Inside Sponsorship

Based on total website traffic, social media behemoths, YouTube and Facebook are the second and third most visited sites, respectively, behind only Google, with Twitter in 4th and Instagram 5th. To be clear,4 of the top 5 most visited websites are social media websites.

All of those people, all over the world, spending all that time on social media, every day, sharing, questioning, arguing, promoting, and engaging, it is a truly magnetic place to be.

Understanding audiences has always been a key plank in sponsorship. That’s why, social listening can be a very powerful tool to be able to help sell, find, align, activate, and report on sponsorships, regardless of whether you are a rights holder, brand, or agency.

As such, joining us on the show to discuss how social listening can be used in sponsorship is Benjamin Foster, Talkwalker Oceania Enterprise Partner. Talkwalker is an AI-powered analysis tool that provides real-time insights into what's happening on all social channels and online media, across 187 languages.

You can connect with Ben on LinkedIn and find out more about Talkwalker on their website.

Jordan Rutner, Research Marketing Manager at KORE Software, also joins us to talk about his latest blog, Tokyo 2020 In 2021: Broadcast And Sponsorship Breakdown. 

Enjoy

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No longer can audience understanding be superficial i.e. females in New York who are between 25 and 40 years old. Consumers are complex people and a rights holder’s and brand’s understanding must go deeper.

But what happens when a rights holder can’t provide a potential sponsor with a fully formed, deep, and complex view of their fans? What happens when the brand has a deep view of their target audience and is looking for the right fit but won’t simply just accept the stock standard, demographic driven, fan profile so often presented by rights holders?

Well, the obvious answer is that the rights holder is a good chance of missing out on that sponsor. In today’s sponsorship environment, that’s a risk less and less rights holders are willing to take.

That is where Nielsen’s Fanlinks is an amazingly powerful data source that fuses consumers’ detailed lifestyle, attitudinal, and purchasing behaviour with their sporting interests & passions. Joining us on the show to discuss best-practice fan data and use, and a little peek inside Fanlinks, is Nielsen Sports’ Director, Commercial & Consulting, Steve Whately.

You can connect with Steve on LinkedIn and he is happy to share more information about Fanlinks if you get in contact with him through the Nielsen website here.

Also joining the show is Jordan Rutner, Research Marketing Manager at KORE Software, who joins us to talk about his latest blog, Deal Scoring - Comparing Investments Across Markets.

Enjoy.

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In a world where traditional reach and attention are diminishing, brands are looking for cut-through and engagement to drive relevance and ultimately accelerate their growth.

Through sponsorship, rights holders help brands access an audience they would otherwise find it hard to access or would not be able to access as cost-effectively.

However, we all know that being a sponsor and simply logo slapping is no longer enough; it hasn’t been for a while.

That is why creative in sponsorship is one area where brands can really activate their sponsorships to achieve cut-through & engagement to drive relevance & growth.

What is, however, the process of creative in sponsorship? What part can it play in activation? How can brands and rights holders bring it to life? What are the pitfalls along the way?

Joining the show, to help answer those questions is Misha Sher, Global Head of Sport, Entertainment & Culture at MediaCom, based in London.

Also joining the show is Jordan Rutner, Research Marketing Manager at KORE Software, to talk about one of KORE’s latest blogs, Building a Sustainable Sponsorship Department.

Enjoy.

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Big sponsorship announcements are not commonplace right now; as we still aim to get back to whatever normal is going to look like post-pandemic.

That is why it was great news to hear that Football Australia recently announced that the Commonwealth Bank will become the official naming rights partner and bank of the Australian national women’s team, known as the Matildas, as well as the Junior Matildas and Young Matildas, from August 2021. The initial four-year partnership will inject millions of dollars into elite women’s football and grassroots initiatives around the country, and it’s just the start of what is set to be an exciting new partnership.

It is great news for Football Australia as it comes as they move into a huge cycle of Olympics 2021 and 2024, the Asian Football Confederation Asian Cups 2022 and 2023, and, of course, FIFA World Cups 2022 for men but also the Women’s FIFA World Cup 2023 which will be hosted by Australia and New Zealand.

Further, and another feather in football’s cap, is the latest Sport Australia Ausplay study which reaffirms football’s position as the number one team sport in Australia for both men and women.

The platform is certainly set to accelerate football’s long-term growth and the Commonwealth Bank and Football Australia’s other commercial partners will play a huge role in that growth.

In this episode, Tom Rischbieth, Head of Commercial and Events at Football Australia, takes us inside the exciting Commonwealth Bank partnership as well as Football Australia’s wider commercial program.

You can connect with Tom on LinkedIn or learn more about Football Australia here.

Eva Rieder, Sr. Marketing Manager at KORE Software, also joins us to discuss her latest blog, How to Modernize Your Sponsorship Strategy.

Enjoy

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Throughout the world we have seen tobacco sponsorship and alcohol sponsorship banned or curbed in most markets and, right now, the sponsorship industry is watching the UK after a House of Lords Select Committee on gambling recommended that not only should gambling shirt sponsorship be banned by 2023, but “there should also be no gambling advertising in or near any sports grounds or sports venues”.

The review is driven by concern at the number of problem gamblers, which is estimated at 430,000 in Britain, and which has seen the losses of punters rocket to £14.4 billion per year in 2019; that’s almost US$20 billion. Of course, the pervasiveness of betting in sport, and football in particular, is there for all to see and certainly a driving factor.

