sponsorship trends for 2014 (marketing, branding, naming, rights, events, digital, social media)
TRANSCRIPT
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© Havas Sports & Entertainment
Hello ;-)
Fredda Hurwitz Global VP – Strategy & Marketing @FreddaHurwitz
Jez Jowett Global VP – Digital & Social Media
@Jezmond
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01Part 1 : A light introduction Part 2: What’s hot and trending Part 3: Five guiding principles
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What we’ll share today
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© Havas Sports & Entertainment
A Light Introduction
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Football shirt sponsor #FAIL 1 Teen clothing store sponsorship of FC Nurnberg
© Havas Sports & Entertainment
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Football shirt sponsor #FAIL 2 Sharia law results in Muslim players’ boycott
© Havas Sports & Entertainment
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Football shirt sponsor #FAIL 3 Bimbo Bakeries and various clubs
© Havas Sports & Entertainment
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Football shirt sponsor #FAIL 4 XL Holidays and West Ham (before and after ’09 collapse)
© Havas Sports & Entertainment
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Football shirt sponsor #FAIL 5 Bonar, unfortunate terrace chanting
© Havas Sports & Entertainment
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Venue Naming / Sponsorships #AMUSING 1 From rock to religion, @ the Jiffy Lube Live
© Havas Sports & Entertainment
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Venue Naming / Sponsorships #AMUSING 2
© Havas Sports & Entertainment
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Venue Naming / Sponsorships #AMUSING 3
© Havas Sports & Entertainment
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Venue Naming / Sponsorships #AMUSING 4
© Havas Sports & Entertainment
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Title Sponsorship #FAIL Waste Management without activation
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CELEBRITY AMBASSADOR #FAIL 1 Samsung Athlete Tweets Props for Galaxy S4 — From an iPhone
© Havas Sports & Entertainment
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CELEBRITY AMBASSADOR #FAIL 2 Britney Spears for Pepsi, caught red can handed
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CELEBRITY AMBASSADOR #FAIL 3 Sun Yang humiliates Hyundai with Porsche blunder, and no license
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GYM SPONSORSHIP #FAIL Krispy Kreme’s inappropriate sampling
© Havas Sports & Entertainment
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MOUSTACHE SPONSORSHIP #FAIL #WIN Des Lynam purple ‘tach for Nintendo launch
© Havas Sports & Entertainment
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Spice Girls Sponsorship #FAIL No scooter license
© Havas Sports & Entertainment
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A few numbers to get us in the mood….
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© Havas Sports & Entertainment
Investment isn’t slowing down
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© Havas Sports & Entertainment
But fans’ views about sponsorship are changing
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© Havas Sports & Entertainment
Fans want both engagement & involvement…
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…and would care more about brands who support causes than entertainment
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© Havas Sports & Entertainment
Impact + Influence
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© Havas Sports & Entertainment
Get it right, and fans could become your advocate
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So what is hot and trending?
What’s hot, what’s trending and what you need to know
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© Havas Sports & Entertainment
01
Passion points are vast
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Proving a huge ‘hit’ on field, on screen and on stage
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Formula 1 & F1 Rocks
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Combining passion, adrenaline and performance off track
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MTV & MLB
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© Havas Sports & Entertainment
02
Fans and customers appreciate smart (and meaningful) sponsorships
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Nostalgia, innovation, social media & cause
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Nike Back to the future
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Volunteering is now a socially accepted badge & currency
© Havas Sports & Entertainment
Orange RockCorps
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Random acts of kindness get noticed (and go viral)
© Havas Sports & Entertainment
The kindness offensive
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Doing good, is good for business (Sainsburys +NPS)
© Havas Sports & Entertainment
SainsburyParalympics
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© Havas Sports & Entertainment
03
Digital and data are changing sponsorship
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Digital rights fiercely fought over (and still un-tapped)
© Havas Sports & Entertainment
New rights & assets
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© Havas Sports & Entertainment
NBA.com
Digital and data provide unique and premium content
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Real time and ambush opportunities, only through digital / always on & listening
© Havas Sports & Entertainment
Real Time Marketing (through digital)
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Digitally optimized stadiums with great fan experiences
© Havas Sports & Entertainment
Sporting Park stadium, Kansas City
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© Havas Sports & Entertainment !41
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Digital experiences at game: cheering, voting, sharing. Buying!
© Havas Sports & Entertainment
Digital applications and commerce
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© Havas Sports & Entertainment
04
Fans and brands as storytellers
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© Havas Sports & Entertainment
Eurostar
Brands and consumers as storytellers
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Sponsorship stories need to be told
© Havas Sports & Entertainment
Rolex Daytona
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© Havas Sports & Entertainment
05
Social Media at your fingertips
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Massive bandwidth requirement , or WIFI parter
© Havas Sports & Entertainment
High speed, high bandwidth required
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Encourage sharing and gamification
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SoMe signage, check ins and CTA a must
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06
© Havas Sports & Entertainment
Fan participation
06
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Smart brands immerse fans into the game / product
© Havas Sports & Entertainment
Enter the Game
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© Havas Sports & Entertainment
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Changing from ‘me’ to ‘we’. The Hawthorn Effect
© Havas Sports & Entertainment
Co-creation & crowd sourcing
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© Havas Sports & Entertainment
07
State-of-the-art venues
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© Havas Sports & Entertainment
MLB StadiumApple’s iBeacon
Stadiums more convenient and interactive for fans
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© Havas Sports & Entertainment
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San Francisco 49ers Stadiumsoftware-driven
Software driven stadium, not a hardware driven stadium - thanks to Sony kit.
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© Havas Sports & Entertainment
08
Big, bold and personalised
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© Havas Sports & Entertainment
Samsung surround sound (and stadiums)
Branding and interactivity from all routes to stadiums
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Big OOH for impact & impression
Premium and world famous sites still heavily desired
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© Havas Sports & Entertainment
09
Small and perfectly formed
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DurexIntimate sessions
A role for small, intimate and more personable venues
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Red BullRevolution in Sound
780 fans experienced pod performances on the EDF London Eye
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10
Innovation is everywhere
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Nike Laser projected soccer field
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HeinekenIgnite innovative bottle
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© Havas Sports & Entertainment
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11
Ultimately everything boils down to value and impact
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Measured in real time/dashboards
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© Havas Sports & Entertainment
1. Passion points are vast
2. Fans and customers appreciate smart sponsorships
3. Fans and brands as storytellers
4. Digital and data are changing sponsorship
5. Social media sign posting and CTA’s
6. Fan participation
7. State-of-the-art venues a must
8. Big, bold and personalized
9. Small and perfectly formed
10. Innovation is everywhere
11. ROI and real time, sells
Quick recap
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© Havas Sports & Entertainment
A few parting thoughts
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Relevance
Know who you’re speaking with, why and who you are
(Not who you’re selling to and when)
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© Havas Sports & Entertainment
Use the brand’s buzz words and DNA !
(Make it easy for them to share, un-edited)
Language
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© Havas Sports & Entertainment
Partnerships
Think partnerships & shared value !
(not sponsorship & transactions)
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© Havas Sports & Entertainment
Go beyond TV, turnstiles & tickets !
(digital, social, streams and stadia-media)
Interactive
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© Havas Sports & Entertainment
Involve, experiment, innovate openly !
(embrace the power of the crowds)
Innovate
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Thank You!