10 December 2012
Risk and opportunity: Key points for every Sochi 2014 sponsor to considerLast week the PBN H+K team welcomed Andy Sutherden and Rowland Jack from Hill+Knowlton London’s Sports Marketing and Sponsorship team to Moscow. Andy, as Global Head of H+K’s Sports Marketing offer, and Rowland, International Sports Consultant, were in Moscow to meet potential and existing clients as well as WPP partners working in the Sporting marketing arena.
- What are the motives in choosing that particular sponsorship?
- Who is funding the sponsorship? I.e. Which part of the business? And are those parts of the business closely aligned on the goals of the sponsorship?
- How will the sponsorship be activated and on what platforms?
- How do we measure success?
- Sponsorship covers reputational risk as well as opportunity. Any brand working in the Sports Marketing area must have trained spokespeople, a crisis & issues response plan, a robust Q&A document as well as key media materials.
- Globalization – as the world becomes increasingly connected, Sports offers a high-profile platform on which to be seen as ‘international’.
- Governance – so important in the world of sport, the governance of sporting events has often been questioned in the recent past. How do clients and brands ensure that they get value for money and maintain focus on their goals?
- Fragmentation of media consumption makes it harder than ever to reach a large audience. As this trend increases so does the potential appeal of sports sponsorship. Sports content works well across all different media channels (print, broadcast, online).