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A win-win situation : how to build a successful corporate

partnership program

Tuesday 20.09.16

Theme Parks and Sponsorship/Partnership: key success

factors

Carlos Cantó

CEO SPSG Consulting and Investment

Associate Professor ESADE Business School

Tuesday 20.09.16

Carlos Cantó – Sept 2016 3

“IT IS EASIER TO GO DOWN THE HILL THAN UP, BUT THE VIEW IS MUCH

BETTER FROM THE TOP”

Carlos Cantó – Sept 2016

Coordinator and Associate Professor “Sports Business” and “Emerging Markets”

CEO, SPSG Consulting and Investments

Co-coordinator Spanish Marketing Association – chapter “Sports”

Vice President, Lagardère Sports Consulting

Vice President, IMG Consulting

Head of Communications and Director of Studies area, Cegos

Partner-Consultant, CONSULTUR

BBA+MBA (CEMS, HEC), ESADE (1990)

Carlos Cantó

[email protected]

SPSG

mailto:[email protected]


Sport: circa 75% of total amount of money invested in Sponsorship

Source: Statista

SPONSORSHIP


Part of the Marketing - Mix, Sponsorship is focused on

the relationship between a brand and an asset/property

“ASSET”“RENT”

TIME

LEVERAGE

SPONSORSHIP


4. ROO Evaluation

OBJECTIVES

VARIABLES

INDICATORS

MONITORIZING

3. Asset Management (How?)

SALES PROMOTIONS

‘Asset’

STAKEHOLDERS

» CLIENT / CUSTOMER

» EMPLOYEE

» PURVEYOR

» SHAREHOLDER

» DISTRIBUTION

CHANNEL

» MEDIA

» INSTITUTIONAL

1. Objectives (Why?)

» Increase number of clients / customers

» Clientele loyalty

» Awareness

» Brand repositioning

» Internal communication / Motivation

» Recruitment process improvements

» B2B relationships

» New products launch

» CSR

» Distribution expansion

» New markets expansion

» Increase revenue

» Etc.

2. Assets (What?)

SPONSORSHIP


No- saturation (compared to some traditional

advertising channels)

Integrated

Differentiation (communication)

Aligned with demand/clientele lifestyle (leisure,

sport, culture, entertainment, public services, …)

Non-Intrusive

Experiential Marketing

INVESTMENT: RIGHTS

ACTIVATION

Sponsorship, beyond Sports:

Theme parks and amusement

Music

Culture

Public services

Trends

Partnership

CSR flavor

Unique content

Activation against seasonality

SPONSORSHIP


THEME PARK SPONSORS

How more likely a brand

category is to sponsor a

theme park compared to

any other type of brand?

0 2 4 6 8 10 12

Food

Beverages non-alcoholic

Personal care

Financial services/retail

Travel/Restaurant

Beverages alcoholic

Heavy equipment&machinery

Automotive cars

How more likely (number of times)

How more likely (number of times)

Source: IEG, 2014


FERRARI WORLD ABU DHABI

- Case study -


OPPORTUNITIES

» From scratch

» Expectation: market anticipation and

eagerness

» Amazing structure (design and function)

» F1 GP in Abu-Dhabi

» Tifosi

» Sponsors of the Ferrari Scuderia (first right,

Ferrari sponsorship gathering, …)

CHALLENGES

» The brand

» Everybody’s first time

» Too much market eagerness

» “Ambush” marketing threat (Ferrari vs

Ferrari World)

» Coordination (Aldar – Ferrari – Farah

– IMG – etc.)


- Case study -


» Anticipate and manage expectations

» Clear operational objectives

» Understand sponsors objectives

(communications-marketing, etc…)

» Holistic packages: combination of Aldar

properties (FWAD + other hotel, academies,

golf course, etc.)

» Sponsorship activation (handbook, team, etc.)

» Centralization of Sponsorship activity (from

conception to implementation - delivery)

» Main benefits for sponsors:

» Use of the park / assets

» Integration of the brand into the ride

(FWAD)


- Case study -


» Great brands – Great values (ie PepsiCo – Shell – Rolex

– FGB – CNN - etc…)

» Over achieved economic target

» Sponsors across the board (not only FWAD)

» Great relationship with Ferrari

» Established a first ever holistic sponsorship project in the

Middle East

….and the journey was enjoyed!


- Case study -


PortAventura

world

- Case study -


PortAventura world

- Case study -


OPPORTUNITIES

» PAW: one of leading resort in Europe

(4M visits per year)

» Ferrari Land: not opened yet (first Ferrari

theme park in Europe)

» Multi-target resort (families, Ferrari Tifosi,

youth, business)

» Sponsors of the Ferrari Scuderia (first

right)

CHALLENGES

» Existing parks

» Existing sponsorship program (basically, F&B)

» Ferrari Land: under construction (April 7, 2017)

» “Ambush” marketing threat (Ferrari vs Ferrari

Land)

» Economic situation (but recovering)

PortAventura world

- Case study -


PortAventura world

- Case study -


» Branding

» On-line

» PR

» Income generation

» Promotions

» Tryvertising

» Hospitality and

experiences

» Other

PortAventura world

- Case study -


KEY SUCESS FACTORS Sponsorship vs Partnership

“Suppliers” (Food and beverage, …)

From a brand perspective

Holistic – integral approach (beyond visibility: sales, hospitality, promotions, multi-target,

exclusive content, money-cannot-buy experience, income generation, etc).

Activation within and outside the Resort-Park

Activation against seasonality

Multi-target approach

From a property perspective

Adaptation to sponsor´s needs and objectives

Activation team (coordination, management)

“Everything is possible”

Understand visitors preferences

Revenue generation opportunities for the brand


Thank you

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