evolution of sponsorship - slingshot sponsorship
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Slingshot Sponsorship Jackie Fast, Managing Director
THE EVOLUTION OF SPONSORSHIP: A Sponsorship Agency Perspective
A bit about me...
Twitter: @JackieFast @Slingshot_UK
www.slingshotsponsorship.com
Sponsorship Past...
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JERSEY SPONSORSHIP
1973 Gunter Mast & Jagermeister
Traditionally sponsorship was...
Purchased with hospitality budgets
Focussed on logos & media
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www.slingshotsponsorship.com
2008...
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Growth decreased...
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Spend decreased...
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Marketing shift...
One way communications became
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Two way communications
New channels...
Influx of new marketing channels
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How we engage...
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Who is engaging...
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A new world...
New platforms & new synergies
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Benefits of the economic crisis
1. Forced businesses to change
• New revenue streams
• Business synergy
2. Forced brand sponsorship to
change
• Sponsorship as marketing
• Need for measurement www.slingshotsponsorship.com
Why Sponsorship?
Provides the perfect platform for
engagement:
• Interactive
• Fan loyalty
• Brand experiences
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Sponsorship Today...
Logo & media vs Engagement
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Everyone Wins...
Win for the Audience, Win for the
Sponsor & Win for the Rights Owner
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More stats for 2011...
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Global spending = $48.6 billion (5.1% growth)
Outpacing media spending growth of 4%
Entertainment sponsorship = 4.6%
Sport sponsorship spending = 6.2% making it
the fastest growing sector
Sponsorship Now...
JAY Z & BING
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INTRIGUING
Sponsorship that is...
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ENGAGING
Sponsorship that is...
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INTERACTIVE
And most of all...
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Using social networks & interaction
Coca-Cola Polar Bowl...
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9 million users tuned in
Average dwell time of 28 minutes
Cost of a 30 second slot during the
Super Bowl costs $3.5million
The stats...
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Closer to home...
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ASUS & Little Noise Sessions
www.slingshotsponsorship.com
Provide credibility to the Asus
campaign & new laptop product
Build brand awareness in the UK
OBJECTIVE:
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Partnering with one of the most prestigious music events in London
SOLUTION:
www.slingshotsponsorship.com
Partner with one of London’s most
prestigious music events
Mencap’s Little Noise Sessions RESULTS:
ASUS reached over 6.4 million
Exclusive press area
Charity support
ASUS laptops in Green Room (with a
couple taken home by artists!)
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Autosport Awards...
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OBJECTIVE:
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Respond to growing needs of sponsor
engagement by the magazine
Create a year long promotional
programme
Work with sponsors to create synergies
within the partnership
SOLUTION:
www.slingshotsponsorship.com
Streaming of the event
Consumer engagement
SOCIAL MEDIA:
www.slingshotsponsorship.com
100% renewals
Sponsors involved include: Castrol, BMW,
Mercedes, Pirelli, and more
RESULTS:
www.slingshotsponsorship.com
The Future of Sponsorship...
Outside of NA, Europe will remain the
largest source of sponsorship spending
followed by Asia Pacific.
Sponsorship with digital will increase.
Worldwide spending projected at 4.9%
increase to $51 billion.
www.slingshotsponsorship.com
Takeaway Tips...
It’s not about logos
Integrate your channels
Work with your partners to create
something truly unique
www.slingshotsponsorship.com
REMEMBER ADD VALUE & ENGAGE
T: 0207 226 5052
E: jackie@slingshotsponsorship.com Tw: @JackieFast
Jackie Fast, Managing Director
www.slingshotsponsorship.com
KEEP IN TOUCH
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