MediaCom Engage Conference Making Sport Pay Sport as a Marketing Medium Edinburgh, 10th May, 2012

1. Making Sport Pay –
Sponsorship as part of the
marketing mix

2. Making Sport Pay
THE ASSOCIATION BETWEEN BUSINESS AND SPORT
IS THE MOST MUTUALLY ADVANTAGEOUS RELATIONSHIP
SINCE MORECAMBE MET WISE
BA magazine/May 2012

3. Sport dominates the category
Share of Reported Deal by category 2010
In % total committed investment
Source: The World Sponsorship Monitor 2010
Sport is the number one passion in the world, and brands know it..

4. Sponsorship is
Multi level – able to
•increase brand awareness
•enhance/change/reinforce image
•convey brand personality so that audience understanding of it
is increased
•differentiate a brand from its competitors
•shape customer attitude
•heighten visibility and provide positive publicity
•enhance business, consumer and stakeholder relations
•inspire employees

5. Current landscape
•Marketing budgets are tight
•The cost of acquiring customers is increasingly high
•Traditional advertising and direct marketing might deliver
brand awareness, rarely creates a connection between brand
and consumer
•Sponsorship utilises the emotional connection between a
brand and its target audience’s sport/lifestyle interests to drive
a deeper engagement
•An emotionally engaged audience is more receptive to a
brand’s messaging, is more likely to recall and feel engaged
with that brand

6. Current Landscape
Advertising Sponsorship
Marketing budgets are tight – even more reason to focus our spend on targeted
activities that takes the SL brand beyond recall, and into capturing the hearts and
minds of our customers

7. Finding the right Sports Sponsorship
• Be clear about your objectives
• Do your homework – use the insight
• Only run your own race
• Find the synergies
• Be accountable

8. Why Basketball?
Standard Life
• Transforming as a business
• Re-launching brand – new VI, brand
values, positioning
British Basketball
• Emerging new kid on the block
• Fast growing team sport
• Olympic potential
• Athletes with interesting stories

9. Why Basketball?
GB Basketball’s aspirations and potential provided opportunity
for Standard Life
• To embed our new brand internally
• To increase brand awareness and understanding externally
• To capitalise on interest in sport in lead up to Olympics
• To engage through an emotional connection

10. Making Sport Pay
An effective sponsorship should provide –
•Both/all parties with benefits
•A return on objectives
•A return on investment

11. GB Players’ Helicopter Day