Last week we ran a MediaCom Engage conference in Edinburgh on the topic of Sports Sponsorship with expert speakers from a variety of organisations each with a different perspective on the subject. Three key themes emerged from the day for my money:
Activation - the purchase of sponsorship rights is only the very beginning of the journey. Think long and hard about how activating the sponsorship property might help you achieve your brand, marketing and business objectives.
Longevity - making sports sponsorship really pay requires you to be in it for the long haul. Fans don't take well to brands who drop out after one poor season. Show your commitment to the community surrounding your sports property to reap long term benefits.
Partnership - the sponsorship has to work for all parties involved if it's to be a success. Brand owners need to see what rights holders needs are as well as vice versa. And don't forget to get your potential media partners on board early as they can add a lot of value if they're given enough time and access to create unique content.
The presentations from the day are below.
Laura Laidlaw - Standard Life
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Kurt Edwards - TalkSport
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Richard Brinkman - Kantar Sport
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