It seems surprising that gambling has avoided the spotlight for so long. It may, in some part, be due to the rapid rise of online gambling which has developed at a breakneck speed. Interestingly, however, the opposite is happening in the US with betting sponsorships being signed with regularity.

Somebody, right in the middle of it in England, is Joel Seymour-Hyde, MD of Octagon UK, who not only boats Paddy Power as a client, but who has also served as a director on the European Sponsorship Association Board.

As such, in this episode, we welcome Shannan Quinn, Managing Director at PRISM.

Also joining the show is Jordan Rutner, Research Marketing Manager at KORE Software, who has written a fascinating blog recently on Visualizing Sponsorship Assets Across Collegiate Programs.

Enjoy and don't forget to subscribe on your favourite podcasting platform!

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It has been a whole year since the world shut down because of the pandemic.

The plights of rights holders and brands is well documented. Often forgotten in the sponsorship conversation, however, is the third side, the agencies; the ones working between rights holders and brands to activate the biggest sponsorship deals in the world.

There are some amazing minds in the agency world who are not always bound by the hierarchy and bureaucracy often found in rights holders and brands. Agencies can start with a blank whiteboard and work on ideas and solutions; some of which find their way into sponsorship deals, and the industry is better for it.

That’s why, in this episode, we wanted to check in with one of the world’s great agencies, PRISM, and find out how they’ve pushed through COVID, their learnings, their successes, and how they are moving forward a year after it all started.

As such, in this episode, we welcome Shannan Quinn, Managing Director at PRISM.

Also joining the show is Daniel Collier-Hill, KORE’s Commercial Director – APAC, who discusses his latest blog, The Shift in Assets.

Enjoy and don't forget to subscribe on your favourite podcasting platform!

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As an ever-present Premier League team, Arsenal are a global brand and, while current results are not favourable, they are one of the big six English football clubs, boasting a sponsorship portfolio with some of the world’s most recognisable brands including Adidas, Cadbury, Intel, and Lavazza.

Arsenal is just like every other team around the world as they responded to the pandemic, welcomed football back, welcomed some fans back, and then the ever-changing environment and the rules and regulations that come with it.

Right in the middle of Arsenal’s great sponsorship team is Alice Larkworthy, Senior Partner Services Manager. Alice joins us to take us inside Arsenal FC’s corporate partner's program.

Also joining the show is Noelle Fanella, Product Manager at KORE Software, who discusses her blog, Brand Sponsors, Take Full Advantage Of Your Hospitality Perks. 

Enjoy.

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Despite the challenges of 2020, it was still a great year filled with lots of amazing chats with sponsorship professionals from all over the world.

As always, we've wrapped up the year and re-visited the 13 episodes of Inside Sponsorship in 2020. You might have seen on social media that, for each show, we pull out a 30-45 second snippet and turn it into a video to help whet your appetite. As such, we’ve gone back and pulled the full question and answer, for that snippet, and created a best of 2020 show for you.

Enjoy.

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Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools available, expression can come in any form and inspiration can come from anywhere.

Research from M&C Saatchi Intelligence identified that interest areas that were traditionally considered hobbies, including fashion, food, beauty, health, and wellbeing, have exploded into passion areas and have identified this trend as hyper-passions.

It sounds an obvious and simple enough opportunity for brands. However, it also sounds fraught with danger.

How do big brands, with big budgets, weave themselves through the hyper-passions and sub-cultures of the world which have long been guarded by the passionate members themselves? 

These hyper-passions are highly nuanced, a point that should not be lost on brands, agencies and rights holders. How would, and how will, those with hyper-passions, respond to corporate involvement? 

That remains to be seen but what is undeniable is the opportunity in front of brands to connect with their target markets through their hyper-passions. 

While it can be lucrative, all involved are looking to help enable and enhance hyper-passions as opposed to simply hijacking them for corporate outcomes.

It is an intriguing scenario to say the least and joining the show to discuss M&C Saatchi's work around hyper-passions, is Luke Haynes, Group Account Director at M&C Saatchi Sport & Entertainment - Australia.

Also joining the show is Daniel Collier-Hill, KORE’s Commercial Director – APAC, who discusses his latest blog, What Type of Report Will Have the Most Impact on Sponsorship Strategy in 2021.

Enjoy and don't forget to subscribe on your favorite podcasting platform!

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Data, measurement, and most importantly, the insights and what we do with them, is something that is driving the sponsorship industry.

In a world where we are so connected, 24/7, globally, and with so many data capture points, the power that can be unlocked is immense. Interestingly though, what brands ultimately want to achieve through sponsorship, and increasingly data-driven sponsorships, hasn’t changed – they want more sales. That is always the end game.

Social media has long been a big player, but this year, with people suddenly restricted in movement, and less sports content to consume, social and other digital platforms suddenly accelerated.

Scott Tilton, CEO at Hookit, joins the show to discuss sponsorship data and takes us inside their whitepaper, Chasing Sponsorship Value - An Inside Look At The Top Brands In Sports, How They Got There, And What They Could Do Even Better.

Be sure to visit hookit.com to find out more about their work, download the whitepaper here, and connect with Scott on LinkedIn.

Also joining the show is Daniel Collier-Hill, KORE’s Commercial Director – APAC, who discusses his latest blog, Unlocking Sponsorship Data And Beginning To Use It More. 

Enjoy.

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