Sponsorship Champs of Euro '08?
Maximise your sponsorship investment
A recent look at sponsorship efficacy with Euro‘08 and the Beijing Olympics is consistent with our previous learning.
First and foremost, recognised association with these events clearly works. But it's not as simple as just being present. Brands must activate their sponsorship effectively to create a bond with consumers and wring more value from these relationships.
There seem to be 3 themes consumers respond well to:
- An aspiration to be part of "the best" - connecting the brand to the professionals/top leagues/best athletes
- An appreciation of support where they play - contributing at grass roots level
- An enhancement of their event experience - highlighting ways to enjoy the event, helping create interest/intrigue in the event
For brands that have a longer standing association with the sport/event, this is about continuity; sponsors must demonstrate their capability to commit and stay consistent. For those seen as newcomers, a sense of commitment must be established to benefit from a significant consumer response. They need to think about demonstrating from the onset that they are not just "jumping on the bandwagon."
So, as we look toward the future and perhaps most notably World Cup 2010 and London 2012, what should Marketers be thinking with respect to their sponsorship investment?
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Be committed and consistent |
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- Sponsorships mature with age, stick with them and develop them over time
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Leverage your sponsorship rights |
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- People appreciate sponsors so make sure you get the credit
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Be clear about what you contribute to the event or supporter |
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- Consumers need to know why they should give you credit
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Harness the value of emotions |
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- Sponsorship typically plays in rich emotional territory - Leverage it!
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Read more...
Or contact us for more information:
Jamie Robertson
Tel: +44(0)20 8861 8036
Email: jamie.robertson@ipsos.com