evolution of sponsorship

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...


JERSEY SPONSORSHIP

1973 Gunter Mast & Jagermeister

Traditionally sponsorship was...

Purchased with hospitality budgets

Focussed on logos & media


2008...


Growth decreased...


Spend decreased...


Marketing shift...

One way communications became


Two way communications

New channels...

Influx of new marketing channels


How we engage...


Who is engaging...


A new world...

New platforms & new synergies


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


Sponsorship Today...

Logo & media vs Engagement


Everyone Wins...

Win for the Audience, Win for the

Sponsor & Win for the Rights Owner


More stats for 2011...


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


INTRIGUING

Sponsorship that is...


ENGAGING

Sponsorship that is...


INTERACTIVE

And most of all...


Using social networks & interaction

Coca-Cola Polar Bowl...


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...


Closer to home...


ASUS & Little Noise Sessions


Provide credibility to the Asus

campaign & new laptop product

Build brand awareness in the UK

OBJECTIVE:


Partnering with one of the most prestigious music events in London

SOLUTION:


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!)


Autosport Awards...


OBJECTIVE:


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:


Streaming of the event

Consumer engagement

SOCIAL MEDIA:


100% renewals

Sponsors involved include: Castrol, BMW,

Mercedes, Pirelli, and more

RESULTS:


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.


Takeaway Tips...

It’s not about logos

Integrate your channels

Work with your partners to create

something truly unique


REMEMBER ADD VALUE & ENGAGE

T: 0207 226 5052

E: [email protected] Tw: @JackieFast

Jackie Fast, Managing Director


KEEP IN TOUCH

evolution of sponsorship - slingshot sponsorship

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