and ‘manliness’ that really match up. It helped towards an 18% annual sales growth.
In terms of an objectives fit, Skoda’s ‘Driven by something different’ campaign partnered with a legend of British cycling, Bradley Wiggins. A rather stable unsexy brand teaming up with the Noel Gallagher of cycling. But that’s exactly why it worked. Skoda wanted to reach a younger audience and alter perceptions of the brand being dated. ‘Wiggo’ was a sound fit, his unique character and rockstar image – highlighted in the campaign – helped drive a 22% increase in likeability, a 54% increase in time spent on Skoda’s website and 14% growth in the under-55 audience